This chapter is organised as follows: first, we will provide a brief introduction to the empowerment construct by highlighting different fields of business research which have dealt with the idea of empowerment. We will then proceed by briefly discussing a major milestone in the conceptualisation of empowerment – the change from a relational to a motivational construct. Next, we will present Spreitzer’s (1995) approach to measuring empowerment, in order to then move on to our own conceptualisation of Empowered Involvement (EmI) which is based on Spreitzer’s construct, and which can be considered an adaptation of the empowerment construct for the (consumer) marketing process.
KeywordsHuman Resource Management Psychological Empowerment Motivational Construct Marketing Process Brand Communication
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