Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=mmtp20 Journal of Marketing Theory and Practice ISSN: (Print) (Online) Journal homepage: www.tandfonline.com/journals/mmtp20 Decoding and integrating the facets of consumer empowerment: a study with consumers of high- involvement Product(s) Ratan Kumar, Niva Bhandari & Vibhava Srivastava To cite this article: Ratan Kumar, Niva Bhandari & Vibhava Srivastava (01 Mar 2024): Decoding and integrating the facets of consumer empowerment: a study with consumers of high-involvement Product(s), Journal of Marketing Theory and Practice, DOI: 10.1080/10696679.2024.2321444 To link to this article: https://doi.org/10.1080/10696679.2024.2321444 Published online: 01 Mar 2024. Submit your article to this journal View related articles View Crossmark data