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The Effects of Advertising Consumer Co-Created New Products

A Brand-Alliance Framework Model Can Predict Perceptions about Co-Created Brands and Their Creators

Karina T. Liljedal
DOI: 10.2501/JAR-2016-011 Published 1 March 2016
Karina T. Liljedal
Stockholm School of Economics,
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ABSTRACT

Companies that develop new products by collaborating with consumers across online and social media channels often communicate about this form of product co-creation through advertising. The author of the current paper used a framework typically used for studying brand alliances to assess the effects of product co-creation advertising. Using a brand-alliance framework, the author analyzed how this messaging is interpreted by consumers who aren't involved in product co-creation and whether a product's complexity affects perceptions about product quality and credibility of the co-creators.

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Vol 56 Issue 1

Journal of Advertising Research: 56 (1)
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The Effects of Advertising Consumer Co-Created New Products
Karina T. Liljedal
Journal of Advertising Research Mar 2016, 56 (1) 53-63; DOI: 10.2501/JAR-2016-011

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The Effects of Advertising Consumer Co-Created New Products
Karina T. Liljedal
Journal of Advertising Research Mar 2016, 56 (1) 53-63; DOI: 10.2501/JAR-2016-011
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