TY - JOUR T1 - The Effects of Advertising Consumer Co-Created New Products JF - Journal of Advertising Research JO - J Advert Res SP - 53 LP - 63 DO - 10.2501/JAR-2016-011 VL - 56 IS - 1 AU - Karina T. Liljedal Y1 - 2016/03/01 UR - http://www.journalofadvertisingresearch.com/content/56/1/53.abstract N2 - 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. ER -