RT Journal Article
SR Electronic
T1 The Effects of Advertising Consumer Co-Created New Products
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 53
OP 63
DO 10.2501/JAR-2016-011
VO 56
IS 1
A1 Karina T. Liljedal
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/1/53.abstract
AB 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.