PT  - JOURNAL ARTICLE
AU  - Liljedal, Karina T.
TI  - The Effects of Advertising Consumer Co-Created New Products
AID  - 10.2501/JAR-2016-011
DP  - 2016 Mar 01
TA  - Journal of Advertising Research
PG  - 53--63
VI  - 56
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/56/1/53.short
4100  - http://www.journalofadvertisingresearch.com/content/56/1/53.full
SO  - J Advert Res2016 Mar 01; 56
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.