The Effects of Advertising Consumer Co-Created New Products: A Brand-Alliance Framework Model Can Predict Perceptions about Co-Created Brands and Their Creators

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.
Liljedal

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

Stockholm School of Economics

MANAGEMENT SLANT

  • The brand-alliance framework shows how consumers process advertising for co-created products similarly to the way they process brand-alliance advertising.
  • Lesser known brands may lose—and familiar brands may gain—from communicating consumer co-created complex products, and noncomplex advertised products in ...

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