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 ...