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Advertising Co-created New Products: An Exploration of Consumer Responses and Success Contingencies
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Advertising Co-created New Products: An Exploration of Consumer Responses and Success Contingencies
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Advertising Co-created New Products: An Exploration of Consumer Responses and Success Contingencies
2020
Overview
Co-created new products are increasingly popular but their failure rate is sobering; traditional advertising techniques may be inadequate to stimulate adoption. This qualitative study reveals that consumers responses are contingent upon eight aspects differently combining with a \"made-with-consumers\" claim and pertain to perceived claim veracity, brand integrity and action meaning fulness.
Publisher
Association for Consumer Research
Subject
