The Effects of Advertising Consumer Co-Created new Products
本文借用品牌联盟框架，研究广告宣传消费者共同创造的新产品如何影响未参与共同创造的消费者对产品质量和共同创造者可信度的感知，并考察产品复杂性的调节作用。
<h3>ABSTRACT</h3> 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 aren9t involved in product co-creation and whether a product9s complexity affects perceptions about product quality and credibility of the co-creators.