Consumer responses to pictures of co-creating consumers in marketing communications
Abstract
Purpose Co-creating consumers are often featured prominently in marketing communications for new co-created products. Previous research has only investigated the responses of non-participating consumers by describing co-creating consumers in text. This paper aims to examine consumer responses to combinations of text descriptions and pictures of co-creating consumers. Design/methodology/approach An experimental study used a reference group...
Paper Details
Title
Consumer responses to pictures of co-creating consumers in marketing communications
Published Date
Aug 31, 2020
Volume
37
Issue
7
Pages
775 - 784
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