When I Becomes We: Interpersonal Ties in Product Co-Creation

Adriana M. Boveda-Lambie, R.I.T., USA
Ruby Roy Dholakia, URI, USA
Co-creation is usually seen as an individual process between the customer and the supplier and recent research has neglected the possibility of collaborative co-creation, by searching our social networks for help. This paper looks at the role of competence, whether collaborative product co-creation is feasible its effects on self-brand associations.
[ to cite ]:
Adriana M. Boveda-Lambie and Ruby Roy Dholakia (2011) ,"When I Becomes We: Interpersonal Ties in Product Co-Creation", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.