Non-Participants and Brands’ Communication of Co-Creational Efforts: a Matter of Trust

Brands’ customer empowerment strategies are increasingly communicated to the non-participating audience. In a climate of suspicion toward the brands, two experiments were conducted to assess the role of brand trust. They highlight how exposure to such communication may enhance trust toward novel brands and trust moderating role on established brands.



Citation:

Fanny Cambier and Ingrid Poncin (2017) ,"Non-Participants and Brands’ Communication of Co-Creational Efforts: a Matter of Trust", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 551-552.

Authors

Fanny Cambier, Université Catholique de Louvain, Belgium
Ingrid Poncin, Université Catholique de Louvain, Belgium



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages

Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University

Read More

Featured

Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada

Read More

Featured

Consumer Response to Innovations: The Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism

Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.