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.
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.
Fanny Cambier, Université Catholique de Louvain, Belgium
Ingrid Poncin, Université Catholique de Louvain, Belgium
NA - Advances in Consumer Research Volume 45 | 2017
J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants
Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany
J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products
Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI
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Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, USA