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



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