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Effects Of Partners’ Communications On Consumer Perceptions Of Joint Innovation Efforts

Author

Listed:
  • BRAM ROOSENS

    (University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium)

  • NATHALIE DENS

    (University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium2Antwerp Management School, Boogkeers 5, 2000 Antwerp, Belgium)

  • ANNOUK LIEVENS

    (University of Antwerp, Prinsstraat 13, 2000 Antwerp, Belgium)

Abstract

This paper assesses the effects of aligning co-creation partners’ communications on consumers’ perceptions of joint innovation efforts. Two online experiments are conducted. Study 1 (n=201) investigates message content alignment (partners stating identical versus complementary messages) and visual alignment (partners assimilating the visual design of their communications versus autonomous designs). Results reveal a positive effect of using complementary over identical message content on consumers’ perceptions of the co-created product. The latter effect is reinforced by autonomous visual designs. Study 2 (n=137) shows that the effect of content alignment on both the lead firm and co-creation partners are mediated by the perceived fit between partners and the perceived corporate credibility of the lead firm. This research is one of the first to study effects of communication by multiple co-creation partners and demonstrates the positive effects of adequately aligning partners’ communications about joint innovation efforts.

Suggested Citation

  • Bram Roosens & Nathalie Dens & Annouk Lievens, 2019. "Effects Of Partners’ Communications On Consumer Perceptions Of Joint Innovation Efforts," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(08), pages 1-26, December.
    • Handle: RePEc:wsi:ijimxx:v:23:y:2019:i:08:n:s1363919619400085
    DOI: 10.1142/S1363919619400085
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