EFFECTS OF PARTNERS’ COMMUNICATIONS ON CONSUMER PERCEPTIONS OF JOINT INNOVATION EFFORTS

Bram Roosens, Nathalie Dens and Annouk Lievens ()
Additional contact information
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

International Journal of Innovation Management (ijim), 2019, vol. 23, issue 08, 1-26

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.

Keywords: Communication; co-creation; partners; partnership; innovation; message content; visual design; alignment; partner fit; relational embeddedness (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/abs/10.1142/S1363919619400085
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijimxx:v:23:y:2019:i:08:n:s1363919619400085

Ordering information: This journal article can be ordered from

DOI: 10.1142/S1363919619400085

Access Statistics for this article

International Journal of Innovation Management (ijim) is currently edited by Joe Tidd

More articles in International Journal of Innovation Management (ijim) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().