IDEAS home Printed from https://ideas.repec.org/a/wsi/ijimxx/v23y2019i08ns1363919619400085.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/doi/abs/10.1142/S1363919619400085
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1142/S1363919619400085?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. David J. TEECE, 2008. "Profiting from technological innovation: Implications for integration, collaboration, licensing and public policy," World Scientific Book Chapters, in: The Transfer And Licensing Of Know-How And Intellectual Property Understanding the Multinational Enterprise in the Modern World, chapter 5, pages 67-87, World Scientific Publishing Co. Pte. Ltd..
    2. Levén, Per & Holmström, Jonny & Mathiassen, Lars, 2014. "Managing research and innovation networks: Evidence from a government sponsored cross-industry program," Research Policy, Elsevier, vol. 43(1), pages 156-168.
    3. Thomas Hamadi & Jens Leker & Klaus Meerholz, 2018. "Emergence Of Innovation Champions: Differences In The R&D Collaboration Process Between Science And Industry," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(08), pages 1-17, December.
    4. Gebauer, Johannes & Füller, Johann & Pezzei, Roland, 2013. "The dark and the bright side of co-creation: Triggers of member behavior in online innovation communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1516-1527.
    5. Li, Yan & He, Hongwei, 2013. "Evaluation of international brand alliances: Brand order and consumer ethnocentrism," Journal of Business Research, Elsevier, vol. 66(1), pages 89-97.
    6. van Osselaer, Stijn M J & Janiszewski, Chris, 2001. "Two Ways of Learning Brand Associations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 202-223, September.
    7. Carolin Decker & Annika Baade, 2016. "Consumer perceptions of co-branding alliances: Organizational dissimilarity signals and brand fit," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 648-665, November.
    8. Juana Patlán Pérez & Edgar Martínez Torres, 2017. "Evaluation of the organizational image of a university in a higher education institution," Contaduría y Administración, Accounting and Management, vol. 62(1), pages 123-140, Enero-Mar.
    9. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    10. Magnus Olsén Hammarfjord & Tommy Roxenhall, 2017. "The Relationships Between Network Commitment, Antecedents, And Innovation In Strategic Innovation Networks," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(04), pages 1-36, May.
    11. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    12. Alice M. Tybout & Brian Sternthal & Prashant Malaviya & Georgios A. Bakamitsos & Se-Bum Park, 2005. "Information Accessibility as a Moderator of Judgments: The Role of Content versus Retrieval Ease," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 76-85, June.
    13. Dickinson, Sonia J. & Heath, Tara, 2008. "Cooperative Brand Alliances: How to Generate Positive Evaluations," Australasian marketing journal, Elsevier, vol. 16(2), pages 22-38.
    14. Aarikka-Stenroos, Leena & Sandberg, Birgitta, 2012. "From new-product development to commercialization through networks," Journal of Business Research, Elsevier, vol. 65(2), pages 198-206.
    15. Lafferty, Barbara A. & Edmondson, Diane R., 2014. "A note on the role of cause type in cause-related marketing," Journal of Business Research, Elsevier, vol. 67(7), pages 1455-1460.
    16. Hyeon Chang Kim & Woojin Yoon, 2019. "Study On Types Of Technology Cooperation Partner And Innovation Performance: Focusing On Incremental And Radical Innovation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(01), pages 1-25, January.
    17. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    18. Kevin E. Voss & Bashar S. Gammoh, 2004. "Building Brands through Brand Alliances: Does a Second Ally Help?," Marketing Letters, Springer, vol. 15(2_3), pages 147-159, July.
    19. Suzan Burton & Alena Soboleva & Kate Daellenbach & Debra Z. Basil & Terry Beckman & Sameer Deshpande, 2017. "Helping those who help us: co-branded and co-created Twitter promotion in CSR partnerships," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 322-333, August.
    20. Marcus Cunha Jr. & Mark R. Forehand & Justin W. Angle, 2015. "Riding Coattails: When Co-Branding Helps versus Hurts Less-Known Brands," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(5), pages 1284-1300.
    21. Bram Roosens & Nathalie Dens, 2019. "When do social alliances pay off? How the effect on corporate image depends on consumers’ prosocial attitudes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 195-208, March.
    22. Allen T. Alexander & Kristel Miller & Sean Fielding, 2015. "Open For Business: Universities, Entrepreneurial Academics And Open Innovation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 19(06), pages 1-21, December.
    23. Manning, Willard G. & Mullahy, John, 2001. "Estimating log models: to transform or not to transform?," Journal of Health Economics, Elsevier, vol. 20(4), pages 461-494, July.
    24. Kazadi, Kande & Lievens, Annouk & Mahr, Dominik, 2016. "Stakeholder co-creation during the innovation process: Identifying capabilities for knowledge creation among multiple stakeholders," Journal of Business Research, Elsevier, vol. 69(2), pages 525-540.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Voss, Kevin E. & Li, Ying Ying & Song, YoungOk Sunny, 2022. "Competing cues in brand alliance advertisements," Journal of Business Research, Elsevier, vol. 149(C), pages 476-493.
    2. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    3. Mandl, Leonhard & Hogreve, Jens, 2020. "Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 107(C), pages 130-137.
    4. Lars Bergkvist & Charles R. Taylor, 2016. "Leveraged marketing communications: a framework for explaining the effects of secondary brand associations," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 157-175, December.
    5. Bram Roosens & Nathalie Dens, 2019. "When do social alliances pay off? How the effect on corporate image depends on consumers’ prosocial attitudes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 195-208, March.
    6. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Woojin Yoon & Suyeon Kwon, 2023. "The Impact of Technological and Non-technological Innovative Activities on Technological Competitiveness," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 14(1), pages 1-19, March.
    8. Secundo, Giustina & Del Vecchio, Pasquale & Simeone, Luca & Schiuma, Giovanni, 2020. "Creativity and stakeholders' engagement in open innovation: Design for knowledge translation in technology-intensive enterprises," Journal of Business Research, Elsevier, vol. 119(C), pages 272-282.
    9. Nguyen, Hang T. & Chaudhuri, Malika, 2019. "Making new products go viral and succeed," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 39-62.
    10. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    11. Liu, Yihui & Wu, Aiqi & Song, Di, 2022. "Exploring the Impact of Cross-side Network Interaction on Digital Platforms on Internationalization of Manufacturing Firms," Journal of International Management, Elsevier, vol. 28(4).
    12. Monika Mačiulienė & Aelita Skaržauskienė, 2021. "Conceptualizing blockchain‐based value co‐creation: A service science perspective," Systems Research and Behavioral Science, Wiley Blackwell, vol. 38(3), pages 330-341, May.
    13. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    14. Hurmelinna-Laukkanen, Pia & Möller, Kristian & Nätti, Satu, 2022. "Orchestrating innovation networks: Alignment and orchestration profile approach," Journal of Business Research, Elsevier, vol. 140(C), pages 170-188.
    15. Nukhet Harmancioglu & Stefan Wuyts & Peren Ozturan, 2021. "Governance implications of modularity in sourcing relationships," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 601-625, May.
    16. Long W. Lam & Aichia Chuang & Chi-Sum Wong & Julie N. Y. Zhu, 2019. "A typology of three-way interaction models: Applications and suggestions for Asian management research," Asia Pacific Journal of Management, Springer, vol. 36(1), pages 1-16, March.
    17. Zhou, Shuang & Blazquez, Marta & McCormick, Helen & Barnes, Liz, 2021. "How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure," Journal of Business Research, Elsevier, vol. 134(C), pages 122-142.
    18. Dongho Yoo & Jung-Ae Kim & Sun-Jae Doh, 2018. "The Dual Processing of Donation Size in Cause-Related Marketing (CRM): The Moderating Roles of Construal Level and Emoticons," Sustainability, MDPI, vol. 10(11), pages 1-21, November.
    19. Alden, Dana L. & Kelley, James B. & Youn, James B. & Chen, Qimei, 2016. "Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the U.S., China, and South Korea," Journal of Business Research, Elsevier, vol. 69(12), pages 5909-5916.
    20. Okazaki, Shintaro & Plangger, Kirk & West, Douglas & Menéndez, Héctor D., 2020. "Exploring digital corporate social responsibility communications on Twitter," Journal of Business Research, Elsevier, vol. 117(C), pages 675-682.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wsi:ijimxx:v:23:y:2019:i:08:n:s1363919619400085. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscinet.com/ijim/ijim.shtml .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.