Advertising co-created innovation: a risky strategy for well-known brands in the service industry?

Cambier, Fanny;Poncin, Ingrid
(2017) EIRASS Conference 2017 — Location: Vancouver, Canada (26.June.2017)

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Abstract
This paper aims at investigating whether customer empowerment strategy in the insurance sector may have positive impacts on non-participants’ perceptions and behavioural intentions, given the high complexity of the product, here insurance fire policies. Through an experiment, we assess the effects to non-participants’ perceptions and behavioural intentions of communicating an empowering initiative about a new fire insurance policy. Our research contributes to the emerging theory on advertising CES to the brand audience and offer practical implications for service firms interested in pursuing a user-driven philosophy for their innovation.
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Cambier, F., & Poncin, I. (2017). Advertising co-created innovation: a risky strategy for well-known brands in the service industry? EIRASS Conference 2017, Vancouver, Canada. https://hdl.handle.net/2078.5/176543