Non-participants And Brands’ Communication Of Co-creational Efforts: A Matter Of Trust.
(2017) Association of Consumer Research North America Conference 2017 — Location: San Diego, California (USA) (26.October.2017)
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- Abstract
- Today, more and more firms develop customer empowerment strategies (CES) to empower their customers in ideation or selection of new product developments (Fuchs and Schreier 2011). Research in that field has mostly focused so far on customers actively participating to CES. Another influential and bigger group might be studied: the brand audience as a whole, not participating to the initiatives. Labelling innovation as being designed/selected by consumers may have a positive impact on brand evaluations (Fuchs and Schreier 2011). Yet, marketers must know that communicating their co-creational efforts is not always positive. There might be only one step for the audience to interpret the message as another brand marketing means aiming at improving, overly and unduly, perceived customer orientation. With this research, we examine effectiveness conditions of CES-communication to the non-participants. More specifically, we highlight reasons for non-participants to be sceptical. We here suggest that brand trust is a central concept after exposure to CES-communication, especially in the current context of greater suspicion toward brands. If the ultimate objective of marketing is to create and nurture a long-term relationship between consumers and companies, trust constitutes the main ingredient of this relationship (Morgan and Hunt 1994). First, we empirically show the importance for non-participants to publicly see the brand feedback on participant’ submitted ideas and to be transparent in the process, which is counterintuitive. Second, our study enhances understanding of how trust influences non-participants’ brand relationship. We examine that influence on both fictive and well-known brands.
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Citations
Cambier, F., & Poncin, I. (2017). Non-participants And Brands’ Communication Of Co-creational Efforts: A Matter Of Trust. Association of Consumer Research North America Conference 2017, San Diego, California (USA). https://hdl.handle.net/2078.5/176593