Co-creators endorsing their winning product idea in ads: dealing with brand audiences’ skepticism

Cambier, Fanny; Poncin, Ingrid

Co-creators endorsing their winning product idea in ads: dealing with brand audiences’ skepticism

Cambier, Fanny

;

Poncin, Ingrid

(2019) Academy of Marketing Science (AMS) Annual Conference — Location: Vancouver, Canada (29.May.2019)

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Authors

Cambier, FannyUCLouvain
Author
Poncin, IngridUCLouvain
Author

Affiliations

UCLouvainSSH/LouRIM - Louvain Research Institute in Management and Organizations

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Cambier, F., & Poncin, I. (2019). Co-creators endorsing their winning product idea in ads: dealing with brand audiences’ skepticism. Academy of Marketing Science (AMS) Annual Conference, Vancouver, Canada. https://hdl.handle.net/2078.5/58491