![]() The open innovation paradigm has created substantial new opportunities for firms in various sectors. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity. This study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It could be beneficial to recruit artists as co-creators of controlled brand play. ![]() They should closely monitor and track the first signs of non-collaborative co-creation in progress. Artists either mitigate the dilution or have a positive effect on those perceptions.įuture research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation.īrand managers must recognise that co-creation carries considerable risks for brand equity. ![]() Non-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.Ī 2 × 2 between-subjects experiment (brand play versus brand attack consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments. This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers.
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