EFFECTS OF PARTNERS' COMMUNICATIONS ON CONSUMER PERCEPTIONS OF JOINT INNOVATION EFFORTS

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.