Chapter 14: The dark side of brand co-creation: a psychological ownership perspective
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Drawing on the co-creation and psychological ownership literature, this chapter proposes and delineates a conceptual framework that highlights the potentially disruptive consequences of brand-co creations. Customer engagement in co-creation processes promotes feelings of psychological ownership by increasing perceived levels of knowledge about, control of, and investment in the co-creation. Because of greater feelings of psychological ownership, the intrusion of other stakeholders may prompt consumers' negative brand-related responses. This includes territorial behavior, resistance to changes, and lack of or negative word-of-mouth, affecting future co-creation initiatives. The strengths of these undesirable consequences may depend on a set of boundary conditions, including the product type, the brand community's strength, and the nature of product consumption. We also address potential strategies that attenuate negative consequences and improve the management of co-creation processes.

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