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Brand-embedded interaction: a dynamic and personalized interaction for co-creation


Recognizing the importance of timely access to market knowledge for successful new product development (NPD), extant research has theoretically argued and empirically shown the value of consumer co-creation during the NPD process. While most research views consumer-generated content as definite or fixed, this paper reveals how firms can enhance the value of consumer-generated ideas by facilitating the exchange of relevant information during co-creation. The authors introduce brand-embedded interaction as a process that enables consumers to generate new product ideas that not only reflect user needs but also align with the brand’s goals and capabilities. Results from two quasi-field experiments using Twitter show that a higher degree of dynamic interaction and personalization during co-creation enables consumers to generate more constructive new product ideas or ideas that are valuable to both consumers and firms. Results offer important implications for both theory and practice regarding co-creation and new product development.

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Fig. 1
Fig. 2


  1. Although the actual Twitter platform was used, a fictitious Twitter account was created. Each participant was asked to use a designated, private Twitter account specifically created for the study. At the end of the study, all participants were debriefed that the brand information, Twitter account, and representative were not associated with Starbucks.

  2. As of January 2014 (

  3. Scales used for variable measurement are available by request.

  4. As robustness checks, we also measured constructive new product ideas using (1) the average (rather than sum) of the two sources of ratings, and (2) all three expert ratings (creativity, value, and feasibility). In both situations, results reveal similar effects.

  5. Coffee Bean & Tea; same product evaluation procedure (and the Starbucks brand was masked if used in the idea) and $50 gift card was provided as compensation.


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Correspondence to Yuna Kim.

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Kim, Y., Slotegraaf, R.J. Brand-embedded interaction: a dynamic and personalized interaction for co-creation. Mark Lett 27, 183–193 (2016).

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  • Co-creation
  • Interaction
  • Knowledge integration
  • Idea generation