In:
Journal of Marketing, SAGE Publications
Abstract:
In this research, we examine how consumers perceive the fruits of university-industry collaborations – that is, new products co-developed with universities. Eight studies document a positive university effect, and highlight its practical significance and boundary conditions. An Instagram A/B test utilizing a video that refers (vs. does not refer) to the underlying university-industry collaboration results in higher click-through rates and ad engagement levels. Another field study demonstrates that university-co-developed products are more attractive to consumers — even after an actual product trial. Further, several consequential studies show that consumers are willing to pay up to 65% more for products marketed as co-developed with a university. Consistent with our theorizing, we find that collaborating with a university infuses the underlying firm with a stronger sense of scientific legitimacy, thereby making the resulting product more attractive to consumers. Congruously, we find that the effect is more pronounced when the scientific legitimacy engendered by universities is more important to the focal product (i.e., high-tech vs. low-tech), underlying company (i.e., new vs. established), or target customer (i.e., high vs. low belief in science).
Type of Medium:
Online Resource
ISSN:
0022-2429
,
1547-7185
DOI:
10.1177/00222429231185313
Language:
English
Publisher:
SAGE Publications
Publication Date:
2023
detail.hit.zdb_id:
2052318-X
detail.hit.zdb_id:
218318-3
SSG:
3,2
