# Branding Co-Creation with Consumer-Generated Advertising: Effect on Creators and Observers

> Research article (Journal of Advertising, 2021) · cited 20× · AI/ML

**Wikidata**: [openalex:W3207571470](https://www.wikidata.org/wiki/openalex:W3207571470)  
**Source**: https://4ort.xyz/entity/branding-co-creation-with-consumer-generated-advertising-effect-on-creators-and-observers