The present research delves into the concept of celebrity co-creation from the consumer behavior perspective. It explores the impact of the degree of a celebrity's involvement with a brand (celebrity as an endorser vs. celebrity as a co-creator) on consumers' advertisement and brand-based evaluations (Study 1) and purchase behavior (Study 2). The research subsequently incorporates the mediating effects of consumers' perceived risk (Study 3) and the moderating effect of celebrity expertise (Study 4) in the relationships. Three of the four studies were controlled experiments among nonstudent samples (combined n = 486), while one was a field study. Major findings indicate that a celebrity co-creator is more effective than a celebrity endorser, but both cases of celebrity presence are more effective than the control (Studies 1 and 2). This effect is observed to be mediated by the consumers' perceived risk (Study 3) and moderated by the celebrity's expertise (Study 4). The present research provides a new direction to value co-creation research from the communications perspective and adds to the literature on celebrity endorsements.

中文翻译：

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名人联合创作者还是名人代言人？探索营销传播决策中的中介和调节因素

本研究从消费者行为的角度深入探讨名人共创的概念。它探讨了名人参与品牌的程度（名人作为代言人与名人作为共同创造者）对消费者广告和基于品牌的评价（研究 1）以及购买行为（研究 2）的影响。随后，该研究纳入了消费者感知风险（研究 3）的中介效应和名人专业知识（研究 4）在关系中的调节效应。四项研究中的三项是非学生样本中的对照实验（总计n  = 486），而一项是现场研究。主要研究结果表明，名人共同创作者比名人代言人更有效，但这两种名人存在的情况都比对照组更有效（研究 1 和 2）。据观察，这种效应是由消费者感知的风险（研究 3）调节的，并由名人的专业知识调节（研究 4）。本研究为从传播角度进行价值共同创造研究提供了新的方向，并丰富了名人代言的文献。