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This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.

A 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments.

Non-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions.

Future research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation.

Brand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play.

This study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.

The purpose of this paper is to propose a scheme that allows users to interactively explore relations between entities in knowledge bases (KBs). KBs store a wide range of knowledge about real-world entities in a structured form as (subject, predicate, object). Although it is possible to query entities and relations among entities by specifying appropriate query expressions of SPARQL or keyword queries, the structure and the vocabulary are complicated, and it is hard for non-expert users to get the desired information. For this reason, many researchers have proposed faceted search interfaces for KBs. Nevertheless, existing ones are designed for finding entities and are insufficient for finding relations.

To this problem, the authors propose a novel “relation facet” to find relations between entities. To generate it, they applied clustering on predicates for grouping those predicates that are connected to common objects. Having generated clusters of predicates, the authors generated a facet according to the result. Specifically, they proposed to use a couple of clustering algorithms, namely, agglomerative hierarchical clustering (AHC) and CANDECOMP/PARAFAC (CP) tensor decomposition which is one of the tensor decomposition methods.

The authors experimentally show test the performance of clustering methods and found that AHC performs better than tensor decomposition. Besides, the authors conducted a user study and show that their proposed scheme performs better than existing ones in the task of searching relations.

The authors propose a relation-oriented faceted search method for KBs that allows users to explore relations between entities. As far as the authors know, this is the first method to focus on the exploration of relations between entities.