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- Title
Unnoticed Relationships: Do Consumers Experience Co-branded Products?
- Authors
Bengtsson, Anders
- Abstract
This paper takes an interpretive approach to consumers' experiences with co-branded products. While the intended benefits of combining brands in a co-branded product are obvious for the brand owners, it is far from clear that consumers experience these products as co-branded. Results indicate that consumer experiences with co-branded products vary from being very rich to nonexistent. The findings also highlight that a combination of two brands can be experienced in several different ways resulting in multiple meanings.
- Subjects
JOINT products; BRAND choice
- Publication
Advances in Consumer Research, 2002, Vol 29, Issue 1, p521
- ISSN
0098-9258
- Publication type
Article