Unnoticed relationships: Do consumers experience co-branded products?
(2002) In Advances in Consumer Research 29. p.521-527- 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.
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/891363
- author
- Bengtsson, Anders LU
- organization
- publishing date
- 2002
- type
- Contribution to journal
- publication status
- published
- subject
- in
- Advances in Consumer Research
- volume
- 29
- pages
- 521 - 527
- publisher
- Association for Consumer Research
- external identifiers
-
- wos:000180515900152
- ISSN
- 0098-9258
- language
- English
- LU publication?
- yes
- id
- ef10776e-e3c0-4412-ba1e-6c443661c456 (old id 891363)
- date added to LUP
- 2016-04-01 16:33:42
- date last changed
- 2018-11-21 20:42:22
@article{ef10776e-e3c0-4412-ba1e-6c443661c456, 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.}}, author = {{Bengtsson, Anders}}, issn = {{0098-9258}}, language = {{eng}}, pages = {{521--527}}, publisher = {{Association for Consumer Research}}, series = {{Advances in Consumer Research}}, title = {{Unnoticed relationships: Do consumers experience co-branded products?}}, volume = {{29}}, year = {{2002}}, }