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Unnoticed relationships: Do consumers experience co-branded products?

Bengtsson, Anders LU (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.
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author
organization
publishing date
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
2008-01-17 10:39:16
date last changed
2016-04-16 04:31:59
@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},
}