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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.
Please use this url to cite or link to this publication:
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
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}},
}