When Hershey Met Betty - Exploring the Symbolic Dimension of Co-Branding
AbstractAn emergent line of research on consumers and their evaluations of co-branding shows that a brand ally might strengthen the market position for the co-brand as well as its constituent brands. This article provides a critical review of and a discussion about the limitations of existing research. It is argued that the symbolic dimension of consumption is an unexplored aspect in research on co-branding. Through a close reading of a co-branded product, it is illustrated that the symbolic meanings that are at stake in co-branding go far beyond the rational and cognitive dimensions accounted for in existing research. By incorporating this neglected perspective, a more comprehensive understanding of co-branding and its implication for brand management can be achieved.
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Bibliographic InfoPaper provided by Lund University, Institute of Economic Research in its series Working Paper Series with number 2004/4.
Length: 20 pages
Date of creation: 27 Jan 2004
Date of revision:
Contact details of provider:
Postal: Institutet för Ekonomisk Forskning, Box 7080, SE-220 07 LUND, Sweden
Phone: +46 46-222 32 61
Fax: +46 46-222 34 06
Web page: http://www.lri.lu.se/
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Co-branding; consumer research; symbolic consumption; brand management;
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