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When Hershey Met Betty - Exploring the Symbolic Dimension of Co-Branding

Author

Listed:
  • Bengtsson, Anders

    (Department of Business Administration, School of Economics and Management, Lund University)

Abstract

An 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.

Suggested Citation

  • Bengtsson, Anders, 2004. "When Hershey Met Betty - Exploring the Symbolic Dimension of Co-Branding," Working Paper Series 2004/4, Lund University, Institute of Economic Research.
    • Handle: RePEc:hhb:lufewp:2004_004
    as

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