publication . Article . Other literature type . 2013

Brands as Product Coordinators: Matching Brands Make Joint Consumption Experiences More Enjoyable

Rahinel, Ryan; Redden, Joseph P.;
Open Access
  • Published: 01 Apr 2013 Journal: Journal of Consumer Research, volume 39, issue 6, pages 1,290-1,290
Abstract
People often consume multiple products at the same time (e.g., chips and salsa). Four studies demonstrate that people enjoy such joint consumption experiences more when the products are merely labeled with the same brand (vs. different brands). Process evidence shows that this brand matching effect arises because matching brand labels cue consumers’ belief that the two products were coordinated through joint testing and design to go uniquely well together. This shows that there is no universal answer to which brand a consumer likes the most; it depends on what other brands are consumed with it. More generally, the authors establish that a simple additive model o...
Subjects
free text keywords: Marketing, Economics and Econometrics, Business and International Management, Arts and Humanities (miscellaneous), Anthropology, Brand equity, Business, Advertising, Brand awareness, Brand extension, Brand management, business.industry
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publication . Article . Other literature type . 2013

Brands as Product Coordinators: Matching Brands Make Joint Consumption Experiences More Enjoyable

Rahinel, Ryan; Redden, Joseph P.;