When Hershey Met Betty Exploring the Symbolic Dimension of Co - Branding 2004 / 4

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 cobranding 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.