Searched for: department:"Product%5C%2BInnovation%5C%2BManagement"
(1 - 2 of 2)
document
Bouten, L.M. (author)
Co-branding is a form of cooperation between two brands with significant consumer recognition that results in the creation and introduction of a new product on which both brands are visible. Although co-branding results in the creation and introduction of a new product through collaboration, the current literature on cobranding focuses on either...
doctoral thesis 2010
document
Bouten, L.M. (author), Sääksjärvi, M.C. (author)
The goal of this study was to examine consumer reactions towards branded hybrid product. We examined how consumers interpret and evaluate hybrids with a single brand vs. multiple brands. The results show that consumers are more likely to interpret a product symmetrically (i.e., give equal status to both categories) when two category cues are...
conference paper 2009