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

Ryan Rahinel, Unversity of Minnesota, USA
Joseph Redden, Unversity of Minnesota, USA
In four studies, the authors demonstrate that jointly consuming products labeled with the same brands is enjoyed more than consuming those labeled with different brands. Process evidence suggests that the effect arises because a shared brand cues that the two products were designed and tested to uniquely go well together.
[ to cite ]:
Ryan Rahinel and Joseph Redden (2011) ,"Brands As Product Coordinators: Matching Brands Make Joint Consumption Experiences More Enjoyable", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 479-480.