Symbolic Brand Synergy: When 1 Is Greater Than 2

Sean Coary, St. Joseph's University
This research studies the effect of brand combinations in settings of symbolic complementarity, where one product is consumed with another supporting product (e.g., beer and glass). Results from three studies demonstrate that the consumed product is preferred when the brand of the supporting product is matched with it.
[ to cite ]:
Sean Coary (2015) ,"Symbolic Brand Synergy: When 1 Is Greater Than 2", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 163-169.