Brand Synergy in Multi-Product Experiences

Ryan Rahinel, University of Minnesota, USA
Joseph Redden, University of Minnesota, USA
Across five studies, we demonstrate that experiences involving multiple products of the same brand are evaluated more positively than experiences involving products of different brands, which we term the brand synergy effect. Our data suggests that the desire to have a single “coordinator” for experiences accounts for this effect.
[ to cite ]:
Ryan Rahinel and Joseph Redden (2011) ,"Brand Synergy in Multi-Product Experiences", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.