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

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 co-branding 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.