Print Email Facebook Twitter Fusing products and brands: When does partnering pay off? Title Fusing products and brands: When does partnering pay off? Author Bouten, L.M. Sääksjärvi, M.C. Faculty Industrial Design Engineering Department Product Innovation Management Date 2009-12-31 Abstract 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 used. We also found that a cobranded hybrid is preferred over a single-branded hybrid when the hybrid is interpreted symmetrically. Finally, we confirmed that a hybrid with emergent attributes is evaluated more positively than a hybrid product with no emergent attributes. To reference this document use: http://resolver.tudelft.nl/uuid:4fa4fa0c-005b-410d-9903-7b8e49df8faa Publisher Society for Consumer Psychology Source Proceedings of the Society for Consumer Psychology - Annual Winter Conference, 12-14 February, 2009, San Diego Part of collection Institutional Repository Document type conference paper Rights (c) 2009 Bouten, L.M. ; Sääksjärvi, M.C. Files PDF 247976.pdf 29.82 KB Close viewer /islandora/object/uuid:4fa4fa0c-005b-410d-9903-7b8e49df8faa/datastream/OBJ/view