When Hershey met Betty: Love, lust and co-branding

Journal of Product and Brand Management

Volumn 14, Issue 5, 2005, Pages 322-329

  Askegaard, Søren ^a   Bengtsson, Anders ^b  

^a UNIVERSITY OF SOUTHERN DENMARK   (Denmark)

^b SUFFOLK UNIVERSITY   (United States)

Author keywords

Brand management; Culture (sociology); Imagination; Myths; Storytelling

Indexed keywords

EID: 26044432873     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420510616359     Document Type: Article

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