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Ingredient Branding as a Brand Building Instrument

Ingredient Branding as a Brand Building Instrument

Stefan H. Worm

60,49 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2008
Materia
Empresa y gestión
ISBN:
9783836468459
60,49 €
IVA incluido
Disponible

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Sobre IBD

The use of co-branded ingredients has become a popular means of improving customer response to brand extensions. Research in this area has however been limited to the host brand`s perspective. The present study shifts the focus to the ingredient brand`s perspective. The author develops a framework to examine how ingredient brands are affected when featuring co-branded extensions. The experimental results confirm that exposure to co-branded extensions alters custo­mer perceptions of the ingredient brand. Both the ingredient brand`s attribute associations and its perceived skilfulness in the extension category are enhanced. Furthermore, the results indicate that co-branding of extensions positively affects evaluations of other host brands` subsequently introduced products featuring the same ingre­dient brand.

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