Ingredient Branding as a Brand Building Instrument (Paperback) (ISBN-13: 9783836468459)

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 custo-mer 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 ingre-dient brand.

Author: Stefan H. Worm
ISBN-10: 383646845X
ISBN-13: 9783836468459
Publisher: VDM Verlag Dr. Mueller E.K.
Language: English
Published: 07/02/2008
Pages: 120
Format: Paperback
Weight: 0.38lbs
Size: 9.00h x 6.00w x 0.25d