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Ingredient Branding as a Brand Building Instrument
Ingredient Branding as a Brand Building Instrument
Ingredient Branding as a Brand Building Instrument
Ingredient Branding as a Brand Building Instrument
Ingredient Branding as a Brand Building Instrument
Ingredient Branding as a Brand Building Instrument
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Ingredient Branding as a Brand Building Instrument

Stefan H. Worm

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Paperback / softback
02 July 2008
RRP: $78.69
$63.00
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Description  
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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RRP: $78.69
$63.00
In Stock: Ships in 4-6 Working Days
In Stock: Ships in 7-9 Days
Hurry up! Current stock:
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Flat Rate Shipping  
Easy Returns  

Ingredient Branding as a Brand Building Instrument

RRP: $78.69
$63.00

Description

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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