Bookcover of Ingredient Branding as a Brand Building Instrument
Booktitle:

Ingredient Branding as a Brand Building Instrument

How Ingredient Brands Gain from Co-Branded Extensions

VDM Verlag Dr. MŸller Aktiengesellschaft & Co. KG (2008-07-01 )

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ISBN-13:

978-3-8364-6845-9

ISBN-10:
383646845X
EAN:
9783836468459
Book language:
English
Blurb/Shorttext:
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.
Publishing house:
VDM Verlag Dr. MŸller Aktiengesellschaft & Co. KG
By (author) :
Stefan H. Worm
Number of pages:
120
Published on:
2008-07-01
Stock:
Available
Category:
Advertisement, marketing
Price:
49.00 €
Keywords:
Brand, Marke, Ingredient Branding, Co-Branding, brand extension, Brand Associations, Markenassoziationen, Brand Equity, Brand Management, Markenmanagement

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