Ingredient Branding as a Brand Building Instrument
How Ingredient Brands Gain from Co-Branded Extensions
978-3-8364-6845-9
383646845X
120
2008-07-01
49,00 €
eng
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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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PubblicitĂ , Marketing
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