Ingredient Branding as a Brand Building Instrument
How Ingredient Brands Gain from Co-Branded Extensions
(Sprache: Englisch)
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...
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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.
Autoren-Porträt von Stefan H. Worm, Stefan H. Worm
H. Worm, StefanStefan H. Worm is currently a visiting scholar at Emory University, USA. He is also a Ph.D. candidate in Marketing at the University of Kaiserslautern, Germany and a Doctoral Fellow of the Institute for the Study of Business Markets at Penn State University, USA.
Bibliographische Angaben
- Autoren: Stefan H. Worm , Stefan H. Worm
- 2008, 120 Seiten, Maße: 15,1 x 22,9 cm, Kartoniert (TB), Englisch
- Verlag: VDM Verlag Dr. Müller e.K.
- ISBN-10: 383646845X
- ISBN-13: 9783836468459
Sprache:
Englisch
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