VDM Verlag Dr. Mueller E.K.
Ingredient Branding as a Brand Building Instrument
Product Code:
9783836468459
ISBN13:
9783836468459
Condition:
New
$53.25
Ingredient Branding as a Brand Building Instrument
$53.25
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 |
| Publisher: VDM Verlag Dr. Mueller E.K. |
| Publication Date: Jul 02, 2008 |
| Number of Pages: 120 pages |
| Binding: Paperback or Softback |
| ISBN-10: 383646845X |
| ISBN-13: 9783836468459 |
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