Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Ingredient Branding as a Brand Building Instrument

Ingredient Branding as a Brand Building Instrument

Worm, Stefan H.

Paperback

Business General

ISBN10: 383646845X
ISBN13: 9783836468459
Publisher: Vdm Verlag
Published: Jul 2 2008
Pages: 120
Weight: 0.38
Height: 0.25 Width: 6.00 Depth: 9.00
Language: English
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.

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