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Opis

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.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Economics

• Pełny tytuł: Ingredient Branding as a Brand Building Instrument
• Autor: Stefan H. Worm
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 120
• EAN: 9783836468459
• ISBN: 383646845X
• ID: 04336113
• Wydawca: VDM Verlag Dr. Mueller E.K.
• Waga: 172 g
• Wymiary: 229 × 152 × 6 mm
• Data wydania: 02. July 2008

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