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by Stefan H. Worm (Author)
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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| Delivery | Estimated between and . Will usually ship within 1 business day. |
Description
by Stefan H. Worm (Author)
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.
Shipping
| Shipping | This item ships to |
| Delivery | Estimated between and . Will usually ship within 1 business day. |
