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Ingredient Branding As a Brand Building Instrument

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ISBN-10: 383646845X

ISBN-13: 9783836468459

Edition: 2008

Authors: Stefan H. Worm

List price: $64.00
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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 brands perspective. The present study shifts the focus to the ingredient brands 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 brands attribute associations and its perceived skilfulness in the extension category are enhanced. Furthermore, the results indicate that co-branding of extensions…    
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Book details

List price: $64.00
Copyright year: 2008
Publisher: AV Akademikerverlag GmbH & Co. KG
Binding: Paperback
Pages: 120
Size: 6.00" wide x 9.00" long x 0.25" tall
Weight: 0.418
Language: English