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The Effects of ingredient branding strategies on host brand extendibility

A decision of increasing importance is how ingredient attributes that make up a product should be labeled or branded, if at all. A laboratory experiment was conducted to consider how ingredient branding affects consumer acceptance of a novel line extension (or one that has not been introduced before) as well as the ability of the brand to leverage that ingredient to introduce future category extensions. Two particular types of novel line extensions or brand expansions are studied: (1) slot-filler expansions, in which the level of one existing product attribute changes and (2) new attribute expansions, in which an entirely new attribute or characteristic is added to the product. The study examines two types of ingredient branding strategies by branding the target attribute ingredient for the brand expansion with either a new name as a self-branded ingredient or an established, well-respected name as a cobranded ingredient..Printed Journal

Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit American Marketing Association.,
Edisi -
Subjek Brands
Statistical analysis
Market research
Market strategy
studies
Product lines
Ingredients
ISBN/ISSN 222429
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
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