Spillover Effects of Ingredient Branded Strategies on Brand Choice: A Field Study

Spillover Effects of Ingredient Branded Strategies on Brand Choice: A Field Study

Ingredient branding, or the use of two or more brand names on a single product, is widely seen as providing significant benefits in terms of increased product differentiation and greater market share. The association between two brand names can both enhance and dilute the brand equity of the host br...

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Bibliographic Details
Main Authors: Vanitha, Swaminathan, REDDY, Srinivas K., Dommer, Sara Loughran
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2012
Subjects:
Ingredient branding
Cobranding
Brand commitment
Brand loyalty
Advertising and Promotion Management
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/3346
https://ink.library.smu.edu.sg/context/lkcsb_research/article/4345/viewcontent/SpilloverEffectsIngredientBrandedStrategies_afv.pdf
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/lkcsb_research/3346
https://ink.library.smu.edu.sg/context/lkcsb_research/article/4345/viewcontent/SpilloverEffectsIngredientBrandedStrategies_afv.pdf

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