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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2012
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| Subjects: | |
| 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 |