Издательство: | Книга по требованию |
Дата выхода: | июль 2011 |
ISBN: | 978-3-8364-6845-9 |
Объём: | 120 страниц |
Масса: | 203 г |
Размеры(В x Ш x Т), см: | 23 x 16 x 1 |
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 customer 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 ingredient brand.
Данное издание не является оригинальным. Книга печатается по технологии принт-он-деманд после получения заказа.