An empirical study of ingredient branding

Pao Yue-kong Library Electronic Theses Database

An empirical study of ingredient branding

 

Author: Lo, Kim-sang Aaron
Title: An empirical study of ingredient branding
Degree: D.B.A.
Year: 2003
Subject: Hong Kong Polytechnic University -- Dissertations
Brand name products
Brand choice
Department: Graduate School of Business
Pages: vi, 90 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1740416
URI: http://theses.lib.polyu.edu.hk/handle/200/3266
Abstract: Having identified the gaps in previous research, this study examines the new emerging brand alliance practice - ingredient branding - in a new product context, that of search goods. The research outlines a theoretical framework by including three key constructs - consumers' attitude, quality perception, and value perception -and one moderator, the familiarity of the host brand. Further, to test the applicability of the component ingredient branding theory in search goods, and to enhance the understanding of key constructs in the theory, this study empirically examines the model with two types of search goods - the air conditioner and the personal computer - and with a true consumer sample. The results are supportive of the hypothesis that when an unfamiliar host brand aligns itself with a familiar ingredient brand, the ingredient branding helps enhance consumers' attitude and quality perception of the brand alliance, even though it hardly enhances consumers' value perception. On the other hand, when a familiar host brand aligns itself with a familiar ingredient brand, it has little influence on the brand alliance. The results enable an exploration of the critical but long-overlooked strategic implications for mixed brand managers, including host and ingredient brand managers, and unfamiliar and familiar brand managers. Finally, the limitations and directions for future research are discussed.

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