An exploratory study on the impact of two ingredient branding strategies on the host brand

Marie-Hélène Abbo ()
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Marie-Hélène Abbo: Groupe ESC Pau

No 402, Working Papers from Groupe ESC Pau, Research Department

Abstract: This exploratory study seeks to examine the impact of an ingredient branding strategy on the attitude toward and perceived quality of the host brand, depending on the partners brands' initial levels on these former variables. To better understand this impact, a review of the most relevant theories on co-branding, perceived quality and attitude toward the brand is first presented. Based on this literature review, a conceptual framework is proposed concerning the evolution of the associations tied to the host brand, the perceived quality and consumer attitude toward this brand, before and after an ingredient branding initiative. In an experiment, two ingredient branding cases are studied, semi-directive interviews of potential consumers being used to test the framework. Then, the research findings are compared to the theories previously developed. Finally, managerial implications, study limitations and further research areas are presented.

Keywords: brand attitude; brand image; exploratory study; ingredient branding; host brand; partner selection; perceived quality (search for similar items in EconPapers)
Pages: 17 pages
Date: 2005-01, Revised 2005-01
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