An Empirical Research on the Effects of Ingredient Brand Equity on Consumer’s Brand Evaluation

Yan-qun Zheng and Meng-ju Shi ()
Additional contact information
Yan-qun Zheng: Wuhan Institute of Technology
Meng-ju Shi: Wuhan Institute of Technology

A chapter in Proceedings of 2013 4th International Asia Conference on Industrial Engineering and Management Innovation (IEMI2013), 2014, pp 615-623 from Springer

Abstract: Abstract More and more enterprises adopt the ingredient brand combination strategy; they hope with the help of the good image of ingredient brand to enhance their brand value. In this paper, through empirical study I found that ingredient brand equity does influence the level of consumers’ evaluation of the main brand; through further analysis, I believe that when consumers think over the component brand equity, they will be affected by their own product knowledge and involvement on the subject.

Keywords: Brand alliance; Brand equity; Brand evaluation; Ingredient brand (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40060-5_59

Ordering information: This item can be ordered from
http://www.springer.com/9783642400605

DOI: 10.1007/978-3-642-40060-5_59

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().