{"product_id":"ingredient-branding-as-a-brand-building-instrument-paperback","title":"Ingredient Branding as a Brand Building Instrument - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eStefan H. Worm\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eThe 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 custo-mer 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 ingre-dient brand.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 120\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.25 x 9 x 6 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e July 02, 2008\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":53273631490355,"sku":"9783836468459","price":83.21,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0300\/5595\/6612\/files\/LU7eixXjGn9783836468459.webp?v=1776891209","url":"https:\/\/www.vysn.com\/en-ca\/products\/ingredient-branding-as-a-brand-building-instrument-paperback","provider":"VYSN","version":"1.0","type":"link"}