The Impact of Ingredient Branding Strategies on Brand Expansion

• Main Authors: Ching-Wen Huang, 黃靜文
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/72412505017271551207

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 91 === The ingredient branding strategies are divided into self-ingredient branding strategy and cobranded ingredient branding strategy and study the impact of ingredient branding strategies on two type of brand expansion. The purposes of this study to explore （1）the impact of each ingredient branding strategies on brand equity.（2）the impact of each brand expansion on brand equity.（3）The impact of compose of ingredient branding strategies and brand expansion on brand equity.（4）the interference of ownership effect and product category similarity on the impact of brand equity. The study use an experimental design to describe the characteristic of product on composes of ingredient branding strategies and brand expansion. The experimental brand is “DOVE’. The female of 21-29 years old are recruited as research subject. The results indicate that the impact of compose of ingredient branding strategies and brand expansion on brand equity have significant difference. And the interference of product category similarity on the impact of brand equity has significant difference. The interference of ownership effect just only affects the compose of cobranded ingredient branding strategies and new attribute expansion on brand equity