A Study of the Effects of Ingredient Branding Strategies and Product Involvement on Brand Expansion

• Main Authors: Yeh Wuchi, 葉吳極
• Other Authors: Jinshyang Roan
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/24704257406410542261

碩士 === 東吳大學 === 企業管理學系 === 92 === Ingredient branding, in which key attributes of one brand are incorporated into another brand as ingredients, is becoming increasingly popular among marketers. The strategy is an example of a broader marketing trend reflected by the increasing number of firms that are establishing brand alliances by linking themselves through their products or other aspects of their marketing program to other firms or brands. The basic motivation for using ingredient branding is that it enhances the differentiation of the host brand from competition by characterizing the ingredient attribute in the host brand more specifically. This will improve the competitiveness of the host brand. Moreover, ingredient branding could enhance the equity of the host brand by sending a strong signal to consumers that the host product offers the combined benefits of two quality brands in one. The purpose of the present study is to consider how consumers evaluate ingredient brand and host brand with different ingredient branding strategy in two brand expansion types. Besides, we also want to explore the influence of the product involvement on ingredient brand and the influence of the ingredient brand evaluation on host brand evaluation. This study uses several brand expansions as experimental factors. The experimental design involved a 2 (expansion type: slot-filler or new attribute) x 2 (ingredient branding strategy: self-branded or cobranded ingredient) mixed factorial experiment. The moderating variable is product involvement. The results indicate that ingredient branding strategies are significantly correlated with the ingredient brand evaluation. Moreover, the Brand expansion type and ingredient branding strategy also have interaction effect on ingredient brand evaluation. Finally, the ingredient brand with lower product involvement is significantly affected by different ingredient branding strategy, but this phenomenon is not seen in low-involvement products.