Is the Invisible Really Invisible? : A qualitative study about how consumer’s attitudes are affected by ingredient branding
Background: Branding in the B2B sector can be conducted in a phenomenon called ingredient branding. Ingredient branding is an alliance between two brands where the ingredient brand is applied on a host brand and works as an ingredient on the product. An ingredient brand works as a guarantor for the...
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| Format: | Others |
| Language: | English |
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Linnéuniversitetet, Institutionen för marknadsföring (MF)
2016
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-55597 |