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Feedback effects in ingredient brand...

Radighieri, Jeffrey P.

Feedback effects in ingredient branded offerings.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
書名/作者:	Feedback effects in ingredient branded offerings.
作者:	Radighieri, Jeffrey P.
面頁冊數:	158 p.
附註:	Source: Dissertation Abstracts International, Volume: 71-10, Section: A, page: 3721.
Contained By:	Dissertation Abstracts International71-10A.
標題:	Business Administration, Marketing.
ISBN:	9781124215938
摘要、提要註:	Ingredient branding is a marketing strategy that is on the rise in the marketplace. This strategy, a special case of a brand alliance, is used to help firms gain a foothold in a new market or strengthen their position in current markets through the development of ingredient branded offerings (henceforth called IBOs). An IBO involves a branded ingredient residing within another branded product (e.g. Betty Crocker cake mix with Hershey's chocolate). Through the use of a brand partner, brands are able to increase their visibility and credibility in markets. However, in spite of the benefits provided by ingredient branding, there are many unanswered questions regarding the use of this strategy. Of utmost importance is the impact of this strategy on the involved brands. The impact of an IBO on the parent brands occurs through a mechanism called feedback effects, which involves information about the IBO impacting the individual brands. Ingredient branding is touted as a strategy to help firms build their brands, yet this advantage has not been clearly documented.
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3421650

Feedback effects in ingredient branded offerings.
Radighieri, Jeffrey P.

Feedback effects in ingredient branded offerings. - 158 p.

Source: Dissertation Abstracts International, Volume: 71-10, Section: A, page: 3721.

Thesis (Ph.D.)--Washington State University, 2010.

Ingredient branding is a marketing strategy that is on the rise in the marketplace. This strategy, a special case of a brand alliance, is used to help firms gain a foothold in a new market or strengthen their position in current markets through the development of ingredient branded offerings (henceforth called IBOs). An IBO involves a branded ingredient residing within another branded product (e.g. Betty Crocker cake mix with Hershey's chocolate). Through the use of a brand partner, brands are able to increase their visibility and credibility in markets. However, in spite of the benefits provided by ingredient branding, there are many unanswered questions regarding the use of this strategy. Of utmost importance is the impact of this strategy on the involved brands. The impact of an IBO on the parent brands occurs through a mechanism called feedback effects, which involves information about the IBO impacting the individual brands. Ingredient branding is touted as a strategy to help firms build their brands, yet this advantage has not been clearly documented.

ISBN: 9781124215938Subjects--Topical Terms:

423167
Business Administration, Marketing.

Feedback effects in ingredient branded offerings.
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100 1 $a Radighieri, Jeffrey P. $3 423426
245 1 0 $a Feedback effects in ingredient branded offerings.
300 $a 158 p.
500 $a Source: Dissertation Abstracts International, Volume: 71-10, Section: A, page: 3721.
500 $a Adviser: Jean L. Johnson.
502 $a Thesis (Ph.D.)--Washington State University, 2010.
520 $a Ingredient branding is a marketing strategy that is on the rise in the marketplace. This strategy, a special case of a brand alliance, is used to help firms gain a foothold in a new market or strengthen their position in current markets through the development of ingredient branded offerings (henceforth called IBOs). An IBO involves a branded ingredient residing within another branded product (e.g. Betty Crocker cake mix with Hershey's chocolate). Through the use of a brand partner, brands are able to increase their visibility and credibility in markets. However, in spite of the benefits provided by ingredient branding, there are many unanswered questions regarding the use of this strategy. Of utmost importance is the impact of this strategy on the involved brands. The impact of an IBO on the parent brands occurs through a mechanism called feedback effects, which involves information about the IBO impacting the individual brands. Ingredient branding is touted as a strategy to help firms build their brands, yet this advantage has not been clearly documented.
520 $a Because of this key gap in the literature, in this dissertation I investigate factors related to this strategy that can impact a firm's ability to engage in brand building. Specifically, I focus on three major issues that can impact the involved brands. The first is parent brand equity asymmetry, which is the gap in equity levels between the two brands involved in the IBO. The second issue, product outcome, involves the performance of IBO in the marketplace. The third issue, partnership initiation, is concerned with who created the alliance. The results of this dissertation indicate that each of these unique issues have differing effects on the brands involved in the IBO. To further examine feedback effects, I also empirically show that an IBO is a superior strategy to a brand extension under certain conditions.
590 $a School code: 0251.
650 4 $a Business Administration, Marketing. $3 423167
690 $a 0338
710 2 $a Washington State University. $3 423252
773 0 $t Dissertation Abstracts International $g 71-10A.
790 1 0 $a Johnson, Jean L., $e advisor
790 $a 0251
791 $a Ph.D.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3421650

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