Dissertation
Feedback effects in ingredient branded offerings
Washington State University
Doctor of Philosophy (PhD), Washington State University
05/2010
DOI:
https://doi.org/10.7273/000006176
Abstract
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. 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.
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Details
- Title
- Feedback effects in ingredient branded offerings
- Creators
- Jeffrey P. Radighieri
- Contributors
- Jean L. Johnson (Chair)Yany Gregoire (Committee Member)BABU JOHN MARIADOSS (Committee Member)Jeffrey Joireman (General Contributor) - Washington State University, Department of Marketing and International Business
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Publisher
- Washington State University
- Number of pages
- 158
- Identifiers
- 99901055120501842
- Language
- English
- Resource Type
- Dissertation