政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/78150
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113392/144379 (79%)
造訪人次 : 51211160      線上人數 : 909
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 會議論文 >  Item 140.119/78150


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/78150


    題名: Ingredient Branding Alliances: An Investigation of Brand Awareness and Feedback Effects
    作者: Lou, Yung-Chien;Tsai, Meng-Chun;Yan, Xiu-Hua
    樓永堅;蔡孟君
    貢獻者: 企管系
    日期: 2008
    上傳時間: 2015-09-02 14:51:05 (UTC+8)
    摘要: The main motivation for adopting ingredient branding is that it helps the host brand to improve distribution accessibility, differentiate itself from other competitors and enhance the equity of the host brand by providing a strong signal to consumers that the composite product offers the combined benefits of two brands (Desai and Keller, 2002; Norris 1992). The ingredient brand can also build end users` brand preference, stabilize consumers demand, and establish long-term relations with manufacturers (Norris 1992). Desai and Keller (2002) defined ingredient branding as brand alliances by linking themselves through their products or other aspects of their marketing program to other firms of brands. Ingredient brand acts as one part of the product produced by the host brand. They also found that co-branded ingredient leads to more favorable evaluations of the products because ingredient brand could broaden the equity and improve the credibility of the host brand. And the ingredient brand may enhance its bargaining power to the host brand by increasing customers` awareness of its own brand name. Washburn et al. (2000) argued that regardless the original brands had high or low brand equity in consumers` perception, both partners would benefit from co-branding strategy. A high equity brand would not denigrate even if it paired with a low equity partner. Rodrigue and Biswas (2004) demonstrated that consumers` attitudes toward both original brands showed a positive feedback effect in their empirical study. They also found that the feedback effect was moderated by the exclusivity of the contract which represented the dependency of the ingredient brand. On the other hand, ingredient branding may be at the risk of brand equity diluting due to unsuccessful branding strategy. The host and ingredient brands may benefit if the branding strategy succeeds, but they may suffer from failures. Thus, we propose that the success of ingredient branding would lead to positive feedback effect on both host and ingredient brands, but the failure would lead to negative feedback effect on both brands. Although researchers found some moderators, such as favorability (Park et al. 1996), familiarity (Simonin and Ruth 1998), and quality (McCarty and Norris 1999), influence the feedback effect on brands alliances, those moderators were somehow similar and correlated. In fact, high-familiarity brands are often popular and accepted by most consumers. Consumers` attitudes toward the popular brands would usually be better than other brands. It is also a signal of high quality otherwise there will not be so many consumers paying for it. In the current study, we used the similar term brand awareness as the moderator due to the extensiveness of this concept. Another factor which may influence the feedback effect of ingredient branding is the outcome of the alliance. This factor only appeared in the brand extension literature. Keller and Aaker (1992) found that a consumer would evaluate an average quality core brand more positively than high quality one when the alliance is successful. However, an unsuccessful extension did not affect consumers` evaluation on the core brand regardless of the quality level of the core brand. Since brand with high awareness somehow represents higher quality, consumers may think ingredient branding alliance ought to be successful. Thereby, when the allied product does not perform well, consumers` attitudes toward the high-awareness brand would become less favorable than the low-awareness one. Conversely, consumers often do not have much expectation on low-awareness brand. An unsuccessful product of the brand may be considered common, but a successful alliance may surprise the consumers and increase their favorable attitudes toward the focal brand. Since the ingredient brand acts as a component of the product of host brand, the strength of feedback effect on two brands may be different.…
    關聯: Advances in Consumer Research - European Conference Proceedings, 8, 232-233
    資料類型: conference
    顯示於類別:[企業管理學系] 會議論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    232-233.pdf172KbAdobe PDF2586檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋