National Brand-Private Brand Strategic Alliances Through Ingredient Branding: An Exploratory Empirical Evaluation
نویسندگان
چکیده
Can using a national brand ingredient benefit a private brand without hurting the national brand? An experiment showed that a private brand with a name brand ingredient was perceived more positively. However, the national brand was not diminished by the association with the private brand. Implications and future research directions are discussed.
منابع مشابه
Impact of Corporate Reputation on Brand Segmentation Strategy : An Empirical Study from Iranian Pharmaceutical Companies
Abstract Impact of Corporate Reputation on Brand Segmentation Strategy : An Empirical Study from Iranian Pharmaceutical Companies The impact of corporate reputation uses, including value creation, corporate communication and strategic resources on branding strategies such as segmentation and producing intangible assets for different industries is investigated in western countr...
متن کاملDesigning a model for holding mega sport events with an emphasis on national brand development
The present study seeks a model for holding major sporting events with an emphasis on national brand development. The research method is a mixture of qualitative and quantitative. In the quantitative part, the statistical population, including professors and sports activists, and the statistical sample was done by stratified random sampling. Adequate number for modeling in pls software was 300 ...
متن کاملContext effects in the evaluation of business-to-business brand alliances
a r t i c l e i n f o Brand alliances in the business-to-business domain are becoming increasingly popular. This study investigates the impact of context-related effects on the formation of evaluation perceptions in B2B brand alliances. Assimilation and contrast effects represent the conceptual framework. Employing an experimental design we test the influence of two contextual factors on a rang...
متن کاملImpact of Corporate Reputation on Brand Differentiation : An Empirical Study from Iranian Pharmaceutical Companies
The influence of company reputation, or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe . To establish the western researcher’s external validity of theories in other count...
متن کاملImpact of Corporate Reputation on Brand Differentiation : An Empirical Study from Iranian Pharmaceutical Companies
The influence of company reputation, or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe . To establish the western researcher’s external validity of theories in other count...
متن کامل