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Dissertations / Theses on the topic 'Ingredient Branding'
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Skalski, Cali. "The Effects of Ingredient Branding on Restaurant Menu Items." Ohio University Honors Tutorial College / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1400523902.
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Radighieri, Jeffrey P. "Feedback effects in ingredient branded offerings." Pullman, Wash. : Washington State University, 2010. http://www.dissertations.wsu.edu/Dissertations/Spring2010/j_radighieri_041410.pdf.
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Steinstö, Jakob. "Is the Invisible Really Invisible? : A qualitative study about how consumer’s attitudes are affected by ingredient branding." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-55597.
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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 host brand. Ingredient brand will be used to enhance and build associations to a host brand. Purpose: The purpose of the thesis is to investigate how consumer’s attitudes are affected by ingredient branding on products in the segment of low price host brands. Research Questions: How does an ingredient brand affect consumer’s attitudes on a low price host brand in a positive or a negative way? How does an ingredient brand affect consumer’s attitudes on high or low involvement products? Method: The thesis was conducted as a qualitative research with an abductive approach and focus groups as data collection method. Conclusion: Ingredient branding can change consumer’s attitudes both in a positive and negative way on products in the segment of low price brands. This research shows that when an ingredient brand is added the consumer are expecting that the price and quality increase on the end product. An ingredient brand has low effect on consumer’s attitudes on high involvement products and high effect on low involvement products.
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Birgersson, Stefan, David Göransson, and Mikael Swärdh. "Ingredient branding : In high involvement and high cost product categories." Thesis, Växjö University, School of Management and Economics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-866.
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<p>Ingredient branding implies that a company incorporates an additional brand into their product in order to increase consumer awareness. This has been proven to be successful in certain product categories such as computers and food. These products can be seen as low involvement and low cost products, since they are bought frequently and generally involves low risk for the consumer. Ingredient branding has never been tested on product categories that are categorised as high involvement and high cost, which is therefore the intention of this thesis. By investigating consumers’ attitudes and perception of quality, towards advertisements with and without ingredient brands, we conclude that ingredient branding does not affect consumers in high involvement and high cost product categories, nor in a positive or negative way.</p>
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Birgersson, Stefan, David Göransson, and Mikael Swärd. "Ingredient Branding : In high involvement and high cost product categories." Thesis, Växjö University, School of Management and Economics, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-826.
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<p>Ingredient branding implies that a company incorporates an additional brand into their product in order to increase consumer awareness. This has been proven to be successful in certain product categories such as computers and food. These products can be seen as low involvement and low cost products, since they are bought frequently and generally involves low risk for the consumer. Ingredient branding has never been tested on product categories that are categorised as high involvement and high cost, which is therefore the intention of this thesis. By investigating consumers’ attitudes and perception of quality, towards advertisements with and without ingredient brands, we conclude that ingredient branding does not affect consumers in high involvement and high cost product categories, nor in a positive or negative way.</p>
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Kim, Pielah. "A New Approach to Co-branding: Visual Artist and Fashion Retailer Ingredient Branding and Hedonic Brand Extension." The Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1436882468.
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Dahlin, Carl Johan, and Eleonor Andersson. "Co-‐branding i modevärlden -‐ En studie i hur co-‐branding påverkar ett modeföretags brand equity." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17422.
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Syfte - Studien syftar till att undersöka hur ett modeföretags icke-finansiella(konsumentbaserade) brand equity påverkas av co-branding. Studien undersöker hur ettsamarbete mellan två modeföretag, så kallat intrabranschsamarbete, påverkar huvudvarumärketsicke-finansiella brand equity.Metod - Studien utgår från Aakers modell för att mäta brand equity. Metoden för studien harvarit att använda fokusgrupper för att undersöka konsumentattityder till co-branding. I studienanvändes ett verklighetsbaserat modesamarbete som diskussionsunderlag för fokusgrupperna,där ett fallföretag och dess samarbete med en annan modeaktör valdes ut. Totalt 12 styckenstudenter från Textilhögskolan i Borås deltog i studien, fördelat över två fokusgrupper.Fynd - Studien visar att ett modevarumärkes brand equity kan stärkas och påverkas positivt medhjälp av co-branding.Begränsningar - Uppsatsen är begränsad till ett samarbete genomfört av två textilföretag vilketgör resultaten främst applicerbara på samarbeten inom modebranschen. Fler genomförda studier,med ett större antal fokusgrupper och en bredare population, skulle kunna ökageneraliserbarheten.Originalitet - Studien undersöker konsumentattityder till co-branding inom modebranschen medhjälp av fokusgrupper. Resultatet ger empiriska indikationer på hur svenska studenter ser på cobrandinginom mode branschen och hur ett modeföretags brand equity påverkas av co-branding.<br>Program: Textilekonomutbildningen
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Popovic, Igor. "Impact of Direct Marketing Actions by a Component Supplier on Sales and Ingredient Product Perception: Exploration within the Bicycle Industry : MBA-thesis in marketing." Thesis, Högskolan i Gävle, Institutionen för ekonomi, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4125.
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Purpose/Topic: The proposed research explores impact of the direct marketing actions by component suppliers on (a) sales (objective measure) and (b) industrial customer‟s perception (subjective measures) of the final product (c) and the market development. The proposed research will focus on the bicycle industry. Research Question: "To what extent Shimano‟s component brands important to Shimano customer, and which actions can Shimano undertake to facilitate its brand‟s further market penetration?" Design/Methodology: Two approaches were used to answer the main research question. First, existing literature on ingredient and co-branding was analyzed. Second, we conducted an experiment on a new direct marketing initiative by Shimano-Europe BV. The initiative is "Reliability" campaign that introduces a service logbook across 8 European countries. Originality/Value: There is no research to this date, which empirically examines the influence of component supplier on sales and perception of ingredient brand, especially in the bicycle industry. Role of service and service network is also examined as one of the crucial influences on ingredient brand management. This research provides the base for further exploration in the area of ingredient branding and give guidelines for Ingredient Brand Management. So far, ingredient branding has been studied in contexts of food, chemical and computer industries. This research examines market leader in bicycle industry on 8 different national markets in Europe. Products supplied by Shimano require service and those products differ from ingredients which are consumed in form of food or apparel (that does not requires any service).
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Jamal, Waqar. "Guidelines to an ingredient branding strategy for Space Production AB : A study of the key issues and risks involved in the formulation of such a strategy." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-164599.
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Strategy undeniably plays a vital role in a company’s progress. Ingredient Branding is a relatively new concept which Swedish companies have not incorporated as a formal strategy. Space Production AB is the leading event management company in Sweden which wants to analyze whether this strategy is viable in the current scenario. In order to access this, I interviewed fifteen potential clients at three different events giving an idea of how they perceived quality specifically and how their company policy was towards it in general. I then benchmarked Space Production AB against five companies that have successfully implemented this strategy. The whole procedure led to the result that ingredient branding is viable in certain scenarios and the strategy would change on basis of the strength of the host brand. Similarly emphasis on technologies advances would be necessary to ensure an edge with the competitors. If correctly implemented, Swedish companies such as Space Production AB could also be in league with such success stories.
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Filipsson, Therese, and Rebecca Kviberg. "Fair Trade branding as a purchase criterion." Thesis, Jönköping University, Jönköping International Business School, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-882.
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<p>Background: In the 1970’s, the first concerns regarding manufacturing pollu-tion headed off in Sweden and an enormous demand was cre-ated. The result came to be an enhanced consumption of ingredi-ent branded products such as KRAV, Bra Miljöval and The Swan to mention a few. Fair Trade entered the Swedish shelves in 1996 which gave the consumers the possibility to buy products and contribute to better conditions for farmers and employees in de-veloping countries.</p><p>Problem: In 1995 a research was performed, which showed that 50 percent of the respondents did not buy products with for instance an en-vironmental concerned label due to the significantly higher price. Some argue against this and believe that it is more of a marketing issue. Customers have become more aware in their shopping and, in order to keep them, companies must meet their demands by paying more attention to how they run their business.</p><p>Purpose: The aim with this thesis is to investigate why managers make decisions to purchase ingredient branded products, particulary Fair Trade.</p><p>Method: To accomplish this thesis a qualitative approach has been applied with the intention to describe the result from performed tele-phone and personal interviews with companies within chain res-taurants, hotels, grocery stores, and textile retail stores.</p><p>Conclusion: The study demonstrated that the decision to introduce Fair Trade labelled products depended on factors such as; the introduction year of these products, the history of the company and core values. Managers at the selected companies decided to purchase products with the ingredient brand Fair Trade for different rea-sons. Either since they had a long history of concern for fair production and rooted values or due to that the introduction of these products contributed to a good business image or to clean the company’s history.</p>
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Atzmüller, Albin, Sylvia Kamande, and Michael Sundblad. "Factors for maintaining successful business partnerships : A case study of the construction equipment industry." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12816.
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As organisations try to emerge from the recent economic downturn, they attempt to enter different markets to decrease their dependency on their core market. Due to high costs in R&D and the risk of failure, organisations try to sell the core components of their products to business partners who can incorporate these components into their own offering. Using a qualitative research method, we studied the case of TACHI as a player in the construction equipment industry. The purpose of the research was to find factors for maintaining successful business partnerships within this industry and also the role of co- branding in these business partnerships. After analysing the results of our study and reflecting on the theoretical framework, we concluded that operational compatibility, and commitment and trust were considered as the key factors that were most important in making business partnerships work successfully. Interestingly, players in the construction equipment industry do not consider co-branding as a strategy for entering new markets. However, we discovered a new phenomenon, which is informal branding, and we recommend this as a topic for future research.
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Elamir, Sara, and Davide Licheri. "Making the invisible visible: a study on ingredient branding in the automotive industry : An experimental study in the automotive industry." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-21159.
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In a competitive environment, ensuring to provide high quality can be considered as one of the key objectives of the organizations. For guaranteeing that, the firms should communicate efficiently regarding quality, in order to influence the consumers´ perception towards quality. A high perception of quality requires a strong brand, which should guide the consumers in their choice and let them to refuse the competitors. Among the different strategies that can be put in place by the firms, co-branding is a joint strategy that is trying to combine the value of both brands in a synergy effect. Ingredient branding is a type of branding that entails the use of a component from one brand in a product of another brand, moreover these stimuli that are influencing the consumers´ behaviour. This stimulus will impact the quality perception of the brand and the consumers´ willingness of choosing the brand, therefore the brand would be preferred to other brands and make the consumer be loyal to the host brand. This study was conducted by employing a quantitative approach based on an experimental design with a focus on the automotive industry. A survey was distributed among students and young professionals, which are considered as actual or prospective car buyers. A total of 116 responses contributed to the sample of this research. The findings show that an ingredient brand with high perceived quality can increase the perceived quality of the host brand and that the increased quality of the host brand can lead to brand loyalty.
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HALLIN, DANIEL, and FILIP MÄLBERG. "Evaluation of ingredient brands with network effects : Towards an Analytical Framework." Thesis, KTH, Skolan för industriell teknik och management (ITM), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-299271.
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In recent years, companies have increasingly built their businesses around network effects. Furthermore, ingredient branding has become a frequent occurrence in which companies develop their business model by incorporating their product into other products. During contact with the Swedish company Twiceme Technology and after investigating these phenomenon deeper, it appeared to be unique to have both network effects and ingredient branding in the company’s offering. That's where it was discovered a gap in the existing literature and the decision to learn more about how they're related by empirically studying companies that use network effects or ingredient branding in their business models. The overarching aim of the study is to look at characteristics among these phenomenon and analyze how network effects affect ingredient brands, and how they can be connected together. There were several phases in the empirical analysis method. A case sample group of four companies was analyzed in order to obtain a better understanding of the topic in practice. Following that, based on the previous results, the company Twiceme was evaluated as an ingredient brand with network effects. In order to address the research questions, the data extracted from the case sample group and Twiceme were analyzed and compared to theory. From the study, it was found that achieving a strong market position for network effect companies is highly dependent on reaching the certain network size where the value of the network starts having an exponential increase. High brand equity in terms of brand awareness and reputation is needed to achieve a strong market position accelerated by network effects. Ingredient brands with network effects can generate synergy effects, allowing the network value to potentially grow even faster as a result of the increased brand equity from ingredient branding. Based on the conclusions of the study and the proposed evaluation framework, this thesis aims to be useful for managerial decision-making and understanding of network effects and ingredient branding, and when they should explore new market opportunities. It also contributes to academia by presenting a novel research perspective in this field and provides material for future research to continue to investigate this subject.<br>Under de senaste åren har företag i allt högre grad byggt sina företag kring nätverkseffekter. Dessutom har ingrediensvarumärken blivit en vanlig förekomst där företag bygger sin affärsmodell på att integrera sin produkt i andra företags produkter. Under kontakten med det svenska företaget Twiceme Technology och efter att ha undersökt dessa fenomen, påvisades det vara unikt att både vara ett ingrediensvarumärke och ha nätverkseffekter i företagets erbjudande. Där upptäcktes ett gap i den befintliga litteraturen och beslutet att lära sig mer om hur de kan relateras till varandra genom att empiriskt studera företag som använder nätverkseffekter eller ingrediensvarumärkning i sina affärsmodeller. Studiens övergripande mål var att titta på egenskaper hos de bägge och analysera hur nätverkseffekter påverkar ingrediensvarumärken samt hur de kan sammankopplas. Det fanns flera faser i den empiriska analysmetoden. En fallgrupp med fyra företag analyserades för att få en bättre förståelse för ämnet i praktiken. Efter det, baserat på de tidigare resultaten, utvärderades företaget Twiceme som ett ingrediensvarumärke med nätverkseffekter. För att besvara forskningsfrågorna, analyserades data från fallprovgruppen och Twiceme och jämfördes med teorin. Från studien kan det konstateras att uppnå en stark marknadsposition för nätverkseffektföretag är mycket beroende av att uppnå en viss nätverkstorlek där företagets värdeerbjudande börjar öka exponentiellt. För att uppnå en stark marknadsposition som accelereras av nätverkseffekter behövs högt varumärkesmedvetenhet och anseende. Ingrediensvarumärken med nätverkseffekter kan generera synergieffekter, vilket gör att värdeerbjudandet potentiellt kan växa ännu snabbare till följd av det ökade varumärkeskapitalet från ingrediensvarumärken. Baserat på slutsatserna från studien och det föreslagna ramverket, syftar denna uppsats till att vara användbar för ledningsbeslut och förståelsen för nätverkseffekter och ingrediensvarumärkning, samt när de bör utforska nya marknadsmöjligheter. Det ämnar också till att bidra till akademin genom att presentera ett nytt forskningsperspektiv inom detta område och ge material för framtida forskning att fortsätta att undersöka detta ämne vidare.
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Filipsson, Daniel. "In-Between Brands : Exploring the Essence of Brand Portfolio Management." Licentiate thesis, Stockholm University, School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-8358.
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<p>During the past two decades research has shown that brands are among a company’s most valuable assets. However, in today’s competitive landscape, it is not enough to just create strong brands. The focus lies rather in managing a range of brand lever-age strategies within complex brand portfolios. Moreover, the majority of today’s established brand concepts do not represent the reality of contemporary brand man-agement. Instead, they tend to be based on dichotomies and simplifications. In addi-tion, there is a lack of criticism towards many of the established brand concepts resulting in the reduction of brand management to a number of static categories and stagnated definitions – thereby missing out on the analysis of important intersec-tional issues between the various categories. This book explores the somewhat for-gotten area of intersection, investigating the territory in-between brands.</p><p>The methods used consist of a literature review covering some of the most influ-ential brand models within the area of brand portfolio and brand leverage as well as an empirical case study including the following seven brands: Adidas, Bang & Oluf-sen, Electrolux, H&M, Microsoft, Peak Performance and W. L. Gore & Associates.</p><p>The findings show that conventional brand management models and terminology do not fully explain common marketplace strategies and practice. As a result, this research introduces a more realistic viewpoint and dynamic framework that is based on convergence and that allows migration and iteration rather than today’s static approach. The framework, named the brand leverage palette, introduces various nuances between different leverage strategies, both adding clarity and offering guid-ance by explaining different migration movements among today’s brand portfolios.</p>
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Wei, Liyuan. "Essays on ingredient branding." 2006. http://link.library.utoronto.ca/eir/EIRdetail.cfm?Resources__ID=449768&T=F.
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Chang, Pao-Chiung, and 張寶瓊. "Ingredient Branding: How Secondary Ingredient Affect Consumers'' Evaluation." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/92zkmc.
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Huang, Hsiao Yun, and 黃筱芸. "DuPont Teflon’s Ingredient Branding Strategy Analysis." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/21991346633404430362.
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碩士<br>國立清華大學<br>科技管理研究所<br>100<br>High technology foundries brought Taiwan a wave of economic growth but shrinking profit margins made many companies concern about “Industrial transformation”. Technological capabilities of Taiwanese companies accumulated in the past are an advantage of building ingredient branding. Therefore, this study is aimed at understanding the ingredient branding management by case study and it might offer useful information for who is interested in this strategy.
Ingredient branding belongs to B2B brand and there are few related case studies. This study selects DuPont Teflon as an object and analyzes its strategy from dimensions, such as time series, product policy and communication policy to know how to seize the principle and of Ingredient branding and to execute. Finally, this study sums up Teflon’s key to success which is cultivating the depth and breadth of ingredient. And ingredient’s Technology life cycle is thought to be related with Ingredient branding. On the basis of technology development curve, the company should expand the application field to make brand life cycle restarted before it enters into recession stage.
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Huang, Ching-Wen, and 黃靜文. "The Impact of Ingredient Branding Strategies on Brand Expansion." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/72412505017271551207.
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碩士<br>國立雲林科技大學<br>企業管理系碩士班<br>91<br>The ingredient branding strategies are divided into self-ingredient branding strategy and cobranded ingredient branding strategy and study the impact of ingredient branding strategies on two type of brand expansion. The purposes of this study to explore （1）the impact of each ingredient branding strategies on brand equity.（2）the impact of each brand expansion on brand equity.（3）The impact of compose of ingredient branding strategies and brand expansion on brand equity.（4）the interference of ownership effect and product category similarity on the impact of brand equity. The study use an experimental design to describe the characteristic of product on composes of ingredient branding strategies and brand expansion. The experimental brand is “DOVE’. The female of 21-29 years old are recruited as research subject. The results indicate that the impact of compose of ingredient branding strategies and brand expansion on brand equity have significant difference. And the interference of product category similarity on the impact of brand equity has significant difference. The interference of ownership effect just only affects the compose of cobranded ingredient branding strategies and new attribute expansion on brand equity
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Chen, I.-Chun, and 陳怡君. "The Impact of Cobranded Ingredient Branding on Purchase Decision." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/93084577755360822530.
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碩士<br>國立高雄大學<br>亞太工商管理學系碩士班<br>100<br>Cobranded ingredient branding is one of the marketing strategies that aims at increasing customer awareness and brand value through highlighting the use of recognized key components or ingredients in order to create competitive advantages from the very beginning. The goal of this research is to explore whether there are moderating effects of brand equity, product characteristics, and relational benefits on the relationship between cobranded ingredient branding and consumer’s purchase decision. In addition, the mediating effect of consumer characteristics on the relationship between cobranded ingredient branding and consumer’s purchase decision is also analyzed.
This study was performed empirically by sampling from those consumers who have the capabilities of purchase. One hundred and sixty six effective samples were collected. The statistical approaches including reliability analysis, confirmatory factor analysis, correlation analysis, and regression analysis were adopted to testify the research goal. Results show that cobranded ingredient branding, brand equity, product characteristics, consumer characteristics, and relational benefits have positive effects on consumer’s purchase decision. Further analyses show that the moderating effects of brand equity, product characteristics, and relational benefits on the relationship between cobranded ingredient branding and consumer’s purchase decision are not significant. Nevertheless, the mediating effect of consumer characteristics on the relationship between cobranded ingredient branding and consumer’s purchase decision is significant.
The interests of the consumers are those relational benefits, product characteristics, and product knowledge that brought by the cobranded ingredient branding. Therefore, for those companies that desire to adopt the strategy of cobranded ingredient branding into the market, should particularly highlight the functions and contributions of the ingredients in the end products. Through this way, the virtues of the end product can be seen and experienced by the consumers, and then to enhancing the positive impact of cobranded ingredient branding on the consumer’s purchase decision.
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WU, YEN-HSENG, and 吳燕昇. "A Study of Ingredient-Branding in Taiwan’s Functional Fabrics Industry." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/av934e.
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碩士<br>輔仁大學<br>織品服裝學系碩士班<br>104<br>Ingredient Branding is certain elements of the brand to define as the product brand will be indispensable components and other materials, elements and components developed by the brand. This study established the conclusions and future elements of brand development for Taiwan's functional textile fabrics recommendations are as follows:
1. Case company operated by ingredient brand in line with "Ingredient Branding Strategy Steps" and patent portfolio, and with clothing brands to jointly promote the brand, but still lack a clear long term branding strategy, is still the main cause of SMEs in the resource resulting in restrictions on brand development under limited circumstances.
2. Ingredient Branding needs to establish a sustained and in-depth investment, and long-term brand marketing strategy.
3. The patented technology for the Ingredient Brand of a critical element of brand influence early to avoid bogus competition and have more time to develop the brand.
4. The establishment of Ingredient Brand of Taiwan's textile industry increased competitiveness of positive significance.
5. Case company to establish a process for the industry reference, shorten the learning curve and increases the chance of success.
6. The development of Ingredient Brand in response to the trend of the times to join network marketing platform, combined with big data analysis of consumer behavior, in order to facilitate effective enough to accurately Ingredient Brand.
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Nien, Yu-Mei, and 粘玉梅. "The strategy of Ingredient branding for critical components of fitness equipment." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/45810176519216609857.
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碩士<br>逢甲大學<br>經營管理碩士在職專班<br>103<br>Abstract
Fitness equipment manufacturering in Taiwan has been more than 30 years, through the most severe global financial tsunami, and the face of the 2012 European credit crunch, harsh market face for Europe and the United States-based fitness equipment industry, in the face of large environmental sever change, key components company in the fitness equipment industry chain upstream, left side facing the increasingly meager profit margins, right side also facing manufacturers of vertical integration, in both attacks, it seems to fall into the mud with, has not move feel!
A lot of research to observe the strategies and business operations of the fitness equipment brands of fitness equipment factory before this in this study for the company key components of fitness equipment, data gathering and depth interviews to understand the fitness equipment factory or brand for the purchase of the key components of the current development and future trends. Looking for the survival point of the key components company, and given the current vendors next business strategy and recommendations.
This study found that the five forces analysis to analyze the fitness equipment industry, either international brands or general fitness equipment factory is the most important measure of its transaction costs for key components purchase; key components plant for home the great points of difference or commercial development costs, general fitness equipment factory in terms of size, analysis of the core competitiveness, strategic customers, and then develop the most effective resource elements of the brand.
Keywords: indoor fitness equipment, transaction cost theory, resource dependency theory, elements of the brand, core competence of relationship marketing.
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Chen, Chi-Jen, and 陳麒仁. "The Influence of Cobranded Ingredient Branding Strategy on Consumers’ Evaluation for Private Label Brand." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/31727002433332270855.
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碩士<br>真理大學<br>管理科學研究所<br>93<br>Following the introduction of nation wide merchandise stores, the competition on the market is fierce. The competition weapons mainly rely on private label brand (PLB) products and quality improvement. Besides OEM, brand extension and brand association are also the popular strategies used by companies in expanding new markets. In recent years, the discussions concerning brand association has mainly been focused on two well-known national brands. Nevertheless, co-branding between national brands and private label brands should bring forth significant benefits. Therefore, the main aim of this research is to investigate consumers’ evaluation for private label brand products incorporating national brand’s ingredient in cobranded ingredient branding strategy. Secondly, consumers’ product knowledge and brand-quality association are chosen as moderating variables to investigate their influences on the relationships between cobranded ingredient branding strategy and evaluation of private label brand products.
The subjects who shopped in the merchandise stores studied were asked to participate in the study, the effective samples are 579. We examine the hypotheses by multiple regression analysis. The results show that cobranded ingredient branding strategy has positive influence on consumers’ evaluation for PLB. Besides, for the personal computer products with higher category risk, consumers’ product knowledge will relent the positive relationships between ingredient branding strategy and consumers’ evaluation for PLB; but for the milk ice cream products with lower risk, the result is not significant. For both products, consumers’ brand-quality association will reinforce the positive relationships between ingredient branding strategy and consumers’ evaluation for PLB.
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Wuchi, Yeh, and 葉吳極. "A Study of the Effects of Ingredient Branding Strategies and Product Involvement on Brand Expansion." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/24704257406410542261.
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碩士<br>東吳大學<br>企業管理學系<br>92<br>Ingredient branding, in which key attributes of one brand are incorporated into another brand as ingredients, is becoming increasingly popular among marketers. The strategy is an example of a broader marketing trend reflected by the increasing number of firms that are establishing brand alliances by linking themselves through their products or other aspects of their marketing program to other firms or brands. The basic motivation for using ingredient branding is that it enhances the differentiation of the host brand from competition by characterizing the ingredient attribute in the host brand more specifically. This will improve the competitiveness of the host brand. Moreover, ingredient branding could enhance the equity of the host brand by sending a strong signal to consumers that the host product offers the combined benefits of two quality brands in one.
The purpose of the present study is to consider how consumers evaluate ingredient brand and host brand with different ingredient branding strategy in two brand expansion types. Besides, we also want to explore the influence of the product involvement on ingredient brand and the influence of the ingredient brand evaluation on host brand evaluation.
This study uses several brand expansions as experimental factors. The experimental design involved a 2 (expansion type: slot-filler or new attribute) x 2 (ingredient branding strategy: self-branded or cobranded ingredient) mixed factorial experiment. The moderating variable is product involvement.
The results indicate that ingredient branding strategies are significantly correlated with the ingredient brand evaluation. Moreover, the Brand expansion type and ingredient branding strategy also have interaction effect on ingredient brand evaluation. Finally, the ingredient brand with lower product involvement is significantly affected by different ingredient branding strategy, but this phenomenon is not seen in low-involvement products.
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Shih, Hui-chun, and 石惠君. "The Most Perfect Hi-tech ingredient branding in the marketing history: INTEL INSIDE case study." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/95431590963148407945.
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碩士<br>國立中央大學<br>產業經濟研究所<br>99<br>Before Intel Inside® Program of 1991, most ingredient suppliers didn’t dare to build a brand or do end-consumer marketing, and most end consumers didn’t care the performance and the brand of a microprocessor in the computer. Intel Inside® Program was implemented from 1991 to 2005, which cost INTEL around 7 billion dollar but had earned more than 30 billion brand value for this company. The program lead to imitation of ingredient brand marketing, but there’s no any success story until now.
This research conducted a comprehensive study of Intel Inside® Program, including the strategy motivations, content, the elements of success and the performance. The result showed that (1) there were many conditions exist to make this program successful; (2) this marketing strategy’s difference with traditional business-to-business marketing is that it use B2B2C, B2C2B and B2B2C2B marketing steps at the same time; (3) the two requirements of “inside strategies” is the importance of this ingredient and the superiority of the company.
The main contribution of this research is that it’s the first study to analysis Intel Inside® Program, and showed the complete appearance of the program.
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Vaz, Pedro Rodrigues. "Ingredient branding influence on purchase intention and willingness to pay : the smartphone case in Portugal." Master's thesis, 2019. http://hdl.handle.net/10400.14/26952.
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The smartphone industry has been through a drastic revolution. Recent smartphones greatly outperform outdated models, offering a wide range of new functionalities. However, the once fast-growing industry is now facing a slower growth, despite continuous significant investment in R&D.
Consequently, even the biggest players are losing market share and striving to differentiate themselves in such a competitive market. Now, more than ever in the industry, it is very important to understand what exactly consumers are looking for in a smartphone, what they give value to and what features they are willing to pay for.
The aim of this Research is to test the potential of the Ingredient Branding strategy on Smartphones as well as provide Brands with insights on the most valued characteristics. First, the Factors that influence Smartphone Purchase Intention are validated. Then, two scenarios are compared, with and without a branded ingredient, and the differences are analyzed.
The methodology used comprised both qualitative and quantitative data from In-Depth Interviews of 5 different Smartphone User Profiles, gathered in a survey with 240 valid respondents. All the analysis was supported with a detailed analysis of the existing literature on the Factors affecting Smartphone Purchase Intention and Ingredient Branding: its positive and negative effects.
The main findings suggest that consumers are willing to pay a Price Premium for smartphones with Branded ingredients and that the association of a smartphone with an high quality Brand increases its evaluation, giving strength to the theory of the positive spillover effects of ingredient branding when using high quality Brands, that have been studied over the years in different products and industries.<br>A indústria dos smartphones tem sofrido uma revolução drástica. O desempenho dos smartphones mais recentes ultrapassa largamente o desempenho dos modelos mais antigos, oferecendo hoje novas funcionalidades. Contudo, a indústria que recentemente se encontrava em larga expansão enfrenta agora um abrandamento no crescimento, apesar do investimento contínuo e significativo em I&D.
Como consequência, até os grandes da indústria estão a perder quota de mercado e a lutar para se diferenciarem da competição num mercado feroz. Agora mais do que nunca, é extremamente importante perceber o que procuram os consumidores num smartphone, o que mais valorizam, e quais as características pelas quais estão dispostos a pagar
Este estudo tem como objetivo avaliar o potencial da estratégia Ingredient Branding, em smartphones bem como providenciar informação útil às marcas, relativamente às características mais valorizadas. Primeiro, os fatores que influenciam a Intenção de Compra de um smartphone são validados e, posteriormente, são comparados dois cenários, um telemóvel sem e com um branded ingredient, permitindo a análise das diferenças entre os cenários.
A metodologia usada consistiu em recolher dados qualitativos, através de 5 entrevistas profundas a utilizadores com perfis diferentes, e quantitativos, através da análise de um questionário que contou com 240 respostas válidas. Toda a análise efetuada teve como suporte a literatura existente tanto sobre os fatores que afetam a intenção de compra de smartphones bem como dos estudos passados sobre os efeitos positivos e negativos da estratégia de Ingredient Branding.
As principais conclusões do estudo são que a maioria dos consumidores demonstrou recetividade e intenção de pagar um montante superior pela versão do smartphone com um branded ingredient bem como as avaliações das duas alternativas foram significativamente superiores no segundo cenário (com o branded ingredient), comprovando que os efeitos de associação positivos revelados em estudos anteriores se estendem ao mercado dos smartphones.
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TSAI, TING-JU, and 蔡定儒. "The Impact of Ingredient Branding Strategy on Brand Identification with Product Knowledge and Brand Familiarity as Moderating Variables." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/69394092854392249455.
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碩士<br>東吳大學<br>國際經營與貿易學系<br>104<br>Related research in ingredient branding indicated that the ingredient brand
has a positive impact on customers and produce good evaluation. However, few
researches contributed to perform ingredient brand strategies in business,
effective communication with customers, and thus encourage customers to
identify with the main brand.
This research used customer's point of view, tried to classify the ingredient
brand strategies, and explored different effects to the main brand identification
from different brand strategies, then added the ingredient brand product
knowledge and ingredient familiarity became moderators to help Enterprises
establish a good relationship with customers.
The result show that both high popularity and critical components brings
more brand identification, product knowledge does have interaction, but the
ingredient brand familiarity not. Furthermore, companies should cooperate with
well-known brand components, use ingredient brand on an important part of
products, and education consumers the importance of ingredient brand.
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Bacalhau, Lara Sofia Mendes. "Capital das Marcas Organizacionais (B2B): Uma Abordagem em Contexto de Ingredient Branding - Os Casos da Shimano, Inc. e Órbita - Bicicletas Portuguesas, Lda." Tese, 2020. https://hdl.handle.net/10216/130411.
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Bacalhau, Lara Sofia Mendes. "Capital das Marcas Organizacionais (B2B): Uma Abordagem em Contexto de Ingredient Branding - Os Casos da Shimano, Inc. e Órbita - Bicicletas Portuguesas, Lda." Doctoral thesis, 2020. https://hdl.handle.net/10216/130411.
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Hsu, Li-Fen, and 許麗芬. "Partner Selection for Ingredients Co-branding Strategy Evaluation Model The Case of Ready-mix Concrete." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/z8vff2.
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碩士<br>國立中興大學<br>高階經理人碩士在職專班<br>106<br>Mike Porter''s competitive strategy, it is mentioned that if a company can expand its focus on customers and suppliers, it is highly likely that it will find favorable conditions for the company and thus enhance its position in the competition. For this research, by various reasons, the purchasing power and resources of the enterprise, customers are not the same. How to find the object that can enhance the competitiveness of the enterprise, and even further become a partner of the co-brand.
Through literature review, this research constructs and the research mode of the member selection of the co-branding. Firstly, it evaluates the core competitiveness of the enterprise with the resource-based theory, making it the value of the element brand, and continuing the brand value as the member of the co-branding. The evaluation project uses the hierarchical analysis method to calculate the weight of each evaluation item. Finally, the members of the co-branding are selected by the weight of each item, and the research is carried out in the ready-mixed concrete industry.
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Dommel, Daniela Klimsa Paul. "Neue Werbeformen : eine Betrachtung des Product Placements mit Einblick in die Besonderheiten des Ingredient Brandings von INTEL /." 2006. http://www.gbv.de/dms/ilmenau/abs/519147626domme.txt.
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Murphy, James David. "An Exploratory Analysis of the Issues in Accessing Local Food Products among Relais & Chateaux Chefs." Thesis, 2008. http://hdl.handle.net/10012/3544.
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This study is an exploratory examination of the perceptions of chefs affiliated with Relais & Chateaux properties in Canada with respect to their relationships with suppliers, the importance of local ingredients in menu design, and other issues associated with their work as chefs in some of the top restaurants in Canada. Their understanding of the concept of “culinary tourism” is also explored. For the purpose of this study, culinary tourism is conceptually defined to be “any tourism experience in which one learns about, appreciates, or consumes branded local culinary resources” (Smith and Xiao, 2006, p. 4).
Data for this study were obtained from three sources: (1) a closed-ended questionnaire, which inquired about acquisition, production and consumption issues associated with restaurant chefs (2) in-depth personal interviews with chefs that enabled the researcher to gain a holistic view of the role and results of chefs interaction with local food producers, and (3) a content analysis of Relais & Chateaux menus that served as a template to how chefs brand producers in their restaurants. A total of 11 chefs completed the survey and were interviewed between the months of June, 2007 and August, 2007. The comments by the chefs in the interviews were classified into 9 themes. The themes that emerged include producer relationships, producer communication, local ingredients, cuisine, restaurant staff, culinary tourism, knowledge of clientele, culinary products and Relais & Chateaux brand.
The interviews resulted in a number of insights into chef relations with local food producers as well as the potential of culinary tourism as a tourism experience provided by Relais & Chateaux chefs. Chefs spend considerable time and effort facilitating relationships with local producers in order to create quality. These chefs expressed the importance of quality and relationships with local producers while highlighting the need for communication among properly trained waiters. Chefs used both menus and guests’ interaction with waiters to communicate the use of local ingredients in their restaurants. The chefs focus on local affiliations to products as a way to promote local producers. However, once relationships with a local producer are developed, some chefs maintain that relationship even if the move out of the area.
Many chefs reported that increased interaction among culinary tourism stakeholders, at a regional level, was needed in order for regional producers to brand their products in the market place. With this it was recommended that bi-yearly meetings involving restaurateurs, producers, farmers and artisans is needed to better network their product offerings. In each case, the goal of the Canadian Relais & Chateaux chef is to improve upon the branding of Canadian food ingredients. The research revealed the positive impact that this group of chefs has had in promoting grass roots food products for an increasingly popular tourism market. Findings of this research suggest that chefs are involved in the production, education, facilitation and communication of local ingredients in the restaurant setting which raises issues of their role in the branding of local food ingredients for the culinary tourist in order to promote a healthy culinary tourism product. The study concludes with suggestions for further research in this area.