8.12 Branding Strategies

8.12.1 Ingredient Branding

(Swaminathan, Reddy, and Dommer 2011)

• Significant behavioral spillover impact of cobranded product trial on host and ingredient brands.

  • This impact is bigger among non-loyal past consumers of the host and ingredient brands and when perceived fit is higher.

• Data: AC Nielsen scanner panel data

References

Swaminathan, Vanitha, Srinivas K. Reddy, and Sara Loughran Dommer. 2011. “Spillover Effects of Ingredient Branded Strategies on Brand Choice: A Field Study.” Marketing Letters 23 (1): 237–51. https://doi.org/10.1007/s11002-011-9150-5.