Ingredient branding for a luxury brand: The role of brand and product fit

Moon, Hakil; Sprott, David E.

doi:10.1016/j.jbusres.2016.04.173

Cited by 45 publications

(39 citation statements)

References 46 publications

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“…The advent of internet technology and its subsequent commercialisation has redefined and shaped how consumers interact with brand relationship and co-create experiences (Kapferer 2008;Brown et al 2006;Payne et al 2009). Researchers have recognised a need for a more relational and social identity perspective in conceptualising the emerging computer-mediated marketing environments (Ozuem, Howell, and Lancaster 2008;Moon and Sprott, 2016;Ko and Megehee, 2012).…”

Section: Introductionmentioning

confidence: 99%

Social media brand perceptions of millennials

Helal

Ozuem

Lancaster

2018

IJRDM

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Section: Introductionmentioning

confidence: 99%

Social media brand perceptions of millennials

Helal

Ozuem

Lancaster

2018

IJRDM

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“…The ingredient brand best suits industrial goods, with 'ingredients' being the crucial component of the final product (Kotler and Pfoertsch 2010). The best illustrations are Intel, Gore-Tex, and NutraSweet that are often integrated into other host brands (Kotler and Pfoertsch 2010;Moon and Sprott 2016). Such brand alliance strategy offers a number of benefits to both host brand and ingredient brand-i.e.…”

Section: B2b Brand Architecturementioning

confidence: 99%

Exploring brand management strategies in Chinese manufacturing industry

Lin

Siu

2019

J Brand Manag

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The purpose of this paper was to empirically explore how Chinese private manufacturers make strategic branding decisions. We develop a conceptual framework to investigate the branding decisions undertaken by Chinese manufacturers. Interview data were subjected to qualitative thematic analysis and quantitative categorical principal component analysis. Data reveal a branding schema that illustrate four types of B2B brander: achievement competencies branders, awareness competencies branders, novice competencies branders, and no-competencies branders. The schema describes the trajectory of the progressive evolution of B2B branders. This paper contributes to the long-called-for formation of a theoretical framework of B2B branding from the amorphous literature and provides a direction for manufacturers to undertake branding practice. The exploratory nature lays foundations for further research to investigate B2B branding in other contexts.

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“…Perceived fit refers to the matching between the product and the object it is associated with (Nan & Heo, 2007, p. 65), and is defined as including category, brand concept, or brand-specific associations, [that] can connect the parent brand with Bridges, Keller, & Sood, 2000, p. 2). It has been widely explored in the literature, including in the fields of advertising (e.g., Dahlén, Lange, Sjödin, & Törn, 2005), branding (e.g., Moon & Sprott, 2016), event sponsorship (e.g., Olson & Thjømøe, 2011), and corporate social responsibility (e.g., Lee, Park, Rapert, & Newman, 2012).…”

Section: Perceived Fitmentioning

confidence: 99%