Perceived Impact of Ingredient Branding on Host Brand Equity

In: Business and Management

Submitted By lmendes
Words 4679
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Journal of Marketing and Management, 3 (1), 60-77, May 2012 60

Perceived Impact of Ingredient Branding on Host Brand Equity
Prof. Kavita Tiwari, Dr. Rajendra Singh
AICAR B-School, Navi Mumbai, India,

The aim of the study is to discuss and estimate the perceived impact of ingredient branding on host brand in terms of brand equity. For the purpose of our study, we will measure the impact in terms of association, neutral and disassociation of ingredient brand with host brand. In this study many theories and models is studied to identify the potential factors of ingredient branding. The research methodology adopted for the analysis in our study is to some extent a replica of previous studies conducted within ingredient branding. We conducted a survey based on questionnaire method. For which a close ended structured questionnaire on 5- point Likert scale basis is being designed .The survey was conducted among 212 respondents consisting of customers in Indore city. While doing this research we have gained insights on how several aspects of our study could have been conducted differently. We recommend that a similar study should be conducted again, this time with well known host brands and ingredient brands that focus on utilitarian needs from a consumer perspective. A more representing respondent group would also increase the arguments for generalization among a wider population. By using SPSS we can conclude that the perceived impact of various factors of ingredient brands on host brand and its brand equity.

Journal of Marketing and Management, 3 (1), 60-77, May 2012 61

Keywords: Branding, Brand Equity, Host Brand, Ingredient Brand, Ingredient branding and
Perceived Quality
A brand is the identity of a specific product, service or business. A brand can take many

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