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

Social media brand perceptions of millennials

“…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).…”

Exploring brand management strategies in Chinese manufacturing industry

“…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.…”

The curious versus the overwhelmed: Factors influencing QR codes scan intention

“…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).…”