Leveraging Reputation for Product Innovation Through Strategic Co-Branding

View Sample PDF

Author(s): Christian Linder (Free University of Bozen-Bolzano, Italy)and Sonja Christina Sperber (International School of Management (ISM), Germany)
Copyright: 2018
Pages: 14
Source title: Driving Customer Appeal Through the Use of Emotional Branding
Source Author(s)/Editor(s): Ruchi Garg (BML Munjal University, India), Ritu Chhikara (BML Munjal University, India), Tapan Kumar Panda (BML Munjal University, India)and Aarti Kataria (Management Development Institute, India)
DOI: 10.4018/978-1-5225-2921-7.ch014

Keywords: Business & Management / Business Science Reference / Marketing

Purchase

View Leveraging Reputation for Product Innovation Through Strategic Co-Branding on the publisher's website for pricing and purchasing information.

Abstract

In this chapter, we describe how the cooperation between an original equipment manufacturer and the supplier possibly influences consumers' product perception. In particular, this chapter focuses on joint brand appearance of the product and explains under which conditions the reputation of an innovative supplier affects the decision-making of consumers. Building on ingredient branding literature, we develop a model explaining the effect of the appearance of the manufacturer and the supplier on the final product as cue, influencing the consumers' quality judgment. The chapter contributes to a new and ongoing discussion on the management and strategic potential of ingredient branding offerings, their potential application fields with regard to practical examples, as well as the associated limits and risks.

The IRMA Community

Research IRM

Leveraging Reputation for Product Innovation Through Strategic Co-Branding

Purchase

Abstract

Related Content

IRMA Sponsors