Radighieri, Jeffrey; Mariadoss, Babu John; Grégoire, Yany - In: Marketing Letters 25 (2014) 2, pp. 123-138
Ingredient branding is a popular strategy involving two “parent” brands developing a co-branded product, called an ingredient branding offering (IBO). Drawing on extant brand literatures, we investigate how brand feedback effects are influenced by (1) the initial brand strength among the...