Radighieri, Jeffrey; Mariadoss, Babu John; Grégoire, Yany - In: Marketing Letters 25 (2014) 2, pp. 123-138
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 parent brands (low vs. high), (2) parent brand roles (whether the brand is … both parent brands, but the positive feedback is much more substantial for the weaker (vs. the stronger) brand. Under the …