IDEAS home Printed from https://ideas.repec.org/a/mul/jyf1hn/doi10.1431-81834y2015i3p413-438.html
   My bibliography  Save this article

Le alleanze fra marche industriali e commerciali: un'indagine esplorativa sull'ingredient branding

Author

Listed:
  • Giuseppe Bertoli
  • Bruno Busacca
  • Mara Parati

Abstract

Basing on the increasing importance assumed by private labels and on the evolution of their market positioning, the paper focuses on the alliances involving manufacturer's and dealer's brands. Furthermore, the paper focuses on the «ingredient branding», a particular kind of cobranding strategy that literature studied till today mainly adopting the manufacturer brands' perspective. The analysis is supported by an experiment carried out using a consumer good and four stimuli, combining manufacturer's and dealer's brands used to name the product.

Suggested Citation

  • Giuseppe Bertoli & Bruno Busacca & Mara Parati, 2015. "Le alleanze fra marche industriali e commerciali: un'indagine esplorativa sull'ingredient branding," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 413-438.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/81834:y:2015:i:3:p:413-438
    as

    Download full text from publisher

    File URL: https://www.rivisteweb.it/download/article/10.1431/81834
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.rivisteweb.it/doi/10.1431/81834
    Download Restriction: no
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/81834:y:2015:i:3:p:413-438. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.rivisteweb.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.