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An Empirical Research on the Effects of Ingredient Brand Equity on Consumer’s Brand Evaluation

In: Proceedings of 2013 4th International Asia Conference on Industrial Engineering and Management Innovation (IEMI2013)

Author

Listed:
  • Yan-qun Zheng

    (Wuhan Institute of Technology)

  • Meng-ju Shi

    (Wuhan Institute of Technology)

Abstract

More and more enterprises adopt the ingredient brand combination strategy; they hope with the help of the good image of ingredient brand to enhance their brand value. In this paper, through empirical study I found that ingredient brand equity does influence the level of consumers’ evaluation of the main brand; through further analysis, I believe that when consumers think over the component brand equity, they will be affected by their own product knowledge and involvement on the subject.

Suggested Citation

  • Yan-qun Zheng & Meng-ju Shi, 2014. "An Empirical Research on the Effects of Ingredient Brand Equity on Consumer’s Brand Evaluation," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), Proceedings of 2013 4th International Asia Conference on Industrial Engineering and Management Innovation (IEMI2013), edition 127, pages 615-623, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-40060-5_59
    DOI: 10.1007/978-3-642-40060-5_59
    as

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