TY - JOUR

T1 - Consumer evaluation of ingredient branding strategy

AU - Dalman, M. Deniz

AU - Puranam, Kartikeya

N1 - Dalman, M. D. Consumer evaluation of ingredient branding strategy / M. D. Dalman, K. Puranam // Management Research Review. - 2017. - URL: https://www.emerald.com/insight/content/doi/10.1108/MRR-04-2016-0092/full/html Publisher Copyright: © 2017, © Emerald Publishing Limited. Copyright: Copyright 2017 Elsevier B.V., All rights reserved.

PY - 2017

Y1 - 2017

N2 - Purpose: Prior research in ingredient branding (IB) has identified several important decision variables consumers use when evaluating IB alliances. This exploratory research aims to investigate the relationship between these variables and consumers’ buying likelihood of the IB alliance and the relative importance of these variables for low- vs high-involvement product categories. Design/methodology/approach: A study with the participation of 458 mTurkers was conducted and the data were analyzed using random forests. Findings: Findings reveal relative importance of different variables for an IB alliance and that these differ for low- vs high-involvement categories. Research limitations/implications: Being exploratory in nature, this research has several limitations, such as using only one high- and one low-involvement categories. Practical implications: Results of this research will help brand managers as they make decisions entering an IB alliance as well as with investing their budget on different aspects of their brand, and tailoring their marketing activities for low- vs high-involvement product categories. Originality/value: To the best of authors’ knowledge, this paper is the first to discuss the relative importance of different decision variables in an IB context empirically.

AB - Purpose: Prior research in ingredient branding (IB) has identified several important decision variables consumers use when evaluating IB alliances. This exploratory research aims to investigate the relationship between these variables and consumers’ buying likelihood of the IB alliance and the relative importance of these variables for low- vs high-involvement product categories. Design/methodology/approach: A study with the participation of 458 mTurkers was conducted and the data were analyzed using random forests. Findings: Findings reveal relative importance of different variables for an IB alliance and that these differ for low- vs high-involvement categories. Research limitations/implications: Being exploratory in nature, this research has several limitations, such as using only one high- and one low-involvement categories. Practical implications: Results of this research will help brand managers as they make decisions entering an IB alliance as well as with investing their budget on different aspects of their brand, and tailoring their marketing activities for low- vs high-involvement product categories. Originality/value: To the best of authors’ knowledge, this paper is the first to discuss the relative importance of different decision variables in an IB context empirically.

KW - Category involvement

KW - Ingredient branding

KW - Random forests

KW - SCOPUS

UR - http://www.scopus.com/inward/record.url?scp=85026455116&partnerID=8YFLogxK

U2 - 10.1108/MRR-04-2016-0092

DO - 10.1108/MRR-04-2016-0092

M3 - Article

AN - SCOPUS:85026455116

VL - 40

SP - 768

EP - 782

JO - Management Research Review

JF - Management Research Review

SN - 2040-8269

IS - 7

ER -