Does Ingredient Branding Improve Choice of Host and Ingredient Brands? a Test of Brand Equity-Choice Behavior Consistency

Dinesh Gauri, State University of New York, Buffalo Kalpesh Kaushik Desai, State University of New York, Buffalo Vishal Singh, Carnegie Mellon University S. Ratneshwar, University of Missouri – Columbia

Does Ingredient Branding Improve Choice of Host and Ingredient Brands?

A Test of Brand Equity-Choice Behavior Consistency


Kalpesh Kaushik Desai, State University of New York, Buffalo

Vishal Singh, Carnegie Mellon University

Dinesh Gauri, State University of New York, Buffalo

S. Ratneshwar, University of MissouriColumbia

  

Short Abstract

 

We extend prior research in ingredient branding in two important ways. First, we use real data about consumer’s choice vs. judgment measures employed by prior research to find out if ingredient branding improves choice (and not just brand attitudes) of host and ingredient brands. Second, with attitudinal survey data, we attempt to find out to what extent consumers’ equity perceptions about the ingredient product and the ingredient and host brands explain their choice behaviors towards these products. This investigation of the consistency between consumers’ brand equity perceptions and their choice behaviors is rare and thus adds to the brand equity literature. Our analytical approach involves running a Random Coefficient Logit Model of consumers’ actual choices of four ingredient products from a rich scanner data set

[ to cite ]:
Dinesh Gauri (2006) ,"Does Ingredient Branding Improve Choice of Host and Ingredient Brands? a Test of Brand Equity-Choice Behavior Consistency", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 321-322.