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

Kalpesh Desai, State University of New York, Buffalo
Vishal Singh, Carnegie Mellon University, Pittsburgh
Dinesh Gauri, State University of New York, Buffalo
S Ratneshwar, University of Missouri – Columbia
10056.doc
[ to cite ]:
Kalpesh Desai, Vishal Singh, Dinesh Gauri, and S Ratneshwar (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.