An empirical research on the effects of ingredient brand equity on consumer's brand evaluation

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. © 2014 Springer-Verlag Berlin Heidelberg..