Consumer evaluation of ingredient branding strategy : An application of regression trees | Dalman, M. Deniz
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Communication de conférence

Consumer evaluation of ingredient branding strategy : An application of regression trees

in 44th Annual EMAC Conference, Leuven, Belgium, May 26-29, 2015

Dalman, M. Deniz ; Puranam , Kartikeya ; Annual EMAC Conference (Collaboration in research). 44th, Leuven, Belgium, May 26-29, 2015

EMAC, European Marketing Academy 2015

Prior research in ingredient branding (IB) has identified several important decision variables consumers use when evaluating IB alliances. In this exploratory research, by applying regression trees as the analysis tool, authors investigate a) the relative importance of these variables, and b) how this process differ for consumers with different thinking styles. The results reveal that analytic and holistic thinkers differ in their use of different variables and overall fit between partner ... brands is an important variable only for holistic thinkers.

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