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An Analysis of Ingredient Branding Using the Example of Tetra Pak

In: European Retail Research

Author

Listed:
  • Peter Schnedlitz

    (WU Vienna University of Business and Economics)

  • Stefan Zopf

    (WU Vienna University of Business and Economics)

Abstract

Using Tetra Pak as an example of an ingredient brand, this article will examine whether an ingredient brand can be proved to have an added value affecting the market strength of the final product. In order to determine this, an empirical method of investigation combining compositional and decompositional methods was developed. Determining the value through compositional means was carried out by selecting market strength parameters while the decompositional aspect was carried out in conjunction with conjoint analyses. With more than 800 samples the project is the most comprehensive study applying conjoint analysis in the German-speaking world to date. It is thus proven that a strong ingredient brand does not always contribute significant added value to an end-product brand. Particular thanks must go to Tetra Pak, who enabled us to carry out this project.

Suggested Citation

  • Peter Schnedlitz & Stefan Zopf, 2009. "An Analysis of Ingredient Branding Using the Example of Tetra Pak," Springer Books, in: Peter Schnedlitz & Dirk Morschett & Thomas Rudolph & Hanna Schramm-Klein & Bernhard Swoboda (ed.), European Retail Research, pages 127-143, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6344-4_7
    DOI: 10.1007/978-3-8349-6344-4_7
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