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Keywords: Ingredient branding
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Journal Articles
Journal of Product & Brand Management (2026) 35 (5): 704–724.
Published: 24 June 2025
...Chia-Hsien Chu Purpose This study aims to explore the impact of reminders of ingredient brand exemplar on consumer cognitive evaluations when companies adopt brand extension strategies for new product development. Design/methodology/approach A 2 × 2 × 2 experimental design was used, where...
