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A study assessing the relationship between ingredient branding and purchasing intention within a service environment
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Branding can be utilized to build profitable customer relationships and to differentiate companies in a competitive market. In the vast expanding growth of companies’ competitiveness on the marketplace, there have been increases of attention towards the concept of ingredient branding. Majority of studies which examines the concept of ingredient branding mainly focuses on the manufacturing industry, and although much research have been done, there is a limited focus within the service environment.

Purpose: To assess the relationship between consumers intention to purchase and brand knowledge in the context of ingredient branding within a service environment

H1 = Ingredient branding is predicted to generate a positive relation on consumers’ purchase intention. 

H2 = There is a positive relationship between brand awareness and consumers’ purchasing intention in the context of ingredient branding.

H3 = There is a positive relationship between brand image and consumers’ purchasing intention in the context of ingredient branding.

The thesis was conducted as a quantitative research with the use of a questionnaire and later analyzed with the use of the statistical software program: SPSS.

Ingredient branding and consumers’ intention to purchase did not indicate a relation. However, brand awareness and brand image illustrated a positive outcome in the context of ingredient branding within a service environment.

Place, publisher, year, edition, pages
2015. , p. 105
Keyword [en]
Ingredient branding, B2B branding, B2C branding, brand knowledge, brand awareness, brand image, purchase intention, service sector.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-46043OAI: oai:DiVA.org:lnu-46043DiVA, id: diva2:850913
Educational program
Marketing Programme, 180 credits
Presentation
(English)
Supervisors
Examiners
Available from: 2015-09-08 Created: 2015-09-02 Last updated: 2015-09-08Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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