Ingredient branding : In high involvement and high cost product categories

Abstract: Ingredient branding implies that a company incorporates an additional brand into their product in order to increase consumer awareness. This has been proven to be successful in certain product categories such as computers and food. These products can be seen as low involvement and low cost products, since they are bought frequently and generally involves low risk for the consumer. Ingredient branding has never been tested on product categories that are categorised as high involvement and high cost, which is therefore the intention of this thesis. By investigating consumers’ attitudes and perception of quality, towards advertisements with and without ingredient brands, we conclude that ingredient branding does not affect consumers in high involvement and high cost product categories, nor in a positive or negative way.