A study assessing the relationship between ingredient branding and purchasing intention within a service environment

Abstract: 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.