Le alleanze fra marche industriali e commerciali: un'indagine esplorativa sull'ingrediente branding

Basing on the increasing importance assumed by private labels and on the evolution of their market positioning, the paper focuses on the alliances involving manufacturer's and dealer's brands. Furthermore, the paper focuses on the «ingredient branding», a particular kind of cobranding strategy that literature studied till today mainly adopting the manufacturer brands' perspective. The analysis is supported by an experiment carried out using a consumer good and four stimuli, combining manufacturer's and dealer's brands used to name the product.