Options
Textile and Apparel Industries

Symbolic Ingredient Branding to Promote Premier Locally Produced Material in Global Consumer Market: A Case of American Wild Alligator Leather

Authors
  • Chuanlin Liu (Louisiana State University)
  • Langchao Zhang (Louisiana State University)
  • Lisa Barona McRoberts (Louisiana State Universty)

Abstract

Co-branding is one of the most commonly used strategies to promote new brands and maximize the market potential of established brands (Keller, 1993; Rooney, 1995). Ingredient branding (InBranding) is a popular co-branding strategy involving host and ingredient brands to develop an ingredient branding offering (IBO). Such co-branding is a win-win strategy for both host and ingredient brands working together to expand markets (Norris, 1992). This exploratory conceptual study focuses on the premier fashion component, American wild alligator leather.

How to Cite:

Liu, C., Zhang, L. & McRoberts, L. B., (2015) “Symbolic Ingredient Branding to Promote Premier Locally Produced Material in Global Consumer Market: A Case of American Wild Alligator Leather”, International Textile and Apparel Association Annual Conference Proceedings 72(1).

Downloads:
Download pdf
View PDF

223 Views

154 Downloads

Published on
11 Nov 2015
Peer Reviewed
License
Creative Commons Attribution 4.0