The use of co-branded ingredients has become a popular means of improving customer response to brand extensions. Research in this area has however been limited to the host brands perspective. The present study shifts the focus to the ingredient brands perspective. The author develops a framework to examine how ingredient brands are affected when featuring co-branded extensions. The experimental results confirm that exposure to co-branded extensions alters customer perceptions of the ingredient brand. Both the ingredient brands attribute associations and its perceived skilfulness in the...