Toni Katharina Kopp

Broschiertes Buch

Too close for comfort?

The Double-Edged Sword of Animal-Like Similarity in Plant-Based Alternatives

Beschreibung

As plant-based alternatives surge in popularity, marketers face a crucial dilemma: should these products mirror their animal-based counterparts or stand apart? This thought-provoking study dives into how product naming-like "oat milk" versus "oat drink"-influences consumer perception, taste evaluation, and purchase intent. With fresh experimental insights and a sharp focus on real-world branding, this research reveals why the words we choose matter-yet why taste still reigns supreme. A must-read for marketers, food innovators, and anyone curious about the future of what we eat.

Autor

I was born in 1999 in Germany. After completing secondary education, I began my academic journey at the University of Pforzheim, where I pursued a Bachelor's degree in International Business. Following the successful completion of my undergraduate studies I enrolled in the Master's program in Marketing and Branding at the University Innsbruck.

Produktdetails

• Verlag: LAP Lambert Academic Publishing / OmniScriptum
• Seitenzahl: 64
• Erscheinungstermin: 7. August 2025
• Englisch
• Abmessung: 220mm x 150mm x 4mm
• Gewicht: 113g
• ISBN-13: 9786208453428
• ISBN-10: 6208453429
• Artikelnr.: 75331655