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Abstract From the perspective of Resource-Based View, this study explored the resource condition for the formation of supplier’s ingredient brand value by using case study method. The research showed that the resource condition for the formation of supplier’s ingredient brand value includes two types: property right resources and ability resources. Among them, the property right resources include special product, brand image and technological advantages, and the ability resources include terminal market influence, customer service ability and relationship adaptability. And these six factors are composed of 3 sub-factors. At the same time, these resources will enhance the purchase intention of manufacturers and consumers by enhancing ingredient brand value. This study deepens the theory of ingredient brand, which provides a theoretical basis for the supplier to enhance the brand value through ingredient branding strategy.
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Received: 24 April 2017
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