Too close for comfort?

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.

Autorentext

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.