Abstract
Current research on impact of ingredient brand on the evaluation of core brand has focused primarily in how the importance of the ingredient and the noticeably better quality according to the performance can influence on customers preferences when they choose a product. In one experiment realized with a notebook as or product, we find that when the notebook was coming with an important ingredient noticeably better quality, the ratings of ingredient importance was higher than when the notebook was coming without an importance ingredient noticeably better quality in the advertisement and when the notebook was coming with an important ingredient noticeably better quality, the ratings of brand favorability was higher than when the notebook was coming with an importance ingredient not noticeably better quality in the advertisement. Implications and future research directions are discussed.