The role and importance of branding in agricultural marketing
A branding strategy is often employed in the marketing of manufactured or processed food products but many other food products have comparatively lower levels of branding. At the same time there are frequent calls to utilise branding as a marketing strategy for New Zealand’s export products. The branding literature to date does not seem to include any studies detailing the validity of branding for such products. In this study the theoretical relationship between the consumer’s requirement for branded products and the benefits to producers from branding are explored. Using a simple model developed from a theoretical framework, three hypotheses are tested using data collected from Christchurch supermarkets. The results provide some support for the ability of the model to predict the level of labelling used. However, the results did not show that labelling attracted a price premium for agricultural or horticultural food products.... [Show full abstract]
Keywordsmarketing; marketing strategies; decision making; consumer behaviour; consumer choice; economic analysis; market trends; horticultural marketing; branding; product labelling
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Fowler, D. E.; Sheppard, R. L.; Hughes, S. A. (Lincoln College. Agricultural and Economics Research Unit., 1985-11)This Discussion Paper presents a report on a literature survey of alternative market structures, carried out under contract to the Department of Trade and Industry. This report has been divided into two Parts. Part 1 ...
Martin, Sandra K.; Zwart, A. C. (Lincoln College. Agricultural Economics Research Unit., 1986-08)In recent years, new directions have begun to emerge in agricultural export marketing. Emphasis has been placed on managed marketing to target market segments, rather than on bulk commodity trading. This has resulted ...
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