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dc.contributor.authorPay, Christopher J.en
dc.contributor.authorWhite, Mark R.en
dc.contributor.authorZwart, Anthony C.en
dc.date.accessioned2009-04-07T23:33:00Z
dc.date.issued1996-03en
dc.identifier.issn1173-0854en
dc.identifier.urihttps://hdl.handle.net/10182/976
dc.description.abstractA 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.en
dc.language.isoenen
dc.publisherLincoln University. Commerce Division.en
dc.relationThe original publication is available from - Lincoln University. Commerce Division.en
dc.subjectmarketingen
dc.subjectmarketing strategiesen
dc.subjectdecision makingen
dc.subjectconsumer behaviouren
dc.subjectconsumer choiceen
dc.subjecteconomic analysisen
dc.subjectmarket trendsen
dc.subjecthorticultural marketingen
dc.subjectbrandingen
dc.subjectproduct labellingen
dc.titleThe role and importance of branding in agricultural marketingen
dc.typeDiscussion Paper
dc.subject.marsdenFields of Research::340000 Economics::340200 Applied Economics::340201 Agricultural economicsen
dc.subject.marsdenFields of Research::340000 Economics::340400 Econometrics::340401 Economic models and forecastingen
dc.subject.marsdenFields of Research::340000 Economics::340200 Applied Economics::340205 Industry economics and industrial organisationen
lu.contributor.unitLincoln Universityen
lu.contributor.unitFaculty of Agribusiness and Commerceen
lu.contributor.unitDepartment of Global Value Chains and Tradeen
pubs.notesPaper presented at the New Zealand Marketing Educators’ Conference, November 1995.en
pubs.organisational-group/LU
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce/GVCT
pubs.publication-statusPublisheden


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