IDEAS home Printed from https://ideas.repec.org/a/eee/jfpoli/v35y2010i5p488-495.html
   My bibliography  Save this article

The effects of fishery harbor-based brands on the brand equity of shore fish: An empirical study of branded mackerel in Japan

Author

Listed:
  • Ishida, Takashi
  • Fukushige, Mototsugu

Abstract

In Japan, some fishery cooperative associations use their fishery harbor names as a brand to differentiate their own shore fish. Most notable is the branding of mackerel. In this paper, we analyze the effects of branding using a discrete/continuous model. The results are as follows. First, there is first-mover advantage in the branding of mackerel. For instance, unlike other brands of mackerel, Seki-saba as the pioneering brand can increase its brand equity. Second, other brands have opposing effects that increase and decrease the brand equity of the pioneering brand. We find the former is strongest in the early stages of fishery branding when there are few competing brands of mackerel, while the latter becomes stronger in later stages when many other brands emerge.

Suggested Citation

  • Ishida, Takashi & Fukushige, Mototsugu, 2010. "The effects of fishery harbor-based brands on the brand equity of shore fish: An empirical study of branded mackerel in Japan," Food Policy, Elsevier, vol. 35(5), pages 488-495, October.
    • Handle: RePEc:eee:jfpoli:v:35:y:2010:i:5:p:488-495
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0306-9192(10)00048-5
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Timothy J. Richards, 2000. "A discrete|continuous model of fruit promotion, advertising, and response segmentation," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 179-196.
    2. Maria Luz Loureiro & Jill J. McCluskey, 2000. "Assessing consumer response to protected geographical identification labeling," Agribusiness, John Wiley & Sons, Ltd., vol. 16(3), pages 309-320.
    3. Harikesh Nair & Jean-Pierre Dubé & Pradeep Chintagunta, 2005. "Accounting for Primary and Secondary Demand Effects with Aggregate Data," Marketing Science, INFORMS, vol. 24(3), pages 444-460, November.
    4. Hanemann, W Michael, 1984. "Discrete-Continuous Models of Consumer Demand," Econometrica, Econometric Society, vol. 52(3), pages 541-561, May.
    5. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    6. Loureiro, Maria L. & Umberger, Wendy J., 2007. "A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, country-of-origin labeling and traceability," Food Policy, Elsevier, vol. 32(4), pages 496-514, August.
    7. Jaffry, Shabbar & Pickering, Helen & Ghulam, Yaseen & Whitmarsh, David & Wattage, Prem, 2004. "Consumer choices for quality and sustainability labelled seafood products in the UK," Food Policy, Elsevier, vol. 29(3), pages 215-228, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Márcio Lopes Pimenta & Éderson Luiz Piato & Luiz Henrique de Barros Vilas Boas & Stella Naomi Moriguchi, 2012. "Flavor and wellbeing: relationship between product's attributes and consumers’ personal values of regional coffee brands," Brazilian Business Review, Fucape Business School, vol. 9(3), pages 119-140, July.
    2. Wakamatsu, Hiroki, 2012. "The Impact of the MSC certification on the Japanese fisheries: Case of the Kyoto Flathead Flounder Danish Seine Fishery," MPRA Paper 42505, University Library of Munich, Germany, revised 09 Nov 2012.
    3. Ryohei Yamashita, 2021. "Nexus of the awareness of ecosystem services as a “public-benefit value” and “utility value for consumption”: an economic evaluation of the agricultural culture of Satoyama in Japan," SN Business & Economics, Springer, vol. 1(10), pages 1-17, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Irz, Xavier & Mazzocchi, Mario & Réquillart, Vincent & Soler, Louis-Georges, 2015. "Research in Food Economics: past trends and new challenges," Revue d'Etudes en Agriculture et Environnement, Editions NecPlus, vol. 96(01), pages 187-237, March.
    2. Schulz, Lee L. & Schroeder, Ted C. & White, Katharine L., 2012. "Value of Beef Steak Branding: Hedonic Analysis of Retail Scanner Data," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 41(2), pages 1-14, August.
    3. Barlagne, Carla & Bazoche, Pascale & Thomas, Alban & Ozier-Lafontaine, Harry & Causeret, François & Blazy, Jean-Marc, 2015. "Promoting local foods in small island states: The role of information policies," Food Policy, Elsevier, vol. 57(C), pages 62-72.
    4. Koistinen, Laura & Pouta, Eija & Heikkila, Jaakko & Forsman-Hugg, Sari & Kotro, Jaana & Makela, Jarmo & Niva, M., 2011. "Impact of meat type, methods of production, fat content, price and carbon footprint information on meat choice," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114710, European Association of Agricultural Economists.
    5. Fabio Boncinelli & Francesca Gerini & Benedetta Neri & Leonardo Casini, 2018. "Consumer willingness to pay for non‐mandatory indication of the fish catch zone," Agribusiness, John Wiley & Sons, Ltd., vol. 34(4), pages 728-741, October.
    6. Caputo, Vincenzina & Aprile, Maria Carmela & Nayga, Rodolfo M., Jr., 2011. "Consumers’ Valuation for European food quality labels: Importance of Label Information Provision," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114324, European Association of Agricultural Economists.
    7. Panzone, Luca A. & Ulph, Alistair & Zizzo, Daniel John & Hilton, Denis & Clear, Adrian, 2021. "The impact of environmental recall and carbon taxation on the carbon footprint of supermarket shopping," Journal of Environmental Economics and Management, Elsevier, vol. 109(C).
    8. Richards, Timothy J. & Gómez, Miguel I. & Pofahl, Geoffrey, 2012. "A Multiple-discrete/Continuous Model of Price Promotion," Journal of Retailing, Elsevier, vol. 88(2), pages 206-225.
    9. Nitin Mehta, 2007. "Investigating Consumers' Purchase Incidence and Brand Choice Decisions Across Multiple Product Categories: A Theoretical and Empirical Analysis," Marketing Science, INFORMS, vol. 26(2), pages 196-217, 03-04.
    10. Joonhwi Joo & Ali Hortacsu, 2016. "Semiparametric estimation of CES demand system with observed and unobserved product characteristics," 2016 Meeting Papers 36, Society for Economic Dynamics.
    11. Li, Hao & Elbakidze, Levan, 2016. "Application of Regression Discontinuity Approach in Experimental Auctions: A Case Study of Gaining Participants’ Trust and Their Willingness to Pay," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236149, Agricultural and Applied Economics Association.
    12. Kloeckner, Heike & Langen, Nina & Hartmann, Monika, 2011. "Can COO Labeling be a Means of Pepper Differentiation: Quality Expectation and Taste Experience," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 115963, European Association of Agricultural Economists.
    13. Ali Eldesouky & Francisco J. Mesias & Miguel Escribano, 2020. "Consumer Assessment of Sustainability Traits in Meat Production. A Choice Experiment Study in Spain," Sustainability, MDPI, vol. 12(10), pages 1-16, May.
    14. Bronnmann, Julia & Asche, Frank, 2017. "Sustainable Seafood From Aquaculture and Wild Fisheries: Insights From a Discrete Choice Experiment in Germany," Ecological Economics, Elsevier, vol. 142(C), pages 113-119.
    15. Ching-I Huang, 2008. "Estimating demand for cellular phone service under nonlinear pricing," Quantitative Marketing and Economics (QME), Springer, vol. 6(4), pages 371-413, December.
    16. Chloe S McCallum & Simone Cerroni & Daniel Derbyshire & W George Hutchinson & Rodolfo M Nayga, 2022. "Consumers’ responses to food fraud risks: an economic experiment," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 49(4), pages 942-969.
    17. Yang, Yang & Hobbs, Jill E. & Natcher, David C., 2020. "Assessing consumer willingness to pay for Arctic food products," Food Policy, Elsevier, vol. 92(C).
    18. Bonnet, Céline & Richards, Timothy J., 2016. "Models of Consumer Demand for Differentiated Products," TSE Working Papers 16-741, Toulouse School of Economics (TSE).
    19. Marco A. Palma & Alba J. Collart & Christopher J. Chammoun, 2015. "Information Asymmetry in Consumer Perceptions of Quality-Differentiated Food Products," Journal of Consumer Affairs, Wiley Blackwell, vol. 49(3), pages 596-612, November.
    20. Anja Lambrecht & Katja Seim & Bernd Skiera, 2007. "Does Uncertainty Matter? Consumer Behavior Under Three-Part Tariffs," Marketing Science, INFORMS, vol. 26(5), pages 698-710, 09-10.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jfpoli:v:35:y:2010:i:5:p:488-495. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/foodpol .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.