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Branding Fresh Food Products: Exploratory Empirical Evidence from the Netherlands


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  • Nijssen, Edwin J
  • Van Trijp, Hans C M
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    There is growing recognition that branding promotes future financial growth and prosperity for agricultural companies and for agribusiness in general. Based on research among retail purchase managers in the Netherlands, this article identifies the variables that influence the level of consumer franchise of fresh foods brands for meat/poultry, cheese, and vegetables/fruit. The results show that both traditional success factors for building strong brands (i.e., order of market entry and level of promotional expenditure) and characteristics closely linked to the nature of fresh food products (i.e., physical possibility to brand, and shelf-life) are important. Furthermore, brands with a higher consumer franchise have a higher financial pay-off for both the supplier and the retailer than brands with a lower consumer franchise. Strong brands also generate more sales at the retail level. Copyright 1998 by Oxford University Press.

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    Bibliographic Info

    Article provided by Foundation for the European Review of Agricultural Economics in its journal European Review of Agricultural Economics.

    Volume (Year): 25 (1998)
    Issue (Month): 2 ()
    Pages: 228-42

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    Handle: RePEc:oup:erevae:v:25:y:1998:i:2:p:228-42

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    Postal: Oxford University Press, Great Clarendon Street, Oxford OX2 6DP, UK
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    Cited by:
    1. Richards, Timothy J. & Hamilton, Stephen F. & Patterson, Paul M., 2010. "Spatial Competition and Private Labels," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(2), August.
    2. Larissa Drescher & Janneke Jonge & Ellen Goddard & Thomas Herzfeld, 2012. "Consumer’s stated trust in the food industry and meat purchases," Agriculture and Human Values, Springer, vol. 29(4), pages 507-517, December.
    3. Michael B. Ward & Jay P. Shimshack & Jeffrey M. Perloff & J. Michael Harris, 2002. "Effects of the Private-Label Invasion in Food Industries," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(4), pages 961-973.
    4. Innes, Brian G. & Kerr, William A. & Hobbs, Jill E., 2008. "International Product Differentiation Through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products," Trade Policy Briefs 43470, Canadian Agricultural Trade Policy Research Network.


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