Advanced Search
MyIDEAS: Login to save this article or follow this journal

Branding Fresh Food Products: Exploratory Empirical Evidence from the Netherlands

Contents:

Author Info

  • Nijssen, Edwin J
  • Van Trijp, Hans C M
Registered author(s):

    Abstract

    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.

    Download Info

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below under "Related research" whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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

    as in new window
    Handle: RePEc:oup:erevae:v:25:y:1998:i:2:p:228-42

    Contact details of provider:
    Postal: Oxford University Press, Great Clarendon Street, Oxford OX2 6DP, UK
    Fax: 01865 267 985
    Email:
    Web page: http://www.erae.oupjournals.org/
    More information through EDIRC

    Order Information:
    Web: http://www.oup.co.uk/journals

    Related research

    Keywords:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

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

    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.

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:oup:erevae:v:25:y:1998:i:2:p:228-42. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press) or (Christopher F. Baum).

    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 references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.

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