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Expert opinion and brand reputation: an analysis from a French Cuban cigars guidebook

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Author Info
Florine Livat
Nicolas G. Vaillant

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Abstract

The role of expert opinion and its ability to reflect true quality are discussed. If the expert is theoretically expected to make objective decisions, the empirical evidence does not enable clear answers to be established. Using data from the 32 Cuban brands commercialized in France in the years 2000 to 2003, we estimate experts’ rating hedonic equations. Our results show that the quality of the cigar, measured with a note coded on a scale of 1 to 5, is independent of its price but is linked to its physical attributes. Moreover, these 'objective’ characteristics play an increasing role over time. Finally, it appears that some brands are favourably considered.

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File URL: http://taylorandfrancis.metapress.com/link.asp?target=contribution&id=G38R838526510L41
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Publisher Info
Article provided by Taylor and Francis Journals in its journal Applied Economics Letters.

Volume (Year): 13 (2006)
Issue (Month): 2 (February)
Pages: 97-100
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Handle: RePEc:taf:apeclt:v:13:y:2006:i:2:p:97-100

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  1. Combris, Pierre & Lecocq, Sebastien & Visser, Michael, 1997. "Estimation for a Hedonic Price Equation for Bordeaux Wine: Does Quality Matter?," Economic Journal, Royal Economic Society, vol. 107(441), pages 390-402, March. [Downloadable!] (restricted)
  2. Véronique Chossat & Olivier Gergaud, 2003. "Expert Opinion and Gastronomy: The Recipe for Success," Journal of Cultural Economics, Springer, vol. 27(2), pages 127-141, May. [Downloadable!] (restricted)
  3. Victor A. Ginsburgh & Jan C. van Ours, 2003. "Expert Opinion and Compensation: Evidence from a Musical Competition," American Economic Review, American Economic Association, vol. 93(1), pages 289-296, March. [Downloadable!]
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  4. Landon, Stuart & Smith, Constance, 1998. "Quality expectations, reputation, and price," MPRA Paper 9774, University Library of Munich, Germany. [Downloadable!]
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