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Does Branded Food Product Advertising Help Or Hurt Farmers?

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  • Zhang, Mingxia
  • Sexton, Richard J.
  • Alston, Julian M.

Abstract

A two-stage model is developed to study food processing firms' brand advertising and its welfare effects on farmers in a duopsony/duoploy setting. In stage 1 firms compete to differentiate their products through brand advertising, and in stage 2 firms engage in quality competition. Farmers may benefit or lose form brand advertising under alternative market conditions.

Suggested Citation

  • Zhang, Mingxia & Sexton, Richard J. & Alston, Julian M., 1999. "Does Branded Food Product Advertising Help Or Hurt Farmers?," 1999 Annual meeting, August 8-11, Nashville, TN 21582, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea99:21582
    DOI: 10.22004/ag.econ.21582
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    Cited by:

    1. Goddard, Ellen W. & Freebairn, John W. & Griffith, Garry R., 2003. "Issues in evaluating generic promotion in the food chain," 2003 Conference (47th), February 12-14, 2003, Fremantle, Australia 57871, Australian Agricultural and Resource Economics Society.

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