Does the Name Matter? Developing Brands for Patented Fruit Varieties
AbstractBrands have largely been absent for fresh produce products; however, apples are one notable exception whereby varieties partially take the place of brands. Studying the role of brands in this market is particularly interesting given the introduction of several patented or socalled managed apple varieties. We develop an experiment to examine consumer response to a suite of apple varieties; treatments employ different branding strategies using different names for a new managed variety included in the experiment. Results suggest that the name does influence consumer valuation of the new variety and existing managed varieties, but has little impact on markets for traditional apple varieties.
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Bibliographic InfoPaper provided by Cornell University, Department of Applied Economics and Management in its series Working Papers with number 126603.
Date of creation: 2011
Date of revision:
Apples; Brand personality; Experimental auctions; Fresh produce; Patents; Product introduction; Willingness to pay.; Agricultural and Food Policy; Marketing; Production Economics; M37; Q13;
Find related papers by JEL classification:
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
- Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
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