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Does the Name Matter? Developing Brands for Patented Fruit Varieties

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  • Rickard, Bradley J.
  • Schmit, Todd M.
  • Gomez, Miguel I.
  • Lu, Hao

Abstract

Brands 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 Info

Paper provided by Cornell University, Department of Applied Economics and Management in its series Working Papers with number 126603.

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Date of creation: 2011
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Handle: RePEc:ags:cudawp:126603

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Related research

Keywords: Apples; Brand personality; Experimental auctions; Fresh produce; Patents; Product introduction; Willingness to pay.; Agricultural and Food Policy; Marketing; Production Economics; M37; Q13;

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  1. Golan, Elise H. & Kuchler, Fred & Mitchell, Lorraine, 2000. "Economics Of Food Labeling," Agricultural Economics Reports 34069, United States Department of Agriculture, Economic Research Service.
  2. H. Bulut & G. Moschini, 2009. "US universities' net returns from patenting and licensing: a quantile regression analysis," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 18(2), pages 123-137.
  3. Bernard ELYAKIME & Jean-Jacques LAFFONT & Patrice LOISEL & Quang VUONG, 1994. "First-Price Sealed-Bid Auctions with Secret Reservation Prices," Annales d'Economie et de Statistique, ENSAE, issue 34, pages 115-141.
  4. Ty Feldkamp & Ted C. Schroeder, 2004. "Experimental Auction Procedure: Impact on Valuation of Quality Differentiated Goods," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(2), pages 389-405.
  5. Jin, Yanhong H. & Zilberman, David & Heiman, Amir, 2005. "Choosing Brands: Fresh Produce versus other Products," 2005 Annual meeting, July 24-27, Providence, RI 19192, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
  6. Christopher Kanter & Kent D. Messer & Harry M. Kaiser, 2009. "Does Production Labeling Stigmatize Conventional Milk?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(4), pages 1097-1109.
  7. Yanhong H. Jin & David Zilberman & Amir Heiman & Ying Li, 2011. "Willingness to pay for brands: a cross‐region, cross‐category analysis," Agricultural Economics, International Association of Agricultural Economists, vol. 42(2), pages 141-152, 03.
  8. Tirtha Dhar & Jeremy D. Foltz, 2005. "Milk by Any Other Name … Consumer Benefits from Labeled Milk," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(1), pages 214-228.
  9. Greene, William H., 1983. "Estimation of limited dependent variable models by ordinary least squares and the method of moments," Journal of Econometrics, Elsevier, vol. 21(2), pages 195-212, February.
  10. Jayson L. Lusk & Darren Hudson, 2004. "Willingness-to-Pay Estimates and Their Relevance to Agribusiness Decision Making," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 152-169.
  11. Kaufman, Phillip R. & Handy, Charles R. & McLaughlin, Edward W. & Park, Kristen & Green, Geoffrey M., 2000. "Understanding The Dynamics Of Produce Markets: Consumption And Consolidation Grow," Agricultural Information Bulletins 33747, United States Department of Agriculture, Economic Research Service.
  12. Glenn Harrison & John List, 2004. "Field experiments," Artefactual Field Experiments 00058, The Field Experiments Website.
  13. Andreas C. Drichoutis & Panagiotis Lazaridis & Rodolfo M. Nayga, 2009. "Would consumers value food-away-from-home products with nutritional labels?," Agribusiness, John Wiley & Sons, Ltd., vol. 25(4), pages 550-575.
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