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The Biggest Bang for the Buck: Valuation of Various Components of a Regional Promotion Campaign by Participating Restaurants

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  • Xie, Ran
  • Isengildina-Massa, Olga
  • Carpio, Carlos E.

Abstract

This study examined how various components of the Certified South Carolina campaign are valued by participating restaurants. A choice experiment was conducted to estimate the average willingness to pay (WTP) for each campaign component using a mixed logit model. Three existing campaign components—Labeling, Multimedia Advertising, and the ‘‘Fresh on the Menu’’ program—were found to have a significant positive economic value. Results also revealed that the type of restaurant, the level of satisfaction with the campaign, and the factors motivating participation significantly affected restaurants’ WTP for the campaign components.

Suggested Citation

  • Xie, Ran & Isengildina-Massa, Olga & Carpio, Carlos E., 2014. "The Biggest Bang for the Buck: Valuation of Various Components of a Regional Promotion Campaign by Participating Restaurants," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(2), pages 1-16, May.
    • Handle: RePEc:ags:joaaec:169050
    DOI: 10.22004/ag.econ.169050
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    Cited by:

    1. Hayk Khachatryan & Alicia Rihn & Ben Campbell & Bridget Behe & Charles Hall, 2018. "How do consumer perceptions of “local†production benefits influence their visual attention to state marketing programs?," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 390-406, March.

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    More about this item

    Keywords

    Agribusiness; Marketing; Research Methods/ Statistical Methods;
    All these keywords.

    JEL classification:

    • C40 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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