La signalisation de la qualité chez les petites coopératives agricoles françaises
This paper aims to characterize the determinants of the quality signaling choice by small cooperatives, when they adopt a public label and / or a private brand. Our econometric results confirm the expected effects of the organizational structure and membership. We also show original results about the influence of the geographical export and the importance of the marketing channel. In particular, we find that the industry and the export markets are major determinants of a complementary effect between brand and public labels.
Volume (Year): octobre (2011)
Issue (Month): 4 ()
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