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The effects of fishery harbor-based brands on the brand equity of shore fish: An empirical study of branded mackerel in Japan

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  • Ishida, Takashi
  • Fukushige, Mototsugu

Abstract

In Japan, some fishery cooperative associations use their fishery harbor names as a brand to differentiate their own shore fish. Most notable is the branding of mackerel. In this paper, we analyze the effects of branding using a discrete/continuous model. The results are as follows. First, there is first-mover advantage in the branding of mackerel. For instance, unlike other brands of mackerel, Seki-saba as the pioneering brand can increase its brand equity. Second, other brands have opposing effects that increase and decrease the brand equity of the pioneering brand. We find the former is strongest in the early stages of fishery branding when there are few competing brands of mackerel, while the latter becomes stronger in later stages when many other brands emerge.

Suggested Citation

  • Ishida, Takashi & Fukushige, Mototsugu, 2010. "The effects of fishery harbor-based brands on the brand equity of shore fish: An empirical study of branded mackerel in Japan," Food Policy, Elsevier, vol. 35(5), pages 488-495, October.
  • Handle: RePEc:eee:jfpoli:v:35:y:2010:i:5:p:488-495
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    References listed on IDEAS

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    1. Maria Luz Loureiro & Jill J. McCluskey, 2000. "Assessing consumer response to protected geographical identification labeling," Agribusiness, John Wiley & Sons, Ltd., vol. 16(3), pages 309-320.
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    4. Jaffry, Shabbar & Pickering, Helen & Ghulam, Yaseen & Whitmarsh, David & Wattage, Prem, 2004. "Consumer choices for quality and sustainability labelled seafood products in the UK," Food Policy, Elsevier, vol. 29(3), pages 215-228, June.
    5. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
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    1. repec:bbz:fcpbbr:v:9:y:2012:i:3:p:119-140 is not listed on IDEAS
    2. Wakamatsu, Hiroki, 2012. "The Impact of the MSC certification on the Japanese fisheries: Case of the Kyoto Flathead Flounder Danish Seine Fishery," MPRA Paper 42505, University Library of Munich, Germany, revised 09 Nov 2012.

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