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The Effectiveness of Dual Branding in the Agricultural Sector

Author

Listed:
  • Christo A. Bisschoff

    (North-West University, South Africa)

  • Hendrik P. Van Staaden

    (Monsanto SA, South Africa)

  • Amareza Buys

    (Pondera CC, South Africa)

Abstract

The study deals with the concept of a dual-branding strategy by investigating the market awareness of two brands: the Roundup herbicide, DEKALB seed products and biotechnology traits and Montana SA. 281 respondents completed a tailor-made questionnaire. Descriptive statistics and a Varimax rotated factor analysis informed the data analysis. Reliability was verified by determining the Cronbach alpha coefficient. Currently, agreement exists between the two identities, but it could easily result in confusion; therefore, care should be taken. Regarding the brand DEKALB, only one factor contributes to the brand image, namely dynamism. For Monsanto SA, two factors contribute to the organisation image, namely dynamism and visual identity. The research concludes that although brand identities are similar, the market views Monsanto SA more defined. Most importantly, the conclusion drawn is that dual branding in the marketing strategy influences corporate identity and image, and vice versa.

Suggested Citation

  • Christo A. Bisschoff & Hendrik P. Van Staaden & Amareza Buys, 2013. "The Effectiveness of Dual Branding in the Agricultural Sector," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 11(1 (Spring), pages 79-110.
    • Handle: RePEc:mgt:youmgt:v:11:y:2013:i:1:p:79-110
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    More about this item

    Keywords

    corporate identity; marketing strategy; dual branding; mono-branding; market awareness;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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