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Branding Fresh Food Products: Exploratory Empirical Evidence from the Netherlands

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  • Nijssen, Edwin J
  • Van Trijp, Hans C M

Abstract

There is growing recognition that branding promotes future financial growth and prosperity for agricultural companies and for agribusiness in general. Based on research among retail purchase managers in the Netherlands, this article identifies the variables that influence the level of consumer franchise of fresh foods brands for meat/poultry, cheese, and vegetables/fruit. The results show that both traditional success factors for building strong brands (i.e., order of market entry and level of promotional expenditure) and characteristics closely linked to the nature of fresh food products (i.e., physical possibility to brand, and shelf-life) are important. Furthermore, brands with a higher consumer franchise have a higher financial pay-off for both the supplier and the retailer than brands with a lower consumer franchise. Strong brands also generate more sales at the retail level. Copyright 1998 by Oxford University Press.

Suggested Citation

  • Nijssen, Edwin J & Van Trijp, Hans C M, 1998. "Branding Fresh Food Products: Exploratory Empirical Evidence from the Netherlands," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 25(2), pages 228-242.
  • Handle: RePEc:oup:erevae:v:25:y:1998:i:2:p:228-42
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    Cited by:

    1. Michael B. Ward & Jay P. Shimshack & Jeffrey M. Perloff & J. Michael Harris, 2002. "Effects of the Private-Label Invasion in Food Industries," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(4), pages 961-973.
    2. Richards, Timothy J. & Hamilton, Stephen F. & Patterson, Paul M., 2010. "Spatial Competition and Private Labels," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(2), August.
    3. Horrace, William C. & Huang, Rui & Perloff, Jeffrey M., 2016. "Effects of increased variety on demand, pricing, and welfare," Research in Economics, Elsevier, vol. 70(4), pages 569-587.
    4. Drescher, Larissa S. & de Jonge, Janneke & Goddard, Ellen & Herzfeld, Thomas, 2012. "Consumer's stated trust in the food industry and meat purchases," EconStor Open Access Articles, ZBW - German National Library of Economics, pages 507-517.
    5. Banu Külter Demirgüne? & Bülent Özsaçmac?, 2016. "EXPLORING THE EFFECT OF CONSUMERS? FOOD-RELATED DECISION MAKING STYLES ON NATIONAL BRAND vs. STORE BRAND CHOICE," Proceedings of Business and Management Conferences 4406888, International Institute of Social and Economic Sciences.
    6. Innes, Brian G. & Kerr, William A. & Hobbs, Jill E., 2007. "International Product Differentiation through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products," Commissioned Papers 6131, Canadian Agricultural Trade Policy Research Network.
    7. Banu Kulter Demirgunes & Bulent Ozsacmaci, 2017. "Exploring the Effect of Consumers¡¯ Food-Related Decision Making Styles on National Brand vs. Store Brand Choice," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(1), pages 46-64, February.

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