Does Branded Food Product Advertising Help Or Hurt Farmers?
A two-stage model is developed to study food processing firms' brand advertising and its welfare effects on farmers in a duopsony/duoploy setting. In stage 1 firms compete to differentiate their products through brand advertising, and in stage 2 firms engage in quality competition. Farmers may benefit or lose form brand advertising under alternative market conditions.
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- Andrew W. Franklin & Ronald W. Cotterill, 1994.
"Pricing and Market Strategies in the National Branded Cheese Industry,"
Food Marketing Policy Center Research Reports
026, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
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