IDEAS home Printed from https://ideas.repec.org/p/ags/cudawp/126603.html
   My bibliography  Save this paper

Does the Name Matter? Developing Brands for Patented Fruit Varieties

Author

Listed:
  • Rickard, Bradley J.
  • Schmit, Todd M.
  • Gomez, Miguel I.
  • Lu, Hao

Abstract

Brands have largely been absent for fresh produce products; however, apples are one notable exception whereby varieties partially take the place of brands. Studying the role of brands in this market is particularly interesting given the introduction of several patented or socalled managed apple varieties. We develop an experiment to examine consumer response to a suite of apple varieties; treatments employ different branding strategies using different names for a new managed variety included in the experiment. Results suggest that the name does influence consumer valuation of the new variety and existing managed varieties, but has little impact on markets for traditional apple varieties.

Suggested Citation

  • Rickard, Bradley J. & Schmit, Todd M. & Gomez, Miguel I. & Lu, Hao, 2011. "Does the Name Matter? Developing Brands for Patented Fruit Varieties," Working Papers 126603, Cornell University, Department of Applied Economics and Management.
  • Handle: RePEc:ags:cudawp:126603
    as

    Download full text from publisher

    File URL: http://purl.umn.edu/126603
    Download Restriction: no

    References listed on IDEAS

    as
    1. Christopher Kanter & Kent D. Messer & Harry M. Kaiser, 2009. "Does Production Labeling Stigmatize Conventional Milk?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(4), pages 1097-1109.
    2. Lusk, Jayson L., 2003. "Using Experimental Auctions for Marketing Applications: A Discussion," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 35(02), pages 349-360, August.
    3. Glenn W. Harrison & John A. List, 2004. "Field Experiments," Journal of Economic Literature, American Economic Association, vol. 42(4), pages 1009-1055, December.
    4. Golan, Elise H. & Kuchler, Fred & Mitchell, Lorraine, 2000. "Economics Of Food Labeling," Agricultural Economics Reports 34069, United States Department of Agriculture, Economic Research Service.
    5. Ty Feldkamp & Ted C. Schroeder, 2004. "Experimental Auction Procedure: Impact on Valuation of Quality Differentiated Goods," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 86(2), pages 389-405.
    6. Yanhong H. Jin & David Zilberman & Amir Heiman, 2008. "Choosing Brands: Fresh Produce versus Other Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(2), pages 463-475.
    7. Jayson L. Lusk & Darren Hudson, 2004. "Willingness-to-Pay Estimates and Their Relevance to Agribusiness Decision Making," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 26(2), pages 152-169.
    8. Andreas C. Drichoutis & Panagiotis Lazaridis & Rodolfo M. Nayga, 2009. "Would consumers value food-away-from-home products with nutritional labels?," Agribusiness, John Wiley & Sons, Ltd., vol. 25(4), pages 550-575.
    9. Yanhong H. Jin & David Zilberman & Amir Heiman & Ying Li, 2011. "Willingness to pay for brands: a cross‐region, cross‐category analysis," Agricultural Economics, International Association of Agricultural Economists, vol. 42(2), pages 141-152, March.
    10. Kaufman, Phillip R. & Handy, Charles R. & McLaughlin, Edward W. & Park, Kristen & Green, Geoffrey M., 2000. "Understanding The Dynamics Of Produce Markets: Consumption And Consolidation Grow," Agricultural Information Bulletins 33747, United States Department of Agriculture, Economic Research Service.
    11. Bernard Elyakime & Jean-Jacques Laffont & Patrice Loisel & Quang Vuong, 1994. "First-Price Sealed-Bid Auctions with Secret Reservation Prices," Annals of Economics and Statistics, GENES, issue 34, pages 71-114.
    12. H. Bulut & G. Moschini, 2009. "US universities' net returns from patenting and licensing: a quantile regression analysis," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 18(2), pages 123-137.
    13. Greene, William H., 1983. "Estimation of limited dependent variable models by ordinary least squares and the method of moments," Journal of Econometrics, Elsevier, vol. 21(2), pages 195-212, February.
    14. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    15. Tirtha Dhar & Jeremy D. Foltz, 2005. "Milk by Any Other Name … Consumer Benefits from Labeled Milk," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(1), pages 214-228.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Apples; Brand personality; Experimental auctions; Fresh produce; Patents; Product introduction; Willingness to pay.; Agricultural and Food Policy; Marketing; Production Economics; M37; Q13;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:cudawp:126603. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: http://edirc.repec.org/data/dacorus.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.