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Promoting a local brand: Assessing the Economic Benefits of the Texas Superstar® and Earth-Kind® Promotion on Place (POP) Program

Author

Listed:
  • Collart, Alba J.
  • Palma, Marco A.
  • Carpio, Carlos E.

Abstract

This paper aims to evaluate consumer’s awareness and willingness-to-pay (WTP) for two ornamental brands in Texas: Texas Superstar® and Earth-Kind®, after a Promotion on Place (POP) Program was developed by the Texas Department of Agriculture (TDA). Consumer’s characteristics that are more likely to influence brand awareness and WTP are identified.

Suggested Citation

  • Collart, Alba J. & Palma, Marco A. & Carpio, Carlos E., 2011. "Promoting a local brand: Assessing the Economic Benefits of the Texas Superstar® and Earth-Kind® Promotion on Place (POP) Program," 2011 Annual Meeting, February 5-8, 2011, Corpus Christi, Texas 98796, Southern Agricultural Economics Association.
    • Handle: RePEc:ags:saea11:98796
    DOI: 10.22004/ag.econ.98796
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    Cited by:

    1. DeLong, Karen L. & Jensen, Kimberly L. & Upendram, Sreedhar & Eckelkamp, Elizabeth, . "Consumer Preferences for Tennessee Milk," Journal of Food Distribution Research, Food Distribution Research Society, vol. 51(2).

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    Keywords

    Consumer/Household Economics; Marketing;

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