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Evaluating the Marketing Impact of a Regional Branding Program Using Contingent Valuation Methods: The Case of the Appalachian Grown™ Branding Program

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Listed:
  • Aborisade, Olumide
  • Carpio, Carlos E.
  • Mathews, Leah
  • Boonsaeng, Tullaya
  • Perrett, Allison
  • Descieux, Katie

Abstract

The main objective of this study was to develop and test effective messaging and marketing efforts for the Appalachian Grown™ regional branding program. The study included the following activities: 1) A pilot consumer survey to design and evaluate messages and promotional materials to be used in the marketing campaign, 2) Pre and post intervention consumer surveys, and 3) Implementation of the marketing campaign in three stores in the region. The evaluation of the impact of the marketing efforts utilized contingent valuation methods. Our results indicate that consumers’ willingness to pay may be positively impacted by the implementation of in-store local food marketing campaigns. We also identified criteria of trustworthiness, including information about farm name and location, which local food marketing campaigns should consider implementing in the future.

Suggested Citation

  • Aborisade, Olumide & Carpio, Carlos E. & Mathews, Leah & Boonsaeng, Tullaya & Perrett, Allison & Descieux, Katie, 2016. "Evaluating the Marketing Impact of a Regional Branding Program Using Contingent Valuation Methods: The Case of the Appalachian Grown™ Branding Program," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230094, Southern Agricultural Economics Association.
  • Handle: RePEc:ags:saea16:230094
    DOI: 10.22004/ag.econ.230094
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    References listed on IDEAS

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    1. Paul M. Patterson & Hans Olofsson & Timothy J. Richards & Sharon Sass, 1999. "An empirical analysis of state agricultural product promotions: A case study on Arizona Grown," Agribusiness, John Wiley & Sons, Ltd., vol. 15(2), pages 179-196.
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    More about this item

    Keywords

    Agribusiness; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Marketing;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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