Does the Name Matter? Developing Brands for Patented Fruit Varieties

Bradley J. Rickard, Todd Schmit, Miguel Gomez and Hao Lu

No 126603, Working Papers from Cornell University, Department of Applied Economics and Management

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.

Keywords: Agricultural and Food Policy; Marketing; Production Economics (search for similar items in EconPapers)
Pages: 34
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://ageconsearch.umn.edu/record/126603/files/Cornell-Dyson-wp1116.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:cudawp:126603

DOI: 10.22004/ag.econ.126603

Access Statistics for this paper

More papers in Working Papers from Cornell University, Department of Applied Economics and Management Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().