State and Origin Branding in Hispanic Food Markets

Paul M. Patterson and Samuel Cardona Martinez

Journal of Food Distribution Research, 2004, vol. 35, issue 3, 12

Abstract: Evaluations on the effectiveness of state and origin branding programs remain relatively scant and generally have not focused on specific target populations, including Hispanic consumers, the fastest-growing group. This study evaluates the effectiveness of the Arizona Grown brand and the nascent Mexico Selected Quality brand in differentiating and promoting food products in Hispanic markets. It was found that Hispanic consumers tend to view these food-product brands as nearly identical in perceived quality. Furthermore, they are willing to pay nearly equal premiums for products branded as such. These consumers saw no value in country-of-origin information alone.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:27553

DOI: 10.22004/ag.econ.27553

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