Commodity and brand advertising in the us orange juice market

Jonq-Ying Lee, Gary F. Fairchild and Robert M. Behr
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Jonq-Ying Lee: Research Economist, Florida Department of Citrus, Extension Economist, University of Florida, and Economic and Market Research Director, Florida Department of Citrus; and Adjunct Professor, Associate Professor, and Adjunct Associate Professor, Food and Resource Economics Department, University of Florida, Postal: Research Economist, Florida Department of Citrus, Extension Economist, University of Florida, and Economic and Market Research Director, Florida Department of Citrus; and Adjunct Professor, Associate Professor, and Adjunct Associate Professor, Food and Resource Economics Department, University of Florida
Gary F. Fairchild: Research Economist, Florida Department of Citrus, Extension Economist, University of Florida, and Economic and Market Research Director, Florida Department of Citrus; and Adjunct Professor, Associate Professor, and Adjunct Associate Professor, Food and Resource Economics Department, University of Florida, Postal: Research Economist, Florida Department of Citrus, Extension Economist, University of Florida, and Economic and Market Research Director, Florida Department of Citrus; and Adjunct Professor, Associate Professor, and Adjunct Associate Professor, Food and Resource Economics Department, University of Florida
Robert M. Behr: Research Economist, Florida Department of Citrus, Extension Economist, University of Florida, and Economic and Market Research Director, Florida Department of Citrus; and Adjunct Professor, Associate Professor, and Adjunct Associate Professor, Food and Resource Economics Department, University of Florida, Postal: Research Economist, Florida Department of Citrus, Extension Economist, University of Florida, and Economic and Market Research Director, Florida Department of Citrus; and Adjunct Professor, Associate Professor, and Adjunct Associate Professor, Food and Resource Economics Department, University of Florida

Agribusiness, 1988, vol. 4, issue 6, 579-589

Abstract: This article examines the impact of the Florida Department of Citrus orange juice brand advertising rebate program through which producers support brand advertising by private firms. The impact of brand and Florida commodity advertising on the demand for national brand and private label orange juice is also evaluated.

Date: 1988
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:4:y:1988:i:6:p:579-589

DOI: 10.1002/1520-6297(198811)4:6<579::AID-AGR2720040607>3.0.CO;2-Z

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