Brand Equity in the Australian domestic beef market

Mark Eastburn and Mark Morrison

No 58404, 2004 Conference (48th), February 11-13, 2004, Melbourne, Australia from Australian Agricultural and Resource Economics Society

Abstract: Branding remains in a fairly nascent state within the Australian domestic beef market. Several brands have begun to emerge in recent years including Certified Angus, 1824, Hereford Prime, Stockyard Beef and Diamantina. However, these primarily cater for restaurant rather than household trade. This contrasts with other countries, such as the US, where branded beef makes up a large proportion of the domestic market. Using random parameter logit models we examine the willingness of consumers to pay for one type of branded beef, as well specific beef attributes, in a regional area of NSW. We find that there is evidence that segments of the population would be willing to pay for branded beef. The value of the brand is related to several sociodemographic characteristics, as well as attitudinal variables.

Keywords: Agricultural and Food Policy; Marketing (search for similar items in EconPapers)
Pages: 13
Date: 2004-02
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aare04:58404

DOI: 10.22004/ag.econ.58404

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