Promoting a local brand: Assessing the Economic Benefits of the Texas Superstar® and Earth-Kind® Promotion on Place (POP) Program

Alba Collart, Marco Palma () and Carlos Carpio

No 98796, 2011 Annual Meeting, February 5-8, 2011, Corpus Christi, Texas from Southern Agricultural Economics Association

Abstract: This paper aims to evaluate consumer’s awareness and willingness-to-pay (WTP) for two ornamental brands in Texas: Texas Superstar® and Earth-Kind®, after a Promotion on Place (POP) Program was developed by the Texas Department of Agriculture (TDA). Consumer’s characteristics that are more likely to influence brand awareness and WTP are identified.

Keywords: Consumer/Household Economics; Marketing (search for similar items in EconPapers)
Pages: 20
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ags:saea11:98796

DOI: 10.22004/ag.econ.98796

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