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
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)
New Economics Papers: this item is included in nep-agr and nep-mkt
References: Add references at CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
https://ageconsearch.umn.edu/record/98796/files/Pr ... %20local%20brand.pdf (application/pdf)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:ags:saea11:98796
Access Statistics for this paper
More papers in 2011 Annual Meeting, February 5-8, 2011, Corpus Christi, Texas from Southern Agricultural Economics Association Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().