Evaluating the Marketing Impact of a Regional Branding Program Using Contingent Valuation Methods: The Case of the Appalachian Grown™ Branding Program

Olumide Aborisade, Carlos Carpio, Leah Mathews, Tullaya Boonsaeng, Allison Perrett and Katie Descieux

No 230094, 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas from Southern Agricultural Economics Association

Abstract: The main objective of this study was to develop and test effective messaging and marketing efforts for the Appalachian Grown™ regional branding program. The study included the following activities: 1) A pilot consumer survey to design and evaluate messages and promotional materials to be used in the marketing campaign, 2) Pre and post intervention consumer surveys, and 3) Implementation of the marketing campaign in three stores in the region. The evaluation of the impact of the marketing efforts utilized contingent valuation methods. Our results indicate that consumers’ willingness to pay may be positively impacted by the implementation of in-store local food marketing campaigns. We also identified criteria of trustworthiness, including information about farm name and location, which local food marketing campaigns should consider implementing in the future.

Keywords: Agribusiness; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Marketing (search for similar items in EconPapers)
Pages: 23
Date: 2016-01-22
New Economics Papers: this item is included in nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/230094/files/saea_PAPER_1_22_2016.pdf (application/pdf)

Related works:
Working Paper: Evaluating the Marketing Impact of a Regional Branding Program Using Contingent Valuation Methods: The Case of the Appalachian Grown™ Branding Program (2015)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:saea16:230094

DOI: 10.22004/ag.econ.230094

Access Statistics for this paper

More papers in 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas from Southern Agricultural Economics Association Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().