The Impacts of Brand and Generic Advertising on Meat Demand

Brester, Gary W.; Schroeder, Ted C.

doi:10.2307/1243820

Cited by 169 publications

(83 citation statements)

References 23 publications

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“…For example, it focused on the impact of Protected Denominations of Origin in the EU (Bonnet and Simioni, 2001;Loureiro and McCluskey, 2000;Verbeke and Ward, 2006) and Country-of-Origin Labeling in the US (Loureiro and Umberger, 2005;Lusk et al, 2006;Verbeke and Ward, 2006) on consumers worldwide. Other studies focused on the impact of generic promotion programs (Alston et al, 2001;Brester and Schroeder, 1995;Kinnucan et al, 1997;Ward and Lambert, 1993) funded and implemented by public agencies or by food producers' associations. Common examples of generic promotion or advertising of food products (such as apples), sometimes related to a geographical location (such as Michigan apples), include check-off and dynamic programs (Alston et al, 2001(Alston et al, , 2003Kaiser, 2005).…”

Section: Theory Consumer Food Choice Intentionsmentioning

confidence: 99%

Consumers' perceptions of stakeholder credibility: who has it and who perceives it

Dentoni

Tonsor

Calantone

et al. 2014

Journal on Chain and Network Science

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Based on the case of US consumer choice of beef steak brands, this study investigates how individual perceptions of information source credibility influence food brand choices. In particular, it tackles the questions: which stakeholders inside or outside the food chain are perceived as credible information sources in promoting food quality? Which consumer segments perceive different stakeholders as credible? What is the relationship between consumers' perceptions of stakeholder credibility and their brand choices? Data are collected from a representative sample of 460 US citizens through an online survey in November 2009 and analyzed through a set of path models. Results provide evidence that: perceptions of stakeholder credibility overall influence their beef brand choices; consumer perceptions that a stakeholder is knowledgeable and has no vested interests are negatively associated; government and family & friends are the stakeholders that mostly influence consumer beef brand choice, although differences across consumer segments are substantial; age, gender, and education are factors that significantly influence consumer perceptions of stakeholder credibility. Marketing managers, policy-makers and their stakeholders in the food sector can use results and methods from this study to design both generic and brand promotion campaigns, especially to influence consumers' perceptions on intangible yet valuable attributes of food, such as locally grown, 'fair trade', or sustainable.

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Section: Theory Consumer Food Choice Intentionsmentioning

confidence: 99%

Consumers' perceptions of stakeholder credibility: who has it and who perceives it

Dentoni

Tonsor

Calantone

et al. 2014

Journal on Chain and Network Science

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“…Some studies simply included lagged advertising expenditures in the demand estimation where Akaike Information Criterion (AIC) or Schwarz Criterion (SC) is used to determine the optimal lag length (Piggott et al 1996). Schmit and Kaiser (2004) and Brester and Schroeder (1995) used a second-order exponential distributed lag structure (EDL) that allows hump-shaped or geometric lag length structure. Although relatively flexible, EDL requires a pre-specification of maximum lag length to calculate the lag weights.…”

Section: Modeling the Dynamic Nature Of Advertisement On Demandmentioning

confidence: 99%

Econometric evidence of cross‐market effects of generic dairy advertising

Cakir

Balagtas

2010

Agribusiness

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We estimate a dairy demand system to evaluate generic dairy advertising in the US, 1990US, -2005. Previous empirical studies of generic dairy advertising focus only on the market of the advertised good, ignoring potential spill-over and feedback effects. We specify an LA/AIDS model of dairy demand, which allows consistent estimation of cross-price and cross-advertising effects across dairy product markets, and is flexible and satisfies the axioms of consumer theory. We use the non-linear 3SLS estimator to address endogenous prices and serial correlation, and conduct bootstrapping to generate empirical distributions of elasticity estimates. Results suggest that cross-market effects are economically and statistically important. Thus, econometric dairy demand models that ignore cross-advertising and cross-price effects are mis-specified. Previous work that ignores substitution between fluid milk and cheese overstates producers' returns to generic advertising for either product. r

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“…To test for this e¡ect of advertising requires the inclusion of a cross-product term for price and advertising (for example, not just Q a À bP F F F, but also as Q a À bP cPA F F F). Brester and Schroeder (1995), and several references therein, include some speci¢cations of this nature and they ¢nd limited empirical support for the idea that advertising reduces the price elasticity of demand for some agricultural commodities. The addition of cross-price and advertising explanatory variables adds to the required independent variation of price and advertising in the data if signi¢cant e¡ects of advertising on price elasticities are to be detected.…”

Section: Some Implications For Econometric Model Specificationmentioning

confidence: 99%