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  • 标题:Promoting a local brand: Assessing the Economic Benefits of the Texas Superstar® and Earth-Kind® Promotion on Place (POP) Program
  • 本地全文:下载
  • 作者:Collart, Alba J. ; Palma, Marco A. ; Carpio, Carlos E.
  • 期刊名称:Journal of Agribusiness
  • 印刷版ISSN:0738-8950
  • 出版年度:2011
  • 期号:Suppl
  • 出版社:Journal of Agribusiness
  • 摘要: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.
  • 关键词:Brand recognition;Willingness to pay;Consumer preferences;Ornamentals
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