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Title: State and Origin Branding in Hispanic Food Markets
Authors: Patterson, Paul M.
Martinez, Samuel Cardona
Issue Date: 2004-11
Abstract: Evaluations on the effectiveness of state and origin branding programs remain relatively scant and generally have not focused on specific target populations, including Hispanic consumers, the fastest-growing group. This study evaluates the effectiveness of the Arizona Grown brand and the nascent Mexico Selected Quality brand in differentiating and promoting food products in Hispanic markets. It was found that Hispanic consumers tend to view these food-product brands as nearly identical in perceived quality. Furthermore, they are willing to pay nearly equal premiums for products branded as such. These consumers saw no value in country-of-origin information alone.
Institution/Association: Journal of Food Distribution Research>Volume 35, Number 03, November 2004
Total Pages: 12
Language: English
From Page: 7
To Page: 18
Collections:Volume 35, Number 3, November 2004

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