Promoting a local brand: Assessing the Economic Benefits of the Texas Superstar® and Earth-Kind® Promotion on Place (POP) Program
Collart, Alba J.; Palma, Marco A.; Carpio, Carlos E.
2011

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Abstract

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.

Details

Title Promoting a local brand: Assessing the Economic Benefits of the Texas Superstar® and Earth-Kind® Promotion on Place (POP) Program
Keywords
Author(s) Collart, Alba J.
Palma, Marco A.
Carpio, Carlos E.
Subject(s)
Issue Date 2011
Publication Type Conference Paper/ Presentation
DOI and Other Identifiers 10.22004/ag.econ.98796
Record Identifier https://ageconsearch.umn.edu/record/98796
PURL Identifier http://purl.umn.edu/98796
Language English
Total Pages 20
Series Statement Selected Paper
Record Appears in Southern Agricultural Economics Association (SAEA) > 2011 Annual Meeting, February 5-8, 2011, Corpus Christi, Texas

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