Brand Affiliation in Promoting Locally Produced Food: A Case of University Promoted Beef

Many universities are now marketing agricultural products including beef and dairy. The objective of the study was to examine the role of university brand affiliation in promoting locally produced food, particularly grass-fed beef. It is expected that other local producers will use the results to make informed decisions in marketing their products. The study used the data collected from a survey among Missouri State University alumni and general shoppers. Preliminary results from the analysis show that university alumni were statistically different from other shoppers in willingness to pay more for university produced beef.


Issue Date:
2015-03
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/199051
Published in:
Journal of Food Distribution Research, Volume 46, Number 1
Total Pages:
3
JEL Codes:
Q13




 Record created 2017-04-01, last modified 2017-08-28

Fulltext:
Download fulltext
PDF

Rate this document:

Rate this document:
1
2
3
 
(Not yet reviewed)