@article{Xie:169050,
      recid = {169050},
      author = {Xie, Ran and Isengildina-Massa, Olga and Carpio, Carlos  E.},
      title = {The Biggest Bang for the Buck: Valuation of Various  Components of a Regional Promotion Campaign by  Participating Restaurants},
      journal = {Journal of Agricultural and Applied Economics},
      address = {2014-05-01},
      number = {1379-2016-113870},
      pages = {16},
      month = {May},
      year = {2014},
      abstract = {This study examined how various components of the  Certified South Carolina campaign are
valued by  participating restaurants. A choice experiment was  conducted to estimate the
average willingness to pay (WTP)  for each campaign component using a mixed logit  model.
Three existing campaign components—Labeling,  Multimedia Advertising, and the ‘‘Fresh on
the Menu’’  program—were found to have a significant positive economic  value. Results also
revealed that the type of restaurant,  the level of satisfaction with the campaign, and  the
factors motivating participation significantly affected  restaurants’ WTP for the campaign
components.},
      url = {http://ageconsearch.umn.edu/record/169050},
      doi = {https://doi.org/10.22004/ag.econ.169050},
}