Promoting a local brand: Assessing the Economic Benefits of the Texas Superstar® and Earth-Kind® Promotion on Place (POP) Program

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.


Issue Date:
2011
Publication Type:
Conference Paper/ Presentation
PURL Identifier:
http://purl.umn.edu/98796
Total Pages:
20
Series Statement:
Selected Paper




 Record created 2017-04-01, last modified 2017-08-25

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