RESEARCH UPDATES

Includes: Price and Distribution Variations for Value-Added Vegetable Products in California. Jim Ahern and Marianne Wolf, Professors, Agribusiness Department, Cal Poly State University SLO. Case Study of Heritage Ranch, "Wolf-Friendly Beef." Helen L. Aquino, Graduate Research Assistant, Agricultural Economics, New Mexico State University. Branding Locally Grown Fruit and Vegetables Via State Logos. John R. Brooker, David B. Eastwood, and Morgan D. Gray; Faculty Members; Department of Agricultural Economics, University of Tennessee, Knoxville. Findings of Strategies Followed by the 28 Past Winners of the Malcolm Baldridge National Quality Award, 1988-1996. Robert R. Cangemi and Raymond H. Lopez, Pace University, Lubin School of Business, White Plains, New York. Consumer Opinions Concerning Fresh Potatoes: Delaware, A Case Study. Khari A. Cook, Ulrich C. Toensmeyer, Carl L. German, and J. Richard Bacon; Graduate Student, Professor, Extension Marketing Specialist, and Associate Scientist, respectively; Department of Food and Resource Economics, University of Delaware. Country-of-Origin Labeling of Foods from the Consumer's Perspective. Robert L. Degner and Susan D. Moss; Professor and Director, and Economic Analyst, respectively; Florida Agricultural Market Research Center, University of Florida. Attributes Important to Wine Sales in On-Premise Markets. Tim Dodd, Director, Texas Wine Marketing Research Institute, Texas Tech University. The Effectiveness of U.S. Promotion Programs on the Export Demand for U.S. Pecans. James E. Epperson, Department of Agricultural and Applied Economics, University of Georgia. Evaluating Consumer Use of Food Advertisements: The Influence of Socioeconomic Characteristics. Ramu Govindasamy and John Italia; Assistant Professor and Marketing Specialist, and Program Associate, respectively; Department of Agricultural Economics and Marketing, Rutgers University, Cook College, New Brunswick, New Jersey. Predicting Willingness-to-Pay for Integrated Pest Management Produce: A Logistic Approach. Ramu Govindasamy, John Italia, and Adesoji Adelaja Govindasamy; Assistant Professor and Marketing Specialist, Program Associate, Associate Professor and Department Chair, respectively; Department of Agricultural, Food and Resource Economics, Rutgers University, Cook College, New Brunswick, New Jersey. Survey Update on Retail Marketing of Fruits and Vegetables Over the Internet. Morgan Gray, David Eastwood and John Brooker; Faculty Members, Department of Agricultural Economics, University of Tennessee, Knoxville. Food Quality Management Systems: A Research Update. Neal H. Hooker, Postdoctoral Research Associate, Center for Food Safety, Texas A&M University, and Department of Resource Economics, University of Massachusetts; Maury E. Bredahl, Director, Center for International Trade Studies, and Professor, Department of Agricultural Economics, University of Missouri; Julie A. Caswell is Professor, Department of Resource Economics, University of Massachusetts. U.S. Export Demand for Poultry Meat Products: A Bayesian Approach for Almost Ideal Demand System (AIDS) Model Estimation. Man-ser Jan, Chung L. Huang, and James E. Epperson, University of Georgia. Trade and Foreign Direct Investment in the U.S. Food Processing Industry. Mary A. Marchant, R. Munirathinam, and Michael R. Reed, University of Kentucky. New Uses for WIC Data: The Case of Ethnic Food Preferences. James R. Matthews, WIC Information, Research, and Evaluation Unit, California Department of Health Services. A Food Industry Forecast. John L. Park and Edward W. McLaughlin, Food Industry Management Program, Cornell University. Consumer Selection for and Knowledge of the Nutrient Content of Fresh Meats. Alvin Schupp, Jeffrey Gillespie, and Jose Aguero, Louisiana State University. Produce The Safe Way. Cheryle Jones Syracuse, Christine Taylor, and Barbara James; Associate Professor, Extension Agent, and Professor, respectively; Ohio State University Extension. Impact of Chain Store Expansion on Mexican Produce Distribution Practices. Debra Tropp, Agricultural Economist, Marketing and Transportation Analysis Program, USDA/Agricultural Marketing Service, Washington, DC; Jaime Malaga, Research Fellow, Texas Agricultural Market Research Center, Department of Agricultural Economics, Texas A&M University, College Station, TX; David Skully, Economist, Market and Trade Economics Division, Asia/Western Hemisphere Branch, USDA/Economic Research Service, Washington, DC; John Link, Senior Economist, Market and Trade Economics Division, Asia/Western Hemisphere Branch, USDA/Economic Research Service, Washington, DC; Javier Calderon, Economist, Agricultural Planning Agency, Mexican Secretariat of Agriculture, Livestock, and Rural Development, Mexico City, Mexico. Potential for Marketing Pacific Northwest Wheat Using Contract Specifications. Thomas Worley and Thomas Wahl, Department of Agricultural Economics, Washington State University, Pullman, Washington.Research and Development/Tech Change/Emerging Technologies,

Measuring the Value of Ingredient Brand Equity at Multiple Stages in the Supply Chain: a Component Supplier's Perspective

The goal of this article is to conceptualize the Ingredient Branding strategy and propose tools for measuring value derived from brand equity at the component supplier’s perspective. We demonstrate how brand equity occurs and how it can be measured at three marketing stages: B2B, B2C and B2B2C.This paper characterizes different stages in the Ingredient Branding strategy. Furthermore, the paper provides a different measurement method for each stage, and highlights in the end, an overall view of all participants in the Ingredient Branding value chain. We show fi rst that measuring brand equity at the end user stage alone is not as useful as measuring brand equity at multiple stages of the value chain. The complexity associated with an Ingredient Branding strategy makes it a multi-stage branding and marketing effort. Therefore, various data and measurement tools are needed to meet the needs of marketing managers and scholars focused on brand strategies for differing stages of the value chain. We demons rate that existing brand measurement methods can be modified to analyze multi-stage, interrelated exchanges. The paper extends existing brand measurements to capture the value of an Ingredient Brand both qualitatively and quantitatively, at multiple stages of the value chain.Ingredient Branding, brand measurement, value chain.

Credibility of Health Information and Digital Media: New Perspectives and Implications for Youth

Part of the Volume on Digital Media, Youth, and Credibility. This chapter considers the role of Web technologies on the availability and consumption of health information. It argues that young people are largely unfamiliar with trusted health sources online, making credibility particularly germane when considering this type of information. The author suggests that networked digital media allow for humans and technologies act as "apomediaries" that can be used to steer consumers to high quality health information, thereby empowering health information seekers of all ages

Multi-level processes of integration and disintegration. Proceedings of the Third Green Week Scientific Conference

CONTENTS: ACKNOWLEDGEMENTS ... I; ABOUT THE MACE PROJECT... III; PLENARY PRESENTATION ... 1; Landscape agroecology: Managing interactions between agriculture, nature and socio-economy... 3, Tommy Dalgaard; DEVELOPMENT CHALLENGES IN RURAL AREAS ... 13; Patterns of rural development in mountainous areas of the Mediterranean: Between innovation and tradition ... 15, Angela Guarino; Agro ecology: Hypothesis for a sustainable local development?... 22, Silvia Doneddu; The farmers' early retirement scheme as an instrument of structural changes in the rural areas after Poland's accession to the EU ... 29, Michal Dudek; FOOD MARKETS AND AGRICULTURAL MARKETING... 37; G/Local brand challenges in the Austrian agricultural food market ... 39, Bernadette Frech, Ana Azevedo, Hildegard Liebl; Willingness of food industry companies to co-finance collective agricultural marketing actions... 48, Anikó Tóth, Csaba Forgács; MULTIFUNCTIONAL AGRICULTURE ... 57; The role of multifunctional agriculture for rural development in Bulgaria... 59, Violeta Dirimanova; A methodological review of multifunctional agriculture ... 66, Concettina Guarino, Francesco Di Iacovo; A spatially explicit decision-making support tool for integral rural development ... 75, Catherine Pfeifer, Jetse Stoorvogel; AGRICULTURAL EXTENSION AND NETWORKS IN RURAL AREAS... 89; Feasibility and implementation strategies of dairy extension in Ulaanbaatar/Mongolia... 91, Baast Erdenebolor, Volker Hoffmann; The relevance of social networks for the implementation of the LEADER programme in Romania ... 99, Doris Marquardt, Gertrud Buchenrieder, Judith Möllers; Quality assessment problems of agricultural advisory centres' services... 113, Gunta Grinberga; INTEGRATION PROCESSES INTO INTERNATIONAL MARKETS... 125; Competition or market power in the Ukrainian meat supply chain? ... 127, Andriy Matyukha, Oleksandr Perekhozhuk; Integration of the Hungarian cereal market into EU 15 markets ... 138, Attila Jambor; Regional specialisation of agriculture and competitive advantages of East-European countries... 146, Oleksandr Zhemoyda, Stephan J. Goetz; GOVERNANCE AND USE OF NATURAL RESOURCES ... 155; An analysis of biodiversity governance in the Kiskunság National Park according to the GoverNat Framework... 157, Cordula Mertens, Eszter Kelemen, György Pataki; Hierarchical network modelling and multicriteria analysis for agri-environmental measures in Poland ... 168, Jadwiga Ziolkowska; Assessing rural livelihood development strategies combining socioeconomic and spatial methodologies ... 179, K.C. Krishna Bahadur; SUSTAINABLE AGRICULTURAL LAND USE... 189; Linking economic and energy modelling with environmental assessment when modelling the on-farm implementation of Anaerobic Digestion ... 191, Andreas Muskolus, Andrew M. Salter, Philip J. Jones; Phytoremediation of a heavy metal-contaminated agricultural area combined with energy production. Multifunctional use of energy maize, rapeseed and short rotation crops in the Campine (BE)... 200, Nele Witters, Stijn Van Slycken, Erik Meers, Kristin Adriaensen, Linda Meiresonne, Filip Tack, Theo Thewys, Jaco Vangronsveld --

The Food Factor: Perceptions of the Brand

Mississippi residents were surveyed to determine their perceptions surrounding the The Food Factor brand. The Food Factor is a weekly Extension mass media program that communicates research-based information about food, nutrition, diet, and healthy lifestyles. A researcher-developed survey instrument was used to collect information using Qualtrics. The sample consisted of a representative sample of 404 Mississippi residents over the age of 18. Nonprobability quota sampling was used to examine population segments related to sex, Hispanic vs. non-Hispanic populations, and other racial demographic segments. The respondents were asked about their use and awareness of The Food Factor, where they were split into viewer and non-viewer categories. Viewers were asked about their viewing frequency, perceptions and skills learned related to watching The Food Factor, and their nutrition-related behaviors. Non-viewers were also asked about their perceptions of The Food Factor between branded and non-branded The Food Factor episodes. This study found the The Food Factor brand lacked brand recognition and recall. However, the respondents had a slightly positive perception of the brand. Overall, this study could not conclude that branding of the episodes was making a difference in non-viewers’ perceptions, despite the fact that many previous studies have identified branding as an important strategy in social marketing. Recommendations include a consistent and increased use of the brand, such as subtitles or logos, and future research on the use of branding in social marketing program, social marketing in Extension, and the role of branding in mass media programs

Exploring Antecedents & Consequences Of Customer Satisfaction With Smartphones: Implications For CRM

Customers of smartphones spend most of their waking time using them, as they have become the most innovative electronic devices. As the time spent on smartphones increases, the customer’s dependence on smartphones also increases. Therefore smartphones are more than telecommunication devices to customers. This paper examines factors (i.e., antecedents) affecting smartphone customer satisfaction and factors (i.e., consequences) arising from smartphone customer satisfaction. In particular, this study explores how the level of customer satisfaction affects loyalty, brand image, corporate image and country of origin. This study involved an online survey and applied t-test, factor, and regression analyses. The results provide managerial and theoretical implications for satisfaction and customer relationship management.

Cognitive and Affective Evaluation in Forming Unique Destination Image Among Tourists Visiting Malacca

Since Melaka is positioned as Historical City inaugurated by UNESCO in 2008, the study suggests unique image as a new component of image associations. A number of overseas tourists were selected as samples . Results showed that unique image was significantly constructed and affected by cognitive and affective evaluations. Cognitive evaluation was significantly affected by the types of information source, while affective evaluation was affected significantly by social psychological motivations. The research proves that Melaka has fulfilled the requirements to differentiate the city as a unique tourist destination. The positioning of Melaka as truly Malaysia and World heritage should be translated into the rational benefit of encountering unspoiled historical side and multi-racial living cultures. Positive unique image creation leads to intention to revisit and recommend others experiencing the world heritage and history of Melaka

Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Brand extension is a marketing strategy to apply the previously established brand name into new goods or service. A number of studies have reported the characteristics of human event-related potentials (ERPs) in response to the evaluation of goods-to-goods brand extension. In contrast, human brain responses to the evaluation of service extension are relatively unexplored. The aim of this study was investigating cognitive processes underlying the evaluation of service-to-service brand extension with electroencephalography (EEG). A total of 56 text stimuli composed of service brand name (S1) followed by extended service name (S2) were presented to participants. The EEG of participants was recorded while participants were asked to evaluate whether a given brand extension was acceptable or not. The behavioral results revealed that participants could evaluate brand extension though they had little knowledge about the extended services, indicating the role of brand in the evaluation of the services. Additionally, we developed a method of grouping brand extension stimuli according to the fit levels obtained from behavioral responses, instead of grouping of stimuli a priori. The ERP analysis identified three components during the evaluation of brand extension: N2, P300, and N400. No difference in the N2 amplitude was found among the different levels of a fit between S1 and S2. The P300 amplitude for the low level of fit was greater than those for higher levels (p < 0.05). The N400 amplitude was more negative for the mid- and high-level fits than the low level. The ERP results of P300 and N400 indicate that the early stage of brain extension evaluation might first detect low-fit brand extension as an improbable target followed by the late stage of the integration of S2 into S1. Along with previous findings, our results demonstrate different cognitive evaluation of service-to-service brand extension from goods-to-goods

Corporate Branding: An Interdisciplinary Literature Review

Purpose: This paper examines how scholarly research on corporate branding has evolved using bibliometric author co-citation analysis of articles published between 1969 and 2008 on corporate branding. Design/methodology/approach: The bibliography was compiled using the ISI Web of Science database. We searched articles published between 1969 and 2008 that used terms in their title related to our research scope. Then we used citation mapping to visualize the relationships between and among key works in the field. Findings: Our search resulted in 264 papers by 412 authors in 150 journals. The field is notably interdisciplinary, with articles published mainly in business, management, architecture, arts and communications disciplines. We found three main approaches to corporate branding research (internal, transactional, external) with seven core research streams: (1) product, service and sponsorship evaluation; (2) corporate and visual identity; (3) employment image and application; (4) corporate crime; (5) financial performance; (6) brand extension; and (7) corporate image. We also identified emerging fields such as corporate branding combined with corporate social responsibility. Research limitations: This research is limited by the database and the terms used for the search. Self-citations were also included. We used citation mapping and content analysis to identify core research streams. Originality/value: The article is singular in using bibliometrics by means of author co-citation analyses to identify, analyze and visualize key articles about corporate branding in the last 40 years. The results demonstrate the impact of selected institutions, journals, and key articles and authors on the research field