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

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.Brand recognition, Willingness to pay, Consumer preferences, Ornamentals, Consumer/Household Economics, Marketing,