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Commodity and brand advertising in the us orange juice market
Author(s) -
Lee JonqYing,
Fairchild Gary F.,
Behr Robert M.
Publication year - 1988
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/1520-6297(198811)4:6<579::aid-agr2720040607>3.0.co;2-z
Subject(s) - advertising , orange juice , business , private label , orange (colour) , marketing , national brand , food science , chemistry
This article examines the impact of the Florida Department of Citrus orange juice brand advertising rebate program through which producers support brand advertising by private firms. The impact of brand and Florida commodity advertising on the demand for national brand and private label orange juice is also evaluated.