Consumer response to point of purchase advertising for local brands

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Collart, Alba J. (author), Palma, Marco A. (author), and Carpio, Carlos E. (author)
    Format:
    Journal article
    Publication Date:
    2013-05
    URL:
    http://ageconsearch.umn.edu/record/149405?In=en
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 198 Document Number: D09665
    Journal Title:
    Journal of Agricultural and Applied Economics
    Journal Title Details:
    45(2) : 229-242
    Subject Term:
    advertising, buying behavior, consumers, horticulture, promotion, landscape, point-of-purchase, brands, branding, local, awareness, willingness to pay, in-store promotion, and ornamental
    Notes:
    Findings suggested that in-store point-of-purchase advertising was not sufficient to significantly increase brand awareness and total demand for local ornamental brands. Buying frequency was found to increase both overall demand and likelihood of brand awareness.

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