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    12. Consumer preferences for agricultural product brands in an E-commerce environment

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Wang, Erpeng (author), Liu, Zhenzhen (author), Gao, Zhifeng (author), Wen, Qin (author), and Geng, Xianhui (author)
    Format:
    Journal article
    Publication Date:
    2022-01-30
    Published:
    USA: Wiley Periodicals LLC
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 206 Document Number: D12873
    Journal Title:
    Journal of Agribusiness
    Journal Title Details:
    Vol. 38, Iss. 2
    Notes:
    16 pages, Branding agricultural products are popular in the online market, but little is known about consumers' preferences for agricultural product brands in an E-commerce environment. This study analyzed consumer preferences for three types of agricultural product brands and the interaction effect among them in an E-commerce environment with a choice experiment. Our results show that regional brand shows remarkable complementary effects on grower brand and store brand, implying regional brand can enhance the value of other brands. Also, we found that there is a substitution effect between grower brand and store brand. Interestingly, we find that consumers prefer cheap or expensive fuji apples rather than middle-price ones, implying significant consumption stratification in the Chinese online food market. This study also confirms the importance of the time window of delivery. This paper can provide critical information to optimize brand strategies of agricultural products in an E-commerce environment. [EconLit citations: D12, Q11, Q13]

    13. Delivering effective science communication: advice from a professional science communicator

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Illingworth, Sam (author)
    Format:
    Journal article
    Publication Date:
    2017-10
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11841
    Journal Title:
    Seminars on Cell and Developmental Biology
    Journal Title Details:
    70 : 10-16
    Notes:
    Online via keyword search of UI Library eCatalog and Elsevier.com. Open access., Author offers "practical advice for developing, delivering and evaluating effective science communication initiatives, based on over a decade of experience as being a professional science communicator."

    14. Developing export marketing strategy model of target markets

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Fomani, Alireza Farrokhbakht (author), Mirabi, Vahid Reza (author), Bazaee, Ghasemali (author), and Amiran, Haydar (author)
    Format:
    Journal article
    Publication Date:
    2019-02
    Published:
    Iran: AgEcon
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13199
    Journal Title:
    International Journal of Agricultural Management and Development
    Journal Title Details:
    V.9, Iss.2
    Notes:
    15 pages, The main purpose of this qualitative research was to design an export marketing strategy model for tea products to target markets. The statistical population was composed of all experts in the field of this research topic (N = 332). The sample size was determined as equal to the statistical population. Second-hand data used for data collection and a semi-structured interview was used as the research instrument. Five series of interviews were conducted with the experts. In order to identify the status of tea export, the first interview was done with tea exporters during 2016 (87 people were interviewed). The second round of interviews was done with factory holders to investigate the status of green tea leaf and dry tea as well as the respective model (170 companies were interviewed). In the third step, the experts and practitioners (50 people) were interviewed to provide the research model. The fourth round of interviews was carried out with 10 experts of the tea research center and organization to examine the status of tea gardens, green tea, and dry tea production and the main model. Finally, some Iranian business and economic advisers were interviewed in the fifth step. The results showed that direct export - business partner was the most suitable method to enter the target markets. Participation in relevant fairs in the target country and invitation and presence of traders of target markets in Iran were determined as the most appropriate method for market penetration and development strategy. Low price with more discounts was seen as a more suitable pricing strategy. Top quality and top packaging were selected as the best methods regarding product strategy. The selection of top distributors in each country and chain stores were determined for the product distribution. Using the brand of target market, digital marketing, fair, and social networks were recognized as a more suitable promotion strategy. Gardener and factory holder cooperation, agricultural improvement of tea gardens, promoting the quality of green leaf of tea, and using modern types of machinery for cultivation and harvesting in production strategy were the most important production strategy. In addition, differentiation through special taste and smell of Iranian tea, high quality, and attractive packaging design and type were recognized as the best differentiation strategy.

    16. Does good design matter in the seedstock advertising business? effects of graphic design in beef seedstock ads on cattle producers’ trust and credibility

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Marley, Morgan L. (author), Abrams, Katie M. (author), and Castillo, Daniela (author)
    Format:
    Online journal article
    Publication Date:
    2019-01-01
    Published:
    New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 78 Document Number: D10812
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    103(3)
    Notes:
    25 pages., via online journal., Designers are trained professionals who understand how to effectively visually communicate based on executing principles of design and an understanding of their audience. Within the beef seedstock industry, ad design varies widely in terms of technical effectiveness, but how do those differences affect potential customers? This study tested the effects of seedstock ad’s graphic design on the viewer’s trust and credibility among 561 Angus cattle producers. Our results show the graphic design of a beef seedstock ranch ad promoting an upcoming bull sale did not influence producers’ perceptions of trust and credibility. However, results did reveal better designed ads are positively related to producers’ trust of that brand. We suggest the study results were influenced by a first impression established through the brand description presented to all treatment groups, which illustrates beef seedstock buyers may be more reliant on other informational cues than design to inform their purchasing decisions. Future research is needed to parcel out effects of the brand information relative to the design aspects of the ad.

    18. Engagement and Extension: an examination of internal branding in Kansas Extension

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    King, Audrey E.H. (author) and Boone, Kristina M. (author)
    Format:
    Conference paper
    Publication Date:
    2017-02
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 163 Document Number: D08152
    Notes:
    Research paper presented in the Agricultural Communications Section, Southern Association of Agricultural Scientists (SAAS) conference in Mobile, Alabama, February 4-7, 2017. 16 pages.

    19. Engaging customers through #RealPigFarming

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    National Pork Board (author) and Lessing-Flynn (author)
    Format:
    Online document
    Publication Date:
    2015
    Published:
    United States: Public Relations Society of America
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 8 Document Number: D10300
    Notes:
    3 pages., Via Silver Anvil Awards., Consumers have questions about how pigs are raised, and no one knows the answers better than pork producers themselves. Activist groups against pig farming have become increasingly active on social media, where the voices of pork producers were relatively silent. As the connection between pork producers and the food industry, the National Pork Board recognized the potential damage this could cause to the pork industry’s reputation. The #RealPigFarming campaign was born out of a need to engage producers in sharing stories from their farms, and contributing to online conversation about pork production. The results surpassed original goals by 2,730 percent.