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2. BQA campaign links industry, consumers
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Barnhart, Walt (author)
- Format:
- Journal article
- Publication Date:
- 2019-11-01
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 121 Document Number: D11077
- Journal Title:
- Drovers
- Notes:
- 3 pages., Via online issue., Describes communications campaign about the Beef Quality Assurance program of the National Cattlemen's Beef Association.
3. Choosing Brands: Fresh Produce versus Other Products
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Zilberman, David (author), Heiman, Amir (author), and Jin, Yanhong H. (author)
- Format:
- Journal article
- Publication Date:
- unknown
- Published:
- USA: Blackwell Publishing
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C26414
- Journal Title:
- American Journal of Agricultural Economics
- Journal Title Details:
- DOI: 10.1111/j.1467-8276.2007.01062.x
- Notes:
- OnlineEarly
4. Consumer preferences for agricultural product brands in an E-commerce environment
- 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]
5. NYC [New York City] fruit influencer: Here's how to market your company on social media
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Sowder, Amy (author)
- Format:
- Journal article
- Publication Date:
- 2021-02
- Published:
- USA
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 203 Document Number: D12178
- Journal Title:
- Packer
- Notes:
- Online from publication. 4 pages., Suggestions from a New York City-based exotic fruit influencer and leadership developer Angela Scarfia in leading an online workshop about marketing produce brands and companies on social media.
6. Printing and mailing for the brand: An exploratory qualitative study seeking to understand internal branding and marketing within University and Extension communication services units
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Zagonel, Anissa (author), Baker, Lauri M. (author), King, Audrey E.H. (author), and Kansas State University Oklahoma State University Association for Communication Excellence
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 15 Document Number: D10433
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 103(2)
- Notes:
- 15 pages., Via online journal., Investment of employees in a brand can lead to greater public understanding and positive impressions of a brand by external stakeholders. However, this can be challenging in public organizations with multiple brand segments and a large number of employees spread across great distance with limited funds for marketing. While previous work has looked at Extension agents, faculty, and volunteers’ brand perceptions, no studies have looked at communication services employees’ investment in the brand. The purpose of this qualitative study was to discover how well employees in a university and Extension printing and mail entity understood the Extension brand and their investment in the brand. Research questions that guided this study were: 1) What perceptions and investment do communication services employees have in the Extension brand? And 2) what are employees’ perceptions of the organization’s branding and marketing efforts? Each of the 18 interviews included a series of questions focusing on employees’ story related to Extension and employees’ thoughts on branding and marketing efforts. Results in this study with communication services employees indicate these employees are not invested in the brand with the majority having little to no understanding of the mission of Extension. This contradicts previous research with employees in other brand segments of Extension. Implications of this work include a need for training on the Extension mission for communication services employees, a shift in culture to encourage investment in the brand, and inclusion of all Extension employees in the mission of Extension.
7. The Food Factor: Perceptions of the brand
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Brubaker, McKayla (author), Settle, Quisto (author), Downey, Laura (author), Hardman, Alisha (author), and Oklahoma State University Mississippi State University
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- United States: New Prairie Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 7 Document Number: D10246
- Journal Title:
- Journal of Applied Communications
- Journal Title Details:
- 101(3)
- Notes:
- 19 pages., Via online journal., 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.
8. The future of experiential marketing
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Camma, David (author)
- Format:
- Journal article
- Publication Date:
- 2020-12
- Published:
- USA: Henderson Communications L.L.C., Adel, Iowa.
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12113
- Journal Title:
- Agri Marketing
- Journal Title Details:
- 58(619) : 19-22
- Notes:
- "Experiential marketing can be interpreted many ways, but our approach helps brands create relationships with target audiences through immersive and memorable interactions." Approach used by Osborn Barr Paramore, agri-marketing communications agency, St. Louis, Missouri.
9. The impact of producers' cognitive styles on their purchasing behavior
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Feeney, Roberto (author), Accursi, Federico (author), and Mac Clay, Pablo (author)
- Format:
- Journal article
- Publication Date:
- 2019
- Published:
- Argentina
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 121 Document Number: D11087
- Journal Title:
- International Journal on Food System Dynamics
- Journal Title Details:
- 10(5) : 498-515
- Notes:
- Available online at www.centmapress.org, Results showed that different segments of producers had distinctive purchasing behaviors. Specifically, analytic-oriented producers tended to focus on product performance and less on the relationship with suppliers when buying their inputs. They also tended to be loyal to input brands, rely less on dealers/retailers and salespeople, and they are willing to change suppliers more often than other producers. Intuitive-oriented producers valued more the relationship with the supplier and are interested in contacting the salesperson if they need a product. Balanced-oriented producers declared to be less loyal to brands, but were more stable in terms of not changing input suppliers frequently.
10. When Brands Go Dark
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Hartnett, Nicole (author), Gelzinis, Adam (author), Beal, Virginia (author), Kennedy, Rachel (author), and Sharp, Byron (author)
- Format:
- Journal article
- Publication Date:
- 2021-09-01
- Published:
- United States of America: Advertising Research Foundation
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 204 Document Number: D12453
- Journal Title:
- Journal of Advertising Research
- Journal Title Details:
- Fall 2021
- Notes:
- 13 pages., Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer. These long dark periods have not been subject to much study, so little is known about the likely consequences. This exploratory study addresses this omission by documenting the sales performance of 41 beer, cider, and spirit brands that advertised intermittently over almost two decades. Changes in aggregate brand sales are reported for the years when brands stopped advertising relative to the last advertised year. On average, brand sales declined immediately in the first year and every subsequent year of advertising cessation. Decline generally was faster for smaller brands and for brands that already were declining in sales before advertising cessation.