IDEAS home Printed from https://ideas.repec.org/a/iag/reviea/v20y2023i2p209-224.html
   My bibliography  Save this article

The Usefulness of Branding in Agricultural Marketing

Author

Listed:
  • Claudiu-Cătălin MUNTEANU

    (Institute of Agricultural Economics, Romanian Academy, Bucharest)

Abstract

The post-pandemic landscape has ushered in significant changes in food and agricultural markets, with a call from policymakers for proactive transformation towards a climate-neutral, digital, and inclusive food sector. Despite policy recommendations, market trends are primarily shaped by consumer behaviour, and many consumers remain hesitant to embrace circular economy practices and sustainability paradigms. Thus, policymakers must consider consumer preferences and willingness to change consumption patterns. In this context, branding emerges as a crucial tool in agricultural marketing, capable of influencing consumer preferences and promoting agricultural products, contributing to the sector’s overall success. A traditional view of agricultural marketing involves the logistics of moving products from farms to consumers. However, in this evolving landscape, branding transcends mere logos and slogans, encompassing the holistic image, reputation, and perception of agricultural products. This article explores the role of branding within the agricultural supply chain and delves into the importance of branding by examining strategies and case studies in agricultural markets. It also underscores the challenges in agricultural branding while offering potential solutions.

Suggested Citation

  • Claudiu-Cătălin MUNTEANU, 2023. "The Usefulness of Branding in Agricultural Marketing," Agricultural Economics and Rural Development, Institute of Agricultural Economics, vol. 20(2), pages 209-224.
    • Handle: RePEc:iag:reviea:v:20:y:2023:i:2:p:209-224
    as

    Download full text from publisher

    File URL: http://www.eadr.ro/RePEc/iag/iag_pdf/AERD2302_209-224.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kim, Mijeong & Kim, Sookhyun & Lee, Yuri, 2010. "The effect of distribution channel diversification of foreign luxury fashion brands on consumers’ brand value and loyalty in the Korean market," Journal of Retailing and Consumer Services, Elsevier, vol. 17(4), pages 286-293.
    2. Smit, Edith & Bronner, Fred & Tolboom, Maarten, 2007. "Brand relationship quality and its value for personal contact," Journal of Business Research, Elsevier, vol. 60(6), pages 627-633, June.
    3. Innes, Brian G. & Kerr, William A. & Hobbs, Jill E., 2007. "International Product Differentiation through a Country Brand: An Economic Analysis of National Branding as a Marketing Strategy for Agricultural Products," Commissioned Papers 6131, Canadian Agricultural Trade Policy Research Network.
    4. Erpeng Wang & Zhenzhen Liu & Zhifeng Gao & Qin Wen & Xianhui Geng, 2022. "Consumer preferences for agricultural product brands in an E‐commerce environment," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 312-327, April.
    5. Konrád Kiss & Csaba Ruszkai & Katalin Takács-György, 2019. "Examination of Short Supply Chains Based on Circular Economy and Sustainability Aspects," Resources, MDPI, vol. 8(4), pages 1-21, September.
    6. Angela Tregear & Matthew Gorton, 2005. "Geographic Origin as a Branding Tool for Agri-Food Producers," Society and Economy, Akadémiai Kiadó, Hungary, vol. 27(3), pages 399-414, December.
    7. Claudiu-Catalin Munteanu & Dorian-Laurentiu Florea & Andreea Pagalea, 2014. "The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of Business," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 1-58, February.
    8. Khurram, Mehreen & Qadeer, Faisal & Sheeraz, Muhammad, 2018. "The Role of Brand Recall, Brand Recognition and Price Consciousness in Understanding Actual Purchase," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(2), pages 219-241.
    9. Landon, Stuart & Smith, Constance, 1997. "The Use of Quality and Reputation Indicators by Consumers: The Case of Bordeaux Wine," MPRA Paper 9283, University Library of Munich, Germany.
    10. Benjamin T. Hazen & Diane A. Mollenkopf & Yacan Wang, 2017. "Remanufacturing for the Circular Economy: An Examination of Consumer Switching Behavior," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 451-464, May.
    11. Dierks, Leef H., 2007. "Does trust influence consumer behaviour?," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 56(02), pages 1-6.
    12. Tapish Panwar & Kalim Khan, 2020. "Ingredient Branding: A Differentiation Strategy for the Commoditized World," Paradigm, , vol. 24(2), pages 149-163, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Albersmeier, F. & Spiller, A., 2010. "Die Reputation der Fleischwirtschaft in der Gesellschaft: Eine Kausalanalyse," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 45, March.
    2. Michelle Haynes & Steve Thompson, 2012. "The Economic Significance of User-Generated Feedback," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 19(1), pages 153-166, February.
    3. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    4. Vincent Hoang & Takao Iida & Shigeru Matsumoto & Natsuki Watanabe & Clevo Wilson, 2016. "Consumer’s comparison between local and imported organic products: a hedonic analysis of the Japanese table wine market," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 6(3), pages 405-415, December.
    5. Antonino Galati & Giuseppina Migliore & Alkis Thrassou & Giorgio Schifani & Giuseppina Rizzo & Nino Adamashvili & Maria Crescimanno, 2023. "Consumers’ Willingness to Pay for Agri-Food Products Delivered with Electric Vehicles in the Short Supply Chains," FIIB Business Review, , vol. 12(2), pages 193-207, June.
    6. Gil Lamata, Mercedes & Latorre Martínez, María Pilar, 2022. "The Circular Economy and Sustainability: A Systematic Literature Review," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    7. Enrica , Sofia Anna & Cavalleri & Grünbühel, Clemens M. & Tanwattana, Puntita, 2023. "Urban-Rural Links for Sustainable Food Consumption in Bangkok," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 14(01), January.
    8. Yoo, Jungmin & Park, Minjung, 2016. "The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5775-5784.
    9. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
    10. Rocsana Bucea-Manea-Țoniș & Oliva Maria Dourado Martins & Dragan Ilic & Mădălina Belous & Radu Bucea-Manea-Țoniș & Cezar Braicu & Violeta-Elena Simion, 2020. "Green and Sustainable Public Procurement—An Instrument for Nudging Consumer Behavior. A Case Study on Romanian Green Public Agriculture across Different Sectors of Activity," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    11. Marty Stuebs & Li Sun, 2010. "Business Reputation and Labor Efficiency, Productivity, and Cost," Journal of Business Ethics, Springer, vol. 96(2), pages 265-283, October.
    12. Teuber, Ramona & Herrmann, Roland, 2012. "Towards a differentiated modeling of origin effects in hedonic analysis: An application to auction prices of specialty coffee," Food Policy, Elsevier, vol. 37(6), pages 732-740.
    13. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    14. Rommel, J. & Neuenfeldt, S. & Odening, M., 2010. "Markteffekte medienwirksamer Lebensmittelskandale – eine Ergebnisstudie," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 45, March.
    15. Donnet, M. Laura & Weatherspoon, Dave D., 2006. "Effect of Sensory and Reputation Quality Attributes on Specialty Coffee Prices," 2006 Annual meeting, July 23-26, Long Beach, CA 21388, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    16. Anthony William Bennett & Simone Mueller Loose, 2023. "Benchmarking Economic Sustainability: What Factors Explain Heterogeneity between Wine Businesses?," Sustainability, MDPI, vol. 15(24), pages 1-20, December.
    17. Günter Schamel & Kym Anderson, 2019. "Wine Quality and Varietal, Regional and Winery Reputations: Hedonic Prices for Australia and New Zealand," World Scientific Book Chapters, in: Kym Anderson (ed.), The International Economics of Wine, chapter 10, pages 225-253, World Scientific Publishing Co. Pte. Ltd..
    18. Nicolas G鲡rd Vaillant & François-Charles Wolff, 2013. "Understanding how experts rate cigars: a ‘havanometric’ analysis," Applied Economics, Taylor & Francis Journals, vol. 45(1), pages 99-109, January.
    19. Mariachiara Colucci & Alessandra Vecchi, 2021. "Close the loop: Evidence on the implementation of the circular economy from the Italian fashion industry," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 856-873, February.
    20. Schamel, Günter, 2005. "German Wine: Measurement and Evaluation of Product Quality," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 40, March.

    More about this item

    Keywords

    branding strategies; agricultural commodities; agri-food products;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:iag:reviea:v:20:y:2023:i:2:p:209-224. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Corina Saman (email available below). General contact details of provider: https://edirc.repec.org/data/iaacaro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.