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Branding behavior in the Danish food industry

Author

Listed:
  • Derek Baker

    (Production and Technology Division, Danish Research Institute of Food Economics, Rolighedsvej 25, 1958 Frederiksberg C, Copenhagen, Denmark)

  • Kenneth Baltzer

    (International Economics and Policy Division, Danish Research Institute of Food Economics, Rolighedsvej 25, 1958 Frederiksberg C, Copenhagen, Denmark)

  • Anja Skadkær Møller

    (Production and Technology Division, Danish Research Institute of Food Economics, Rolighedsvej 25, 1958 Frederiksberg C, Copenhagen, Denmark)

Abstract

Cross-sectional data from a survey of Danish firms are used to examine branding behavior in 2002 and its change between 1997 and 2002. Summary data from the survey are presented. Branding behavior is defined and relevant literature is reviewed. Based on hypotheses developed from this literature and supporting features of the Danish food marketing chain, six econometric models are specified. Specification accounts for dependent variables' characteristics (count and fractional data, and truncated samples). Missing values are replaced using Griliches' method (Griliches, 1986). Large firms are found to own and introduce the most brands, although few associations with the commodity sector are identified. Firms' use of retail brands is found to substitute for brand introduction in the long run and to increase with ownership by retail firms. Conclusions are drawn regarding the strategic stance of retailers in the Danish food system and its employment of retailers' own-label brands. [ECONLIT Classifications: Q120; Q130; L190]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 31-49, 2006.

Suggested Citation

  • Derek Baker & Kenneth Baltzer & Anja Skadkær Møller, 2006. "Branding behavior in the Danish food industry," Agribusiness, John Wiley & Sons, Ltd., vol. 22(1), pages 31-49.
    • Handle: RePEc:wly:agribz:v:22:y:2006:i:1:p:31-49
    DOI: 10.1002/agr.20077
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    References listed on IDEAS

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    Cited by:

    1. W. H. Furtan & J. Sauer, 2008. "Determinants of Food Industry Performance: Survey Data and Regressions for Denmark," Journal of Agricultural Economics, Wiley Blackwell, vol. 59(3), pages 555-573, September.
    2. Furtan, William Hartley & Sauer, Johannes, 2008. "Determinants of Food Industry Performance – Empirical Evidence Based on a Survey," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6422, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Furtan, H. & Sauer, J., 2009. "Determinants of Food Industry Performance – Survey Data and Regressions for Denmark," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 44, March.

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