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Commodity and brand advertising in the us orange juice market

Author

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  • Jonq-Ying Lee

    (Research Economist, Florida Department of Citrus, Extension Economist, University of Florida, and Economic and Market Research Director, Florida Department of Citrus; and Adjunct Professor, Associate Professor, and Adjunct Associate Professor, Food and Resource Economics Department, University of Florida)

  • Gary F. Fairchild

    (Research Economist, Florida Department of Citrus, Extension Economist, University of Florida, and Economic and Market Research Director, Florida Department of Citrus; and Adjunct Professor, Associate Professor, and Adjunct Associate Professor, Food and Resource Economics Department, University of Florida)

  • Robert M. Behr

    (Research Economist, Florida Department of Citrus, Extension Economist, University of Florida, and Economic and Market Research Director, Florida Department of Citrus; and Adjunct Professor, Associate Professor, and Adjunct Associate Professor, Food and Resource Economics Department, University of Florida)

Abstract

This article examines the impact of the Florida Department of Citrus orange juice brand advertising rebate program through which producers support brand advertising by private firms. The impact of brand and Florida commodity advertising on the demand for national brand and private label orange juice is also evaluated.

Suggested Citation

  • Jonq-Ying Lee & Gary F. Fairchild & Robert M. Behr, 1988. "Commodity and brand advertising in the us orange juice market," Agribusiness, John Wiley & Sons, Ltd., vol. 4(6), pages 579-589.
    • Handle: RePEc:wly:agribz:v:4:y:1988:i:6:p:579-589
    DOI: 10.1002/1520-6297(198811)4:6<579::AID-AGR2720040607>3.0.CO;2-Z
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    References listed on IDEAS

    as
    1. Ward, Ronald W. & Chang, Julio, 1985. "Theoretical Issues Relating To Generic And Brand Advertising On Agricultural Commodities," Research on Effectiveness of Agricultural Commodity Promotion, April 9-10, 1985, Arlington, Virginia 279491, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
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    Cited by:

    1. Salois, Matthew J. & Reilly, Amber, 2014. "Consumer Response to Perceived Value and Generic Advertising," Agricultural and Resource Economics Review, Cambridge University Press, vol. 43(1), pages 17-30, April.
    2. Salois, Matthew J. & Reilly, Amber, 2014. "Millennial Parents and the Effectiveness of Generic Advertising for 100% Orange Juice," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162592, Southern Agricultural Economics Association.
    3. House, Lisa A. & Jiang, Yuan & Salois, Matthew, 2014. "Measures of Online Advertising Effectiveness: The Case of Orange Juice," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 169776, Agricultural and Applied Economics Association.
    4. Lisa A. House & Yuan Jiang & Matthew Salois, 2015. "Measures of Online Advertising Effectiveness for Market Penetration: The Case of Orange Juice Consumers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 435-448, December.

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