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Brand Equity in the Australian domestic beef market

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  • Eastburn, Mark
  • Morrison, Mark

Abstract

Branding remains in a fairly nascent state within the Australian domestic beef market. Several brands have begun to emerge in recent years including Certified Angus, 1824, Hereford Prime, Stockyard Beef and Diamantina. However, these primarily cater for restaurant rather than household trade. This contrasts with other countries, such as the US, where branded beef makes up a large proportion of the domestic market. Using random parameter logit models we examine the willingness of consumers to pay for one type of branded beef, as well specific beef attributes, in a regional area of NSW. We find that there is evidence that segments of the population would be willing to pay for branded beef. The value of the brand is related to several sociodemographic characteristics, as well as attitudinal variables.

Suggested Citation

  • Eastburn, Mark & Morrison, Mark, 2004. "Brand Equity in the Australian domestic beef market," 2004 Conference (48th), February 11-13, 2004, Melbourne, Australia 58404, Australian Agricultural and Resource Economics Society.
    • Handle: RePEc:ags:aare04:58404
    DOI: 10.22004/ag.econ.58404
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    References listed on IDEAS

    as
    1. Hausman, Jerry & McFadden, Daniel, 1984. "Specification Tests for the Multinomial Logit Model," Econometrica, Econometric Society, vol. 52(5), pages 1219-1240, September.
    2. Louviere,Jordan J. & Hensher,David A. & Swait,Joffre D. With contributions by-Name:Adamowicz,Wiktor, 2000. "Stated Choice Methods," Cambridge Books, Cambridge University Press, number 9780521788304, November.
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    Keywords

    Agricultural and Food Policy; Marketing;

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