Agricultural Show Awards: A Brief Exploration of Their Role Marketing Food Products
| Autor: | Joanna Henryks, Saan Ecker, Bethaney Turner, Halina Zobel-Zubrzycka, Bonnie Denness |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Marketing
business.industry Food marketing media_common.quotation_subject 05 social sciences Economic gain 0507 social and economic geography Product (business) Excellence Agriculture Food products 0502 economics and business 050211 marketing Quality (business) Brand equity Business Business and International Management 050703 geography ComputingMilieux_MISCELLANEOUS Food Science media_common |
| Zdroj: | Journal of International Food & Agribusiness Marketing. 28:315-329 |
| ISSN: | 1528-6983 0897-4438 |
| Popis: | Drawing on interviews with 12 agriculture show winners across a range of different food industries, this report provides a preliminary analysis of the role that agricultural show awards play in branding and marketing food products for commercial sale. In keeping with findings from previous studies, show awards were found to be regarded by producers as prestigious, signifying product excellence. Further, the assessment of the quality of products, the opportunity to receive expert feedback on new products, and a comparative, competitive effect of the show system was found to provide a mechanism to improve quality, helping to support industry standards and foster a culture of innovation. Show awards were identified as especially important in supporting small-scale entrepreneurial endeavors that depend on niche marketing strategies. However, winning awards was shown to contribute more to perceived brand equity of products rather than actual economic gain. To strengthen the impact of show success, part... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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