Abstract
Many universities are now marketing agricultural products including beef and dairy. The objective of the study was to examine the role of university brand affiliation in promoting locally produced food, particularly grass-fed beef. It is expected that other local producers will use the results to make informed decisions in marketing their products. The study used the data collected from a survey among Missouri State University alumni and general shoppers. Preliminary results from the analysis show that university alumni were statistically different from other shoppers in willingness to pay more for university produced beef.
Department(s)
Agribusiness, Education, and Communication
Document Type
Article
Rights Information
© The Food Distribution Research Society, Inc. Copies of articles in Journal of Food Distribution Research may be non-commercially reproduced for the purpose of educational or scientific advancement.
Keywords
product attributes, brand affiliation, Willingness-to-Pay
Publication Date
3-1-2015
Recommended Citation
Rimal, Arbindra, Micala Penton, Jennifer Muzinic, and Benjamin Onyango. "Brand Affiliation in Promoting Locally Produced Food: A Case of University Promoted Beef." Journal of Food Distribution Research 46, no. 1 (2015): 58-60.
Journal Title
Journal of Food Distribution Research