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作者 Dentoni, Domenico
書名 Branding agri-food products with credence attributes
國際標準書號 9781109636017
book jacket
說明 179 p
附註 Source: Dissertation Abstracts International, Volume: 71-02, Section: A, page: 0650
Adviser: Christopher H. Peterson
Thesis (Ph.D.)--Michigan State University, 2009
This study attempts to advance knowledge on how a firm can create value for customers and pursue a benefit advantage strategy by adding credence attributes to its products. Credence attributes are product features that consumers cannot verify before, during or after consumption, but still can perceive and value. In global agri-food markets, "locally-grown", "place-of-origin", "animal welfare", "organic", "eco-friendly", "safe", "natural" are examples of credence attributes that consumer segments across the world increasingly value when making their product and consumption choices. Given the unique nature of credence attributes, analyzing how consumers build their perceptions and values for products with credence attributes is of paramount importance for the firm pursuing such a benefit advantage strategy. So far, a rich research strand in agricultural economics has built upon consumer demand theory to analyze how adding credence attributes changes consumers' evaluations of generic agri-food products and the conditions under which such an effect takes place
In an attempt to integrate this research strand from agricultural economics, this study builds upon the theory of attitude formation, developed in psychology and largely applied to marketing, to understand how a firm can provide credence attribute information to consumers differentiating its own individual brand from competitors. The theory of attitude formation postulates that individuals not only develop evaluations for attributes, but also form beliefs that these attributes are associated to objects and that ultimately they create their attitudes and behavioral intentions based upon both attribute evaluations and beliefs
The three essays of this study provide the initial point towards building a theory of branding products with credence attributes, which aims at understanding which credence attribute information can differentiate a brand from its competitors and so allow a firm to gain a benefit advantage. By analyzing the case of Michigan locally-grown apples, the first essay starts exploring why consumers prefer products with credence attributes and what is the direct and indirect effect of credence attributes. By tackling the case of Liguria extra-virgin olive oil and of Southern Louisiana cream cheese, the second essay starts exploring under which conditions generic credence attribute information and brand information provide an advantage to an individual brand in terms of consumers' attitudes and willingness-to-pay (WTP). By studying the case of fast food restaurants and poultry welfare practices, the third essay starts exploring which positive brand information can effectively mitigate the negative effect of an information shock relative to a credence attribute. Data were collected from a series of on-line experiments on college students and from US residents. Data analysis involved path modeling and structural equation modeling, which provide the advantage of analyzing moderators and mediators of the effect of credence attributes information on consumer WTP
School code: 0128
Host Item Dissertation Abstracts International 71-02A
主題 Economics, Agricultural
Economics, Commerce-Business
Psychology, Experimental
Alt Author Michigan State University
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