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| Author: | Fernandez-Barcala, M. Gonzalez-Diaz, M. |
| Title: | Brand equity in the European fruit and vegetable sector: A transaction cost approach |
| Journal: | International Journal of Research in Marketing
2006 : MAR, VOL. 23:1, p. 31-44 |
| Index terms: | marketing brands brand names fruit industry vegetables industry transaction costs prices case studies European Union |
| Language: | eng |
| Abstract: | This paper links both marketing and transaction cost economics (TCE) literature to explain factors determining brand equity from the buyer's perspective. It is argued that TCE offers an appropriate framework for understanding the value added by each brand name (here as: b-n./n-ns). It is claimed that b-ns. are more valuable by buyers when contractual hazards (opportunism) in the transaction are higher. Results from an analysis of 14 European Union (EU) fruit and vegetable b-ns. indicate that the price premium will be greater when the b-n. addresses less informed parties and when search / measurement costs are substantial. In addition, consumers seem ready to pay a higher price premium for co-branded products. |
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