The Differentiating Impact of Beef Cattle Brands on Auction Prices

Ian Coghlan, Ali Quasi, Byron Keating

Research output: Book chapter/Published conference paperConference paperpeer-review

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Abstract

The purpose of this study was to examine the significance of branding in the marketing of stud cattle; specifically, to test whether the prices paid for stud cattle are affected by breed brands, as well as the performance attributes of the cattle. Inductive and deductive research methods were used, with a covariance regression model used to find the best predictors of price. The model explained 49.1% of the variance in the log of price. Further, to test whether there was a significant differentiable brand premium across the breed data, a one-way analysis of variance (ANOVA) was performed. It revealed a statistically significant effect at the p<0.001 level in price for the six breeds. Post hoc comparisons using the Tukey HSD test also indicated that the mean score for differences between the pairs of breeds revealed that only the Simmental and Poll Hereford breeds exhibited statistically significant differences. For livestock industries, the results of this research encourage the exploration of branding based marketing strategies.
Original languageEnglish
Title of host publicationA Celebration of Ehrenberg and Bass
Subtitle of host publicationMarketing Knowledge, Discoveries and Contribution: ANZMAC 2003
EditorsRachel Kennedy
Place of PublicationAdelaide, Australia
PublisherUniversity of South Australia
Pages204-209
Number of pages6
ISBN (Electronic)0868039829
Publication statusPublished - 2003
EventAustralian New Zealand Marketing Academy Conference - Adelaide, Australia, Australia
Duration: 01 Dec 200303 Dec 2003

Conference

ConferenceAustralian New Zealand Marketing Academy Conference
Country/TerritoryAustralia
Period01/12/0303/12/03

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