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 language | English |
|---|---|
| Title of host publication | A Celebration of Ehrenberg and Bass |
| Subtitle of host publication | Marketing Knowledge, Discoveries and Contribution: ANZMAC 2003 |
| Editors | Rachel Kennedy |
| Place of Publication | Adelaide, Australia |
| Publisher | University of South Australia |
| Pages | 204-209 |
| Number of pages | 6 |
| ISBN (Electronic) | 0868039829 |
| Publication status | Published - 2003 |
| Event | Australian New Zealand Marketing Academy Conference - Adelaide, Australia, Australia Duration: 01 Dec 2003 → 03 Dec 2003 |
Conference
| Conference | Australian New Zealand Marketing Academy Conference |
|---|---|
| Country/Territory | Australia |
| Period | 01/12/03 → 03/12/03 |