ABSTRACT Past studies have shown that country of origin labeling (COOL) affects consumers’ demand for food products. However, besides the rationale of ethnocentrism or the desire to support domestic farmers, the underlying motivation for such behavior is not well understood. This study...

Using quarterly data, the notion of Granger causality is employed to to test the causal relationship existing between advertising and sales of cheese and butter in Canada. Results suggest that advertising expenditures influences sales of both commodities. However, sales appear to influence...