The purpose of this study is to investigate whether the generic advertising helps or hurts the brand advertising within the differentiated product environments. We develop an analytical model that includes both generic and brand advertising expenditures considering vertical product...

The purpose of this paper is to examine the impact of bilateral imperfect competition between processors and retailers and of import supply on optimal advertising intensity, advertising expenditures, and checkoff assessment rates. First, comparative static analyses were conducted on the newly...

This study develops an alternative way of identifying the heterogeneity of WTP estimates for product attributes. The alternative approach combines mixed logit models with a latent segmentation method (MLS). First, the combined MLS approach estimates a mixed logit model and retrieve individual...

This study examines the dynamic relationship between wholesale and retail prices of beef products, accounting for product differentiation in cuts and quality grades. We test for long-run association in price transmission relationship in presence of asymmetry caused by threshold-type adjustments....

For beef exporters, one of the important questions in the Korean beef market is why Korean consumers are willing to pay almost three times more for domestic Korean beef than they pay for imported beef. To answer this question, we surveyed 1,000 shoppers in Seoul, Korea, and conducted a conjoint...

This article focuses on two important issues faced by researchers working on choice experiments: how to find the optimal number of alternatives in each choice set and the number of choice sets in each survey. The authors first develop survey instruments with different numbers of choice sets and...

A latent segmentation modeling is used in this study to identify the heterogeneity of willingness-to-pay estimates for quality attributes and country-of-origin in the Korean beef market. Three distinctive groups of grocery shoppers are identified based on their level of concern (very,...