When a firm decides which products to offer or put on display, it takes into account the products' ability to attract attention to the brand name as a whole. Thus, the value of a product to the firm emanates from the consumer demand it directly meets, as well as the indirect demand it generates...

This study examines the relationship between generic advertising and perceived value for 100 percent orange juice using data from a survey on consumption, perceived value, advertising awareness, and other key measures. We investigate the relationships between consumption and perceived value and...

This study coincided with a research project "Identification of Pulling Factors for Enhancing the Sustainable Development of Diverse Agriculture in Selected Asian Countries (AGRIDIV), co-ordinated by CAPSA. While AGRIDIV project focused on poverty alleviation through secondary crop based...