This paper aims to evaluate consumer’s awareness and willingness-to-pay (WTP) for two ornamental brands in Texas: Texas Superstar® and Earth-Kind®, after a Promotion on Place (POP) Program was developed by the Texas Department of Agriculture (TDA). Consumer’s characteristics that are more...

The main objective of this study was to analyze the effect of advertising on social welfare in a perfectly competitive market where the level of advertising is chosen by a social planner. The theoretical model revealed that social planner sponsored advertising that increases the equilibrium...

This study examined how various components of the Certified South Carolina campaign are valued by participating restaurants. A choice experiment was conducted to estimate the average willingness to pay (WTP) for each campaign component using a mixed logit model. Three existing campaign...

This study evaluates the effectiveness of a point of purchase advertising program conducted for two local horticultural brands in Texas. The results based on surveys gathered before and after the program was launched suggest that the campaign size was not sufficient to significantly increase...