Marketing Research on Fruit Branding
Case Studies in the Traditional Food Sector, Page: 239-254
2018
- 9Citations
- 25Captures
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Book Chapter Description
Fruit branding is recently raising a growing interest in the fruit business. Brands have been used for certain fruits since a very long time (e.g., bananas, pineapples, apples), but in the last twenty years it has been paired with the release of new fruit varieties, as a tool for protection and use of the results of plant breeding. This study is aimed at illustrating a case of collaboration between a fruit marketing company and a team of academic marketing researchers, who worked together to explore the interest, perception, and preference of consumers for a new pear cultivar that has been branded with the registered name “Angelys.”
Bibliographic Details
http://www.sciencedirect.com/science/article/pii/B9780081010075000099; http://dx.doi.org/10.1016/b978-0-08-101007-5.00009-9; http://www.scopus.com/inward/record.url?partnerID=HzOxMe3b&scp=85042485353&origin=inward; https://linkinghub.elsevier.com/retrieve/pii/B9780081010075000099; https://dul.usage.elsevier.com/doi/; https://api.elsevier.com/content/article/PII:B9780081010075000099?httpAccept=text/xml; https://api.elsevier.com/content/article/PII:B9780081010075000099?httpAccept=text/plain; http://linkinghub.elsevier.com/retrieve/pii/B9780081010075000099; http://api.elsevier.com/content/article/PII:B9780081010075000099?httpAccept=text/xml; http://api.elsevier.com/content/article/PII:B9780081010075000099?httpAccept=text/plain; https://dx.doi.org/10.1016/b978-0-08-101007-5.00009-9
Elsevier BV
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