PlumX Metrics
Embed PlumX Metrics

Marketing Research on Fruit Branding

Case Studies in the Traditional Food Sector, Page: 239-254
2018
  • 9
    Citations
  • 0
    Usage
  • 25
    Captures
  • 0
    Mentions
  • 0
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

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.”

Provide Feedback

Have ideas for a new metric? Would you like to see something else here?Let us know