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Consumer Response to Perceived Value and Generic Advertising

Published online by Cambridge University Press:  15 September 2016

Matthew J. Salois  and
Amber Reilly
Matthew J. Salois*
Affiliation:
Florida Department of Citrus
Amber Reilly
Affiliation:
Florida Department of Citrus
*
Correspondence: Matthew Salois ▪ Florida Department of Citrus ▪ University of Florida ▪ P.O. Box 110249 ▪ Gainesville, FL 32611-0249 ▪ Phone 352.392.1874 ▪ Email [email protected].
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Abstract

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 between generic advertising and perceived value and identify features of generic advertising of orange juice that have the greatest influence on consumers. Our analysis indicates that perceived value is strongly associated with increased consumption and is influenced by generic advertising. Generic advertising is most effective when consumers view the content of the ads as genuine and relevant.

Keywords

consumptiongeneric advertisingmarketingperceived value
Type
Selected Papers
Information
Agricultural and Resource Economics Review , Volume 43 , Issue 1 , April 2014 , pp. 17 - 30
Copyright
Copyright © 2014 Northeastern Agricultural and Resource Economics Association 

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