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- All Subjects: Agriculture economics
- Creators: Agadjanian, Victor
Description
Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain performance characteristics to a private label brand, across multiple categories. In the second chapter, I describe the performance bond theory in detail, and then test this theory using scanner data in the chapter that follows. Because secondary data has limitations for testing behavioral theories, however, I test the performance bond theory of umbrella branding using a laboratory experiment in the fourth chapter. In this chapter, I find that households tend to transfer their perception of private label performance across categories, or that a manifestation of umbrella branding behavior can indeed explain private labels' success. In the fifth chapter, I extend this theory to compare umbrella branding in international markets, and find that performance transference takes its roots in consumers' cultural backgrounds. Taken together, my results suggest that umbrella branding is an important behavioral mechanism, and one that can be further exploited by retailers across any consumer good category with strong credence attributes.
ContributorsTheron, Sophie (Author) / Richards, Timothy J. (Thesis advisor) / Grebitus, Carola (Committee member) / Hughner, Renee (Committee member) / Arizona State University (Publisher)
Created2014
Description
The main purpose of this dissertation is to examine the effects of migration and household capitals on agricultural and energy transitions in the setting of rapidly changing socioeconomic and environmental conditions of Chitwan, Nepal. The environmental aspects of agricultural and energy transitions are also discussed to weave the changes in the livelihoods of rural households into the discourse of sustainable development, especially in the context of underdeveloped countries. The data used for the analysis is the Chitwan Valley Family Study which has been collected since 1996 at the individual and household level with the focuses on agriculture and family. The results from first difference model and multilevel logistic regression model using discrete-time event history approach deliver a couple of important messages for the future plans for local and national development. Most of all, migration plays an important role in the livelihoods of rural households in Chitwan. It might not have a direct impact, but the findings indicate that social and financial remittances from migration interact with how a household utilizes their current capitals under a given context for the future. Particularly, available labor in a household, prior investment in agriculture, exposure to modern life style, and what other people do, all these factors moderate the association between migration and the transitions. The implications of these results on sustainable development for the future of Chitwan and Nepal in the coming years are discussed afterwards.
ContributorsHan, Seung Yong (Author) / Yabiku, Scott T. (Thesis advisor) / Glick, Jennifer E. (Committee member) / Agadjanian, Victor (Committee member) / Arizona State University (Publisher)
Created2014