Is there complementarity between labels and brands? Evidence from small French co-operatives

Fares, M'hand, Raza, Saqlain and Thomas, Alban (2018) Is there complementarity between labels and brands? Evidence from small French co-operatives. Review of Industrial Organization, 53 (2). pp. 367-395.

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Official URL: http://tse-fr.eu/pub/32517

Abstract

Many quality signals—both private and public—have been used to foster the development of food quality in the agro-food markets: mainly brands and common certified labels. Previous research has typically focused on either brand or certified label efficiency independently, while in many instances both signals coexist. Agricultural products that pair brand names and certified labels—such as indications of origin—are indeed common: e.g., Roquefort cheese, Scotch whiskeys, and most of the French wines. The objective of our paper is to take into account this coexistence by empirically analyzing the complementarity and/or substitutability that may exist between labels and brands. To do so, we estimate different models of adoption and an original multinomial probit model of complementarity that we test on a database of the quality-signaling strategies from 993 small French cooperatives. Our main result shows that there is a clear interaction effect between brand and certified label signal strategies, but it is a substitution effect rather than a complementary one.

Item Type: Article
Language: English
Date: September 2018
Refereed: Yes
Uncontrolled Keywords: Complementarity, Quality signals, Multinomial probit
JEL codes: C25 - Discrete Regression and Qualitative Choice Models; Discrete Regressors
L15 - Information and Product Quality; Standardization and Compatibility
Q12 - Micro Analysis of Farm Firms, Farm Households, and Farm Input Markets
Q13 - Agricultural Markets and Marketing; Cooperatives; Agribusiness
Subjects: B- ECONOMIE ET FINANCE
Divisions: TSE-R (Toulouse)
Site: UT1
Date Deposited: 22 May 2018 09:24
Last Modified: 20 Mar 2019 16:18
OAI ID: oai:tse-fr.eu:32517
URI: http://publications.ut-capitole.fr/id/eprint/25866

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