The seafood industry is one part of the food industry competing for consumer protein demand. Generic advertising
or promotion offers one approach to expand that demand. Generic promotion programs focus on market expansion involving
an entire industry or segment. They involve advertising directly to the final consumer or to institutional...
The seafood industry is one part of the food industry competing for consumer protein demand. Generic advertising or promotion offers one approach to expand that demand. Generic promotion programs focus on market expansion involving an entire industry or segment. They involve advertising directly to the final consumer or to institutional...
Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer
samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish
in shops, meal preparation skills, intentions to buy fresh fish, and actual consumption frequencies. In the pre-campaign...
Products as diverse as soda-pop, fashion and
automobiles are selling to the tunes of classic and current
pop and rock music. The combination of MTV (Music
Television), the latest audio-visual technology, and the
replacement of movie stars by rock stars as the idols of
contemporary youth (Beckett, 1985; Hartman, 1987),...
In July 1997 a trade agreement between Norway and the European Union went into effect. The agreement specifies
an increase in the export levy on Norwegian salmon entering the EU from 0.75% to 3.00% ad valorem. The proceeds of the
levy are to be used by the Norwegian Seafood Export...
Generic Quality Assurance Schemes referred to as Schemes, have been established in the primary industries in many countries. They represent an important part of the generic marketing for different categories of foodstuffs, especially primary produce. Such Schemes are established due to, among other things, severe competition in the international food...
This dissertation addresses issues of strategic behavior of firms in lobbying, brand and generic advertising, and advertising-price relationships in imperfectly competitive markets.
In the first study, we investigate conditions under which lobbying can improve social welfare and show that this type of lobbying will be undersupplied from society’s perspective. We...
This dissertation addresses issues of strategic behavior of firms in oligopoly markets. In the first study we analyze how generic advertising affects brand advertising and firm profits in differentiated oligopoly markets. We develop two models, one with vertical differentiation and another with horizontal differentiation. In the case of vertical differentiation,...
This dissertation explores the intricacies associated with the use of distance functions in empirical studies. It focuses on the measurement of advertising efficiency and investigates the properties of the models that seek to approximate the abatement costs of socially undesirable outputs. The first manuscript is devoted to the development of...
This study examines how social identities and message characteristics influence the processing of sponsorship associations and persuasive messages. Using an experimental approach we found that sponsor affiliation with a rival team results in a negative response by highly identified fans, even when message characteristics include strong, favorable arguments. Conversely, less...