The purpose of this study was to examine the significance of branding in the marketing of stud cattle; specifically, to test whether the prices paid for stud cattle are affected by breed brands, as well as the performance attributes of the cattle. Inductive and deductive research methods were used, with a covariance regression model used to find the best predictors of price. The model explained 49.1% of the variance in the log of price. Further, to test whether there was a significant differentiable brand premium across the breed data, a one-way analysis of variance (ANOVA) was performed. It revealed a statistically significant effect at the p<0.001 level in price for the six breeds. Post hoc comparisons using the Tukey HSD test also indicated that the mean score for differences between the pairs of breeds revealed that only the Simmental and Poll Hereford breeds exhibited statistically significant differences. For livestock industries, the results of this research encourage the exploration of branding based marketing strategies.
|Title of host publication||Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution|
|Place of Publication||Adelaide|
|Publisher||University of South Australia|
|Number of pages||6|
|Publication status||Published - 2003|
|Event||ANZMAC 2003 Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution - Adelaide, Adelaide, Australia|
Duration: 1 Dec 2003 → 3 Dec 2003
|Conference||ANZMAC 2003 Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution|
|Abbreviated title||ANZMAC 2003|
|Period||1/12/03 → 3/12/03|
Coghlan, I., Quazi, A., & Keating, B. (2003). The Differntiating Impact of Beef Cattle Brands on Auction Prices. In Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution (pp. 204-209). Adelaide: University of South Australia.