The Differntiating Impact of Beef Cattle Brands on Auction Prices

Ian Coghlan, Ali Quazi, Byron Keating

Research output: A Conference proceeding or a Chapter in BookConference contribution

Abstract

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.
Original languageEnglish
Title of host publicationCelebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
Place of PublicationAdelaide
PublisherUniversity of South Australia
Pages204-209
Number of pages6
Publication statusPublished - 2003
Externally publishedYes
EventANZMAC 2003 Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution - Adelaide, Adelaide, Australia
Duration: 1 Dec 20033 Dec 2003

Conference

ConferenceANZMAC 2003 Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
Abbreviated titleANZMAC 2003
CountryAustralia
CityAdelaide
Period1/12/033/12/03

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    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). University of South Australia. http://pandora.nla.gov.au/pan/25410/20070806-1439/smib.vuw.ac.nz_8081/WWW/ANZMAC2003/papers/BR05_coghlani.pdf