Published October 18, 2024 | Version v1
Dataset Open

THE IMPACT OF LOCAL PRODUCT BRANDING ON THE ECONOMIC PERFORMANCE OF AGRICULTURAL AND LIVESTOCK AGRO-PROCESSING INDUSTRIES IN VLORA

Authors/Creators

  • 1. Department of Economics, Entrepreneurship and Finance, Barleti University, Triana, Albania

Description

This study aims to examine the impact of local product branding on the economic performance of the agricultural and livestock agro-processing industries in the region of Vlora. Based on the data collected from local agro-processing and agro-tourism industries, the purpose of this research is to analyze how branding strategies contribute to increasing the level of sales, the level of income, creating a strong identity, and improving the performance of businesses and the territory where these businesses are concentrated. The study includes in the analysis the influence of the local brand in the creation of the identity, in the level of sales, in the income, the profit margins, and the improvement of the economic performance of the agricultural and livestock agro-processing industries. For this reason, the research was conducted with the inclusion of over 100 industries/agritourism, and the analysis of the questionnaire data was conducted with the STATA program. From the results of the research, it is clear that investment in the branding of products with local indicators is necessary to stimulate economic development and to strengthen the market positioning of businesses in the agricultural and livestock sectors. Also, this research provides important recommendations for improving branding practices as a strategic tool for the development and consolidation of agro-processing industries in the region.

Files

4_25-38_IJMEF_ALBANIA__150$__THE IMPACT OF LOCAL PRODUCT.pdf

Files (544.1 kB)

Additional details

References

  • Aaker, D.A. (1991), "Managing Brand Equity :Capitalizing on the Value of a Brand Name", Free Press: Neë York, NY, USA.
  • Christodoulides, G.; Cadogan, J.W.; Veloutsou, C. (2015), "Consumer-based brand equity measurement", Lessons learned from an international study. Int. Mark.
  • Davcik, N.S.; da Silva, R.V.; Hair, J.F. (2015), "Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research", J. Prod. Brand Manag.
  • David A. Aaker. (2015), "Brand equity. La gestione del valore della marca", editore Franco Angeli, Italia.
  • Doyle, P. (2001), "Shareholder-value-based brand strategies", J. Brand Manag.
  • Farquhar, P.H. (1989), "Managing brand equity", Mark. Res.
  • Ferrante T, (2013), "Valutare la qualità percepita. Uno studio pilota per gli hospice-Evaluation of perceived quality", editor Franco Angeli, Italia.
  • Gentile, S; Sordi, F. (2019). "L'identità di Marca: Viaggio alla Scoperta dei Propri Valori e della Propria Identità Aziendale", editore Flaccovio Dario, Italia.
  • Gil, R.B.; Andrés, E.F.; Salinas, E.M. (2007), "Family as a source of consumer-based brand equity", J. Prod. Brand Manag.