Choosing Brands: Fresh Produce versus Other Products
比较消费者对电子、服装、包装食品和生鲜四类产品品牌的支付意愿，发现生鲜品牌支付意愿最低，但最优品牌溢价更高、市场份额更小。
Abstract Assuming that brands contribute to quality risk reduction, prestige, and design, we derive and test hypothesis on the willingness to pay (WTP) for brands across different product categories (electronics, clothing, packaged food, and fresh produce). Using the random effect tobit model on the stated point value of WTP and the ordered probit model on the stated range of WTP, we find that WTP for brands of fresh produce is least among the four product categories controlling for relevant demographic variations. Simulations show that fresh produce has a higher optimal price premium for brands but with a much smaller market share.