한우와 돼지고기의 기초광고가 육류 수요에 미치는 영향

• 영문명: Impact of Beef and Pork Generic Advertising on Korean Meat Demand
• 발행기관: 한국농식품정책학회
• 저자명: 조재환(Jae Hwan Cho) 김혜영(Hye Young Kim) 김태균(Tae Kyun Kim) 김배성(Bae Sung Kim)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 36권 3호, 540~557쪽, 전체 18쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2009.09.30

영문 초록

This study develops a nonlinear Rotterdam Model with incorporating generic advertising variable as a demand shifter. This model allows researchers to evaluate impacts of beef and pork generic advertising on monthly Korean beef, imported beef, pork, and poultry demand. Results indicate that Korean beef generic advertising has increased its own demand, but also it has made pork and imported beef demand decreased. Pork generic advertising has made a contribution to increase its own demand while Korean beef and imported beef have decreased on account of negative cross advertising effect. Particularly, Korean pork generic advertising became effective in decreasing demand for Korean beef and imported beef as consumers seriously concerned about food safety and BSE.

목차

Ⅰ. 머 리 말

Ⅱ. 분석 모형

Ⅲ. 자료 및 추정 결과

Ⅲ. 자료 및 추정 결과

Ⅳ. 요약 및 결론

참 고 문 헌

키워드

Beef and Pork Generic Advertising Effect Korean Meat Demand Nonlinear Rotterdam Model