농업경제연구

Korean Agricultural Economics Association

제목 지리적 표시가 과일 브랜드 신뢰도에 미치는 영향분석
저자 김재경, 김한호
발행정보 51권 4호 (2010년 12월) 페이지 1~24
키워드
초록 Geographical Indications(GIs) as an Intellectual Property Right has a distinctive feature which can differentiate GIs from other quality guarantee labelling system. GIs was originally devised to be conductive to consumer confidence in an agricultural product like a fruit through not product quality but pure brand effect. We conducted a conjoint analysis to identify the impact of GIs on brand credibility of a fruit, apple. We have some findings. GIs has two kinds of effects on brand credibility. One is the consumers' misconception effect resulted from the fact that consumers perceive GIs as a quality guarantee label or an origin indication guaranteed by the government. The other is the promotion effect induced by their awareness of the exact information on GIs. Finally, the misconception effect predominates over the promotion effect. These findings imply that the effectiveness of GIs policy may get more and more dubious as the number of GIs issued increases. Recommended are more efforts of the government to promote GIs to consumers.
논문파일 농업경제연구-2010(51권제4호)-01.pdf