Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Using digital communications to manage the farmers’ market brand image

Using digital communications to manage the farmers’ market brand image The purpose of this paper is to explore the way one farmers’ market organization used an e-newsletter to establish and maintain their brand image as a socially responsible local food outlet. This research analyzed managerial communication efforts to promote farmers’ market products through email marketing. This analysis also revealed the positive and negative brand images that the e-newsletter communicates and how those align or fail to align with public opinion about of farmers’ markets.Design/methodology/approachThe author spent 2.5 years participating in the farmers’ market organization that comprises the focus of this study, and this included conducting multiple studies using interview, survey and ethnographic methods. The data set for the present study includes two years’ worth of marketing messages from the e-newsletter campaign, which included 31 e-newsletters. Thematic analysis (Terry et al., 2017) was used to discover the dominant messages and values present. Analysis extended to textual messages, images, timing, design and overall newsletter content.FindingsThe results show that the digital communications at the Lawrence Farmers’ Market (LFM) promoted messages of getting to know your local farmer, eating fresh and healthy food and supporting local products. Additionally, the market frequently attempted to make the market accessible by communicating operating days and times. Finally, the newsletter message analysis also revealed that the LFM brand could be characterized as lacking consistency, having poor organization, and using poor design principles.Originality/valueThis research extends the knowledge of how farmers’ market organizations engage in brand image management. While there are scores of studies on consumer preferences, we have very few that analyze the ways farmers' market organizations spread key brand ideas to consumers. Additionally, this research offers other implications for nonprofits, looking to improve their brand image with limited resources. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Using digital communications to manage the farmers’ market brand image

Download PDF
20 pages

Loading next page...
 
/lp/emerald-publishing/using-digital-communications-to-manage-the-farmers-market-brand-image-VVetsdHe5f
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1471-5201
eISSN
1471-5201
DOI
10.1108/jrme-05-2020-0051
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to explore the way one farmers’ market organization used an e-newsletter to establish and maintain their brand image as a socially responsible local food outlet. This research analyzed managerial communication efforts to promote farmers’ market products through email marketing. This analysis also revealed the positive and negative brand images that the e-newsletter communicates and how those align or fail to align with public opinion about of farmers’ markets.Design/methodology/approachThe author spent 2.5 years participating in the farmers’ market organization that comprises the focus of this study, and this included conducting multiple studies using interview, survey and ethnographic methods. The data set for the present study includes two years’ worth of marketing messages from the e-newsletter campaign, which included 31 e-newsletters. Thematic analysis (Terry et al., 2017) was used to discover the dominant messages and values present. Analysis extended to textual messages, images, timing, design and overall newsletter content.FindingsThe results show that the digital communications at the Lawrence Farmers’ Market (LFM) promoted messages of getting to know your local farmer, eating fresh and healthy food and supporting local products. Additionally, the market frequently attempted to make the market accessible by communicating operating days and times. Finally, the newsletter message analysis also revealed that the LFM brand could be characterized as lacking consistency, having poor organization, and using poor design principles.Originality/valueThis research extends the knowledge of how farmers’ market organizations engage in brand image management. While there are scores of studies on consumer preferences, we have very few that analyze the ways farmers' market organizations spread key brand ideas to consumers. Additionally, this research offers other implications for nonprofits, looking to improve their brand image with limited resources.

Journal

Journal of Research in Marketing and Entrepreneurship – Emerald Publishing

Published: Jan 6, 2023

Keywords: Brand management; Local food; Sustainability; Brand image; Digital marketing; Farmers’ markets

References

  • Interactive digital media and impact of customer attitude and technology on brand awareness: evidence from the South Asian countries
    Ahmed, R.R.; Vveinhardt, J.; Streimikiene, D.
  • Paradise or pavement: the social constructions of the environment in two urban farmers' markets and their implications for environmental justice and sustainability
    Alkon, A.
  • A comparative study of farmers' markets visitors' needs and wants: the case of Alabama
    Alonso, A.D.; O'Neill, M.A.
  • Definitions of marketing
  • Managing farmer and consumer expectations: a study of a North Carolina farmers market
    Andreatta, S.; Wickliffe, W.
  • Farmers’ markets as a business model encouraging sustainable production and consumption
    Arabska, E.
  • Why marketers should keep sending you e-mails
    Aufreiter, N.; Boudet, J.; Weng, V.
  • Farmers’ market governance and its role on consumer motives and outcomes
    Betz, M.E.; Farmer, J.R.
  • Crafting brand authenticity: the case of luxury wines
    Beverland, M.
  • Avoiding the local trap scale and food systems in planning research
    Born, B.; Purcell, M.
  • Using thematic analysis in psychology
    Braun, V.; Clarke, V.
  • Farmers' market research 1940–2000: an inventory and review
    Brown, A.
  • The importance of farmers' markets for West Virginia direct marketers
    Brown, C.; Miller, S.M.; Boone, D.A.; Boone, H.N.; Gartin, S.A.; McConnell, T.R.
  • More than email: the future of email marketing 2019
  • How trust moderates social media engagement and brand equity
    Chahal, H.; Rani, A.
  • Not all organic food is created equal: the role of product type, perceived authenticity, and construal level
    Chang, H.; Zhang, L.; Lee, J.S.
  • An evaluation of e-mail marketing and factors affecting response
    Chittenden, L.; Rettie, R.
  • Farmers' markets and the “good food” value chain: a preliminary study
    Connell, D.J.; Smithers, J.; Joseph, A.
  • Promoting farmers market via information nudges and coupons: a randomized control trial
    Didero, N.; Costanigro, M.; Jablonski, B.
  • Email marketing is your golden goose- don’t kill it
    Dooley, R.
  • Web advertising: the role of e-mail marketing
    Ellis-Chadwick, F.; Doherty, N.F.
  • Direct marketing: towards sustainable local food systems?
    Feagan, R.
  • Consumer quest for embeddedness: a case study of the brantford farmers' market
    Feagan, R.B.; Morris, D.
  • Effective entrepreneurial marketing on facebook – a longitudinal study
    Fink, M.; Koller, M.; Gartner, J.; Floh, A.; Harms, R.
  • The sustainability promise of alternative food networks: an examination through ‘alternative’ characteristics
    Forssell, S.; Lankoski, L.
  • An empirical analysis of the brand personality effect
    Freling, T.H.; Forbes, L.P.
  • Farmers' market or farmers market? Examining how market ownership influences conduct and performance
    Gantla, S.; Lev, L.
  • Vote with your fork: the performance of environmental voice at the farmers’ market
    Garner, B.; Depoe, S.; Peeples, J.
  • Communicating social support during crises at the farmers’ market: a social exchange approach to understanding customer-farmer communal relationships
    Garner, B.
  • Sustainability marketing at the farmers’ market: an ethnographic analysis of ambiguous communication
    Garner, B.
  • Regional tourism at the farmers’ market: consumers’ preferences for local food products
    Garner, B.; Ayala, C.
  • Farmers’ markets as keystones in rebuilding local and regional food systems
    Gillespie, G.; Hilchey, D.; Hinrichs, C.; Feenstra, G.; Hinrichs, C.C.; Lyson, T.A.
  • Consumers’ pursuit of material and experiential purchases: a review
    Gilovich, T.; Gallo, I.
  • Farmers’ markets: the small business counter-revolution in food production and retailing
    Guthrie, J.; Guthrie, A.; Lawson, R.
  • 5 Trends in digital brand management to watch out for in 2021
    Hall, J.
  • Marketing in context – the marketing authenticity of owner/entrepreneurs of small firms: case evidence from welsh (UK) SME food and drink producers and retailers
    Harris, J.; Deacon, J.
  • Email marketing in the era of the empowered consumer
    Hartemo, M.
  • Agricultural communicators' use of mobile devices and social media in USA
    Hawley, J.L.; Hall, K.; Chowdhury, A.
  • The practice and politics of food system localization
    Hinrichs, C.C.
  • Social learning and innovation at retail farmers' markets
    Hinrichs, C.C.; Gillespie, G.W.; Feenstra, G.W.
  • Antecedents and consequences of customer engagement on facebook: an attachment theory perspective
    Hinson, R.; Boateng, H.; Renner, A.; Kosiba, J.P.B.
  • The influence of source credibility on communication effectiveness
    Hovland, C.I.; Weiss, W.
  • The role of communication channel in delivering service recovery in online shopping environment
    Jung, N.Y.; Seock, Y.-K.
  • Conceptualizing, measuring, and managing customer-based brand equity
    Keller, K.L.
  • Social media marketing vs. Email marketing: pros and cons
    Kindness, J.
  • Effective email marketing: an empirical study of the impact of personalized communication on customer engagement and purchase decisions
    Kiselova, H.
  • An empirical examination of the effects of design elements of email newsletters on consumers’ email responses and their purchase
    Kumar, A.
  • Food and cuisine image in destination branding: toward a conceptual model
    Lai, M.Y.; Khoo-Lattimore, C.; Wang, Y.
  • Creating value through cooperation: an investigation of farmers' markets in New Zealand
    Lawson, R.; Guthrie, J.; Cameron, A.; Fischer, W.C.
  • The role of regional food festivals for destination branding
    Lee, I.; Arcodia, C.
  • Branding as innovation within agribusiness value chains
    Lewis, G.; Crispin, S.; Bonney, L.; Woods, M.; Fei, J.; Ayala, S.; Miles, M.
  • Trends in US local and regional food systems: a report to congress
    Low, S.; Adalja, A.; Beaulieu, E.; Key, N.; Martinez, S.; Melton, A.; Perez, A.; Ralston, K.; Stewart, H.; Suttles, S.; Vogel, S.; Jablonski, B.
  • Urban farmers' markets: accessibility, offerings, and produce variety, quality, and price compared to nearby stores
    Lucan, S.C.; Maroko, A.R.; Sanon, O.; Frias, R.; Schechter, C.B.
  • Farmers' markets and the local community: bridging the formal and informal economy
    Lyson, T.A.; Gillespie, G.W.; Hilchey, D.
  • Ethos and credibility: the construct and its measurement after three decades
    McCroskey, J.C.; Young, T.J.
  • Thinking locally, acting locally? Conscious consumers and farmers' markets
    McEachern, M.G.; Warnaby, G.; Carrigan, M.; Szmigin, I.
  • An ethnographic study of an urban periodic marketplace: lessons from the midville farmers' market
    McGrath, M.A.; Sherry, J.F.; Heisley, D.D.
  • Who shops at local farmers' markets? Committed loyals, experiencers and produce-orientated consumers
    McNeill, L.; Hale, O.
  • The impact of e-mail marketing on brand loyalty
    Merisavo, M.; Raulas, M.
  • Measuring website quality: theoretical framework and practical implications for the agro-food sector in the European alpine area
    Moretti, A.; Mason, M.C.; Fatta, D.D.
  • A tale of two spirits: entrepreneurial marketing at 42Below vodka and penderyn whisky
    Morrish, S.C.; Deacon, J.H.
  • US Consumer perspectives and trends in sustainability
  • Communicating brand personality: are the web sites doing the talking for food SMEs? Qualitative market research
    Opoku, R.A.; Abratt, R.; Bendixen, M.; Pitt, L.
  • Positioning food cultures: ‘alternative’food as distinctive consumer practice
    Paddock, J.
  • Strategic brand concept-image management
    Park, C.W.; Jaworski, B.J.; MacInnis, D.J.
  • Toward a sustainable email marketing infrastructure
    Pavlov, O.V.; Melville, N.; Plice, R.K.
  • Gascoyne growers market: a sustainable health promotion activity developed in partnership with the community
    Payet, J.; Gilles, M.; Howat, P.
  • Customer experience with farmers’ markets: what hashtags can reveal
    Pilař, L.; Balcarová, T.; Rojik, S.; Tichá, I.; Poláková, J.
  • The omnivore’s dilemma: a natural history of four meals
    Pollan, M.
  • In defense of food: an eater’s manifesto
    Pollan, M.
  • Small but sophisticated: entrepreneurial marketing and SME approaches to brand management
    Renton, M.; Daellenbach, U.; Davenport, S.; Richard, J.
  • Techniques to identify themes
    Ryan, G.W.; Bernard, H.R.
  • 50 Best practices for email marketers
  • The trouble with authenticity: separating ideology from practice at the farmers’ market
    Smithers, J.; Joseph, A.E.
  • Unpacking the terms of engagement with local food at the farmers' market: insights from Ontario
    Smithers, J.; Lamarche, J.; Joseph, A.E.
  • Social media use for farmers market communications in Illinois
    Tao, D.; Ruth, T.K.; Maxwell, J.; Feng, H.
  • Thematic analysis
    Terry, G.; Hayfield, N.; Clarke, V.; Braun, V.
  • Entrepreneurial marketing within the French wine industry
    Thomas, L.C.; Painbéni, S.; Barton, H.
  • Farmers' markets: consuming local rural produce
    Trobe, H.L.
  • How many people use email worldwide?
    Tschabitscher, H.
  • USDA awards $34.3 million to support communities' local foods infrastructure
  • Farmers markets and direct-to-Consumer marketing
  • Global responsibility report
  • A profile of farmers’ market consumers and the perceived advantages of produce sold at farmers’ markets
    Wolf, M.M.; Spittler, A.; Ahern, J.
  • Does e-commerce help farmers’ markets? Measuring the impact of MarketMaker
    Zapata, S.D.; Isengildina-Massa, O.; Carpio, C.E.; Lamie, R.D.
  • Dynamically managing a profitable email marketing program
    Zhang, X.; Kumar, V.; Cosguner, K.
  • Social media and consumer engagement: a review and research agenda
    Barger, V.; Peltier, J.W.; Schultz, D.E.
  • Omni-channel marketing, integrated marketing communications and consumer engagement: a research agenda
    Manser Payne, E.; Peltier, J.W.; Barger, V.A.
  • Sustainability as megatrend two schools of macromarketing thought
    Mittelstaedt, J.; Shultz, C.; Kilbourne, W.; Peterson, M.
  • The elaboration likelihood model: current status and controversies
    Petty, R.; Wegener, D.T.; Chaiken, S.; Trope, Y.
  • Cooperative advertising in a dual channel supply chain
    Yan, R.; Ghose, S.; Bhatnagar, A.