How Does Cultural and Colonial Heritage Affect Optimal Branding Strategies? Evidence From the Rice Sector in Senegal
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DOI: 10.1002/agr.21983
Abstract: Africa's cultural and colonial heritage has profoundly segmented rice markets. Whereas in ancient centers of rice domestication, consumers maintained preferences for local rice consistent with their cultural heritage, preferences have shifted toward imported Asian rice… read more here.
Keywords: branding strategies; rice; heritage; colonial heritage ... See more keywords