Testing the Potential Benefits of Brands in Horticultural Products: The Case of Oranges

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Amir Heiman Department of Agricultural Economics and Management, The Hebrew University of Jerusalem, P.O. Box 12, Rehovot 76100 Israel

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Eliezer E. Goldschmidt The Robert H. Smith Institute of Plant Sciences and Genetics in Agriculture, The Hebrew University of Jerusalem, P.O. Box 12, Rehovot 76100 Israel

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Amir Heiman Department of Agricultural Economics and Management, The Hebrew University of Jerusalem, P.O. Box 12, Rehovot 76100 Israel

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Eliezer E. Goldschmidt The Robert H. Smith Institute of Plant Sciences and Genetics in Agriculture, The Hebrew University of Jerusalem, P.O. Box 12, Rehovot 76100 Israel

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