Place branding-exploring knowledge and positioning choices across national boundaries

Tommaso Pucci · Elena Casprini · Samuel Rabino · Lorenzo Zanni

26 citations0/0 files storedBritish Food Journal

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Wine Industry and Tourism Culinary Culture and Tourism Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose The purpose of this paper is to examine the effects of the product-specific region-of-origin (ROO) and product-specific country-of-origin (COO) on the willingness to pay a premium price for a wine label designated as a superbrand by the Italian Government: the Chianti Classico. Design/methodology/approach The paper introduces the concept of “ROO-COO distance”, defined as the importance attributed to a product-specific ROO as compared to its COO. In order to better understand whether the construct “ROO-COO distance” influences the willingness to pay a premium price, the paper considers consumers’ cross-national differences and their knowledge, distinguishing among three types of knowledge: consumers’ subjective general product knowledge, consumers’ subjective country product knowledge and consumers’ regional product experience (PE). Four hypotheses were tested focussing on Chianti Classico – a premium wine – as related to its ROO and COO (Tuscany, Italy). The authors employed a sample of 4,254 consumers originating from New World countries (Australia, USA and Canada) and Old World countries (Germany, UK, Sweden and Belgium). Findings The findings confirm that a place-of-origin influence on price-related product evaluations is country specific. Furthermore, the moderating role of consumers’ subjective product knowledge and consumers’ region-related PEs differ across countries. The ROO-COO distance was found to positively affect only Old World consumers. It was established that respondents’ subjective country/product knowledge and consumers’ regional knowledge or PEs positively moderate this relationship. Originality/value The paper links the COO and ROO effects in a single framework and analyses it at the cross-national level, while also considering the moderating effect of consumer’s knowledge.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1987External Search Effort: An Investigation Across Several Product Categories 1988The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 1995A Meta-Analysis of Country-of-Origin Effects 2004Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach 1994Consumer Knowledge Assessment

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2020Analysis of the wine consumer’s behavior: an inferential statistics approach 2021Analysis of Product-Country Image from Consumer’s Perspective: The Impact of Subjective Knowledge, Perceived Risk and Media Influence 2024Country‐of‐origin , region‐of‐origin or terroir branding to entice premium Price? The curious case of geographic place origin construal and psychic distance 2019The Semiofoodscape of Wine: The Changing Global Landscape of Wine Culture and the Language of Making, Selling, and Drinking Wine

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