REVERSE RELATIONSHIP OF ORIGIN IMAGE AND THE PERCEIVED VALUE OF TERROIR PRODUCTS
DOI:
https://doi.org/10.18623/rvd.v23.n1.3919Abstract
Based on cognitive consistency theory, this study investigates the reverse effect between product evaluation and origin image in the context of terroir food products. Data were collected in Switzerland from a sample of 161 swiss consumer and PLS-SEM approach using SmartPLS4 was performed to test the research model. Findings reveal that perceived value exerts a positive influence on the cognitive image of the te
Based on cognitive consistency theory, this study investigates the reverse effect between product evaluation and origin image in the context of terroir food products. Data were collected in Switzerland from a sample of 161 swiss consumer and PLS-SEM approach using SmartPLS4 was performed to test the research model. Findings reveal that perceived value exerts a positive influence on the cognitive image of the terroir of origin. Results also confirm a positive effect of perceived value on satisfaction as well as a direct link between satisfaction and cognitive origin image. From a managerial perspective, the study underscores the need for marketers and regional authorities to reinforce quality cues to build strong place identities through food products. Ultimately, the results provide strategic place-branding implications by demonstrating how valuable local food can shape and elevate the reputation of places in both domestic and international markets.
rroir of origin. Results also confirm a positive effect of perceived value on satisfaction as well as a direct link between satisfaction and cognitive origin image. From a managerial perspective, the study underscores the need for marketers and regional authorities to reinforce quality cues to build strong place identities through food products. Ultimately, the results provide strategic place-branding implications by demonstrating how valuable local food can shape and elevate the reputation of places in both domestic and international markets.
References
Awa, H. O., & Nwuche, C. A. (2010). Cognitive consistency in purchase behaviour: Theoretical & empirical analyses. International Journal of Psychological Studies, 2(1), 44.
Barrionuevo, C. A., Bernat, E. E., & Velarde, I. J. (2019). We recovered food heritage, and then? Value enhancement and promotion of local agri-food products in Argentina and Spain. British Food Journal, 121(12), 3168-3180.
Berg, P. O., & Sevón, G. (2014). Food-branding places–A sensory perspective. Place Branding and Public Diplomacy, 10(4), 289-304.
Castello, E. (2021). The will for terroir: A communicative approach. Journal of Rural Studies, 86, 386-397.
Charters, S., Spielmann, N., & Babin, B. J. (2017). The nature and value of terroir products. European Journal of Marketing, 51(4), 748-771.
Day, G. (1973). Theories of Attitude Structure and Change. In Ward, S. & Robertson, T. (eds.) Consumer Behaviour: Theoretical Sources. Prentice-Hall, Inc; Englewood Cliffs, New Jersey
Delfosse, C. (2012). La France et ses terroirs. Un siècle de débats sur les produits et leurs liens à l'espace. Pour, 215216(3), 63-74.
Ertus, P., & Bonescu, M. (2024, September). La place des produits alimentaires du terroir dans la haute gastronomie: une «cuisine vivante» territoriale des chefs étoilés. In Journée Marketing Agro-Alimentaire de Montpellier (colloque AFM).
Escandon-Barbosa, D., & Rialp-Criado, J. (2019). The bidirectional relationship between country image and product evaluation: the mediating role of brand image and the moderating role of consumer nationality. Journal of International Consumer Marketing, 31(1), 2-21.
Fan, M., & Weiming, C. H. E. E. (2023). A study of regional image of agricultural product impact on purchase intention. Journal of Social Science Studies, 10(1), 248-248.
Festinger, L. (1957). A theory of cognitive dissonance. Evanston, IL: Row Peterson.
Frochot, I. (2003). An analysis of regional positioning and its associated food images in French tourism regional brochures. Journal of travel & tourism marketing, 14(3-4), 77-96.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Fort, F., & Couderc, J. P. (2001). Le terroir: un avantage concurrentiel à l'exportation? Le cas des entreprises agro-alimentaires du Languedoc-Roussillon. Économie rurale, 46-59.
Gawronski, B., & Brannon, S. M. (2019). What is cognitive consistency, and why does it matter?.
Gawronski, B., & Strack, F. (2004). On the propositional nature of cognitive consistency: Dissonance changes explicit, but not implicit attitudes. Journal of experimental social psychology, 40(4), 535-542.
Gyimóthy, S. (2017, December). The Reinvention of Nordic Terroir and the Making of Gastrotourism Places. In Branding Nordic Aesthetics.
Hair, J. F., Astrachan, C. B., Moisescu, O. I., Radomir, L., Sarstedt, M., Vaithilingam, S., & Ringle, C. M. (2021). Executing and interpreting applications of PLS-SEM: Updates for family business researchers. Journal of Family Business Strategy, 12(3), 100392.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Hamzaoui, L., & Merunka, D. (2006). The impact of country of design and country of manufacture on consumer perceptions of bi‐national products' quality: an empirical model based on the concept of fit. Journal of consumer marketing, 23(3), 145-155.
Häubl, G. (1996). A cross‐national investigation of the effects of country of origin and brand name on the evaluation of a new car. International Marketing Review, 13(5), 76-97.
Holbrook, M. B. (1999). Consumer value. A framework for analysis and research, 5-14.
Kim, N., Chun, E., & Ko, E. (2017). Country of origin effects on brand image, brand evaluation, and purchase intention: A closer look at Seoul, New York, and Paris fashion collection. International Marketing Review, 34(2), 254–271.
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of retailing and consumer services, 43, 304-310.
Lee, R., & Lockshin, L. (2012). Reverse country-of-origin effects of product perceptions on destination image. Journal of Travel Research, 51(4), 502-511.
Lee, R., Lockshin, L., & Greenacre, L. (2016). A memory-theory perspective of country-image formation. Journal of International Marketing, 24(2), 62-79.
Lin, Y. C., Pearson, T. E., & Cai, L. A. (2011). Food as a form of destination identity: A tourism destination brand perspective. Tourism and hospitality research, 11(1), 30-48.
Lucarelli, A. and Berg, P.O. (2011) City branding: A stateof-the-art review of the research domain. Journal of Place Management and Development 4(1): 9–27.
Luykx, D. M., & Van Ruth, S. M. (2008). An overview of analytical methods for determining the geographical origin of food products. Food chemistry, 107(2), 897-911.
Magnusson, P., Krishnan, V., Westjohn, S. A., & Zdravkovic, S. (2014). The spillover effects of prototype brand transgressions on country image and related brands. Journal of International Marketing, 22(1), 21-38.
Merle, A., & Piotrowski, M. (2012). Consommer des produits alimentaires locaux. Décisions marketing, 67(3), 37-48.
Papadopoulos, N., Cleveland, M., Bartikowski, B., & Yaprak, A. (2018). Of countries, places and product/brand place associations: An inventory of dispositions and issues relating to place image and its effects. Journal of Product & Brand Management, 27(7), 735–753
Papista, E., Chrysochou, P., Krystallis, A., & Dimitriadis, S. (2018). Types of value and cost in consumer–green brands relationship and loyalty behaviour. Journal of Consumer Behaviour, 17(1), e101-e113.
Prince, M. (2020). Domestic product involvement and consumer willingness to buy domestic products: Empirical testing of a cognitive consistency theory framework. Journal of International Consumer Marketing, 32(5), 453-461.
Riviezzo, A., Garofano, A., Granata, J., & Kakavand, S. (2017). Using terroir to exploit local identity and cultural heritage in marketing strategies: An exploratory study among Italian and French wine producers. Place Branding and Public Diplomacy, 13(2), 136-149.
Samiee, S., Shimp, T. A., & Sharma, S. (2005). Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations. Journal of international Business studies, 36(4), 379-397.
Schaller, K. (2017). Terroir-Myth and/or Reality-Outstanding Marketing Idea? A Review. Notulae Botanicae Horti Agrobotanici Cluj-Napoca, 45(2), 332-342.
Slack, N., Singh, G., & Sharma, S. (2020). Impact of perceived value on the satisfaction of supermarket customers: developing country perspective. International Journal of Retail & Distribution Management, 48(11), 1235-1254.
Spielmann, N., & Charters, S. (2013). The dimensions of authenticity in terroir products. International Journal of Wine Business Research, 25(4), 310-324.
Tarabashkina, L., Schepis, D., & Purchase, S. (2024). Country‐of‐origin, region‐of‐origin or terroir branding to entice premium Price? The curious case of geographic place origin construal and psychic distance. Journal of Consumer Behaviour, 23(4), 2093-2109.
Thiesse, A. M. (1991). Écrire la France: le mouvement littéraire régionaliste de langue française entre la Belle-Époque et la Libération. FeniXX.
Thøgersen, J., Pedersen, S., Paternoga, M., Schwendel, E., & Aschemann-Witzel, J. (2017). How important is country-of-origin for organic food consumers? A review of the literature and suggestions for future research. British Food Journal, 119(3), 542-557.
Van Ittersum, K., Candel, M. J., & Meulenberg, M. T. (2003). The influence of the image of a product's region of origin on product evaluation. Journal of Business research, 56(3), 215-226.
Vijaranakorn, K., & Shannon, R. (2017). The influence of country image on luxury value perception and purchase intention. Journal of Asia Business Studies, 11(1), 88-110.
Xu, H., Leung, A., & Yan, R. N. (2013). It is nice to be important, but it is more important to be nice: Country‐of‐origin's perceived warmth in product failures. Journal of Consumer Behaviour, 12(4), 285-292.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zhou, Y., & Gao, L. (2024). The influence of perceived country of origin image on Chinese consumers’ purchase intention of imported wine. International Journal of Contemporary Hospitality Management, 36(8), 2870-2886.
Zindy, P., Halawany-Darson, R., & Hauwuy, A. (2017). Perception et attitude des consommateurs vis-à-vis des produits de terroir: implications pour les fromages. INRAE Productions Animales, 30(3), 229-240.
Downloads
Published
How to Cite
Issue
Section
License
I (we) submit this article which is original and unpublished, of my (our) own authorship, to the evaluation of the Veredas do Direito Journal, and agree that the related copyrights will become exclusive property of the Journal, being prohibited any partial or total copy in any other part or other printed or online communication vehicle dissociated from the Veredas do Direito Journal, without the necessary and prior authorization that should be requested in writing to Editor in Chief. I (we) also declare that there is no conflict of interest between the articles theme, the author (s) and enterprises, institutions or individuals.
I (we) recognize that the Veredas do Direito Journal is licensed under a CREATIVE COMMONS LICENSE.
Licença Creative Commons Attribution 3.0
