Local versus global food consumption: the role of brand authenticity

2020 ◽  
Vol 37 (3) ◽  
pp. 317-327
Author(s):  
Petra Riefler
Keyword(s):  
Local Food ◽  
Experimental Studies ◽  
Local Food Movement ◽  
Content Type ◽  
Global Brands ◽  
Brand Authenticity ◽  
Consumer Markets ◽  
Food Movement ◽  
Global Food

Purpose This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper joins literature on brand authenticity from the marketing literature and literature on the local food movement to investigate consumers’ response to authenticity claims in the competition of local and global food brands. Design/methodology/approach The paper engages in a series of three experimental studies; one of which uses a Becker–DeGroot–Marschak lottery to assess individuals’ willingness to pay for authenticity claims of (non)global brands. Findings Findings show that authenticity perceptions lead to higher brand value independent of brand globalness; while global brands can mitigate competitive disadvantages in localized consumer markets by actively authenticating their brand image. Originality/value This paper reveals the usefulness of authentic brand positioning for global beverage brands when competing with local beverage brands to overcome the liability of globalness. To sustainably benefit from the local food movement, local brands thus will require to build up brand images beyond associations of mere authenticity.

scholarly journals Go local or go global: how local brands promote buying impulsivity

2019 ◽  
Vol 37 (1) ◽  
pp. 1-28 ◽  
Author(s):  
Eline L.E. De Vries ◽  
Bob M. Fennis
Keyword(s):  
Local Food ◽  
Psychological Distance ◽  
Construal Level ◽  
Brand Positioning ◽  
Content Type ◽  
Global Brands ◽  
Mediating Role ◽  
Global Brand ◽  
Positioning Strategy

Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

Role of brand experience in predicting consumer loyalty

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asif Ali Safeer ◽  
He Yuanqiong ◽  
Muhammad Abrar ◽  
Rizwan Shabbir ◽  
Hafiz Muhammad Wasif Rasheed
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Brand Experience ◽  
Consumer Loyalty ◽  
Content Type ◽  
Global Brands ◽  
Brand Authenticity ◽  
New Research

PurposeThis study investigated the role of brand experience dimensions (behavioral, intellectual, sensory and affective) to predict consumer loyalty (repurchase intention (RPI), word of mouth (WOM) and willingness to pay more (WPM)) through the mediating role of perceived brand authenticity (PBA) in the global branding context.Design/methodology/approachA total of 422 consumers participated in this study and provided feedback on top authentic global brands after completing a self-administered online survey. Partial least squares structural equation modeling (PLS-SEM) was used to conduct the data analysis.FindingsThis study discovered that brand experience dimensions positively influenced PBA (predominantly sensory and intellectual experiences), which significantly predicted consumer loyalty (RPI, WOM and WPM).Research limitations/implicationsThis research uncovered some limitations that can be used to investigate new research possibilities. From a theoretical standpoint, this study offers new insights into brand experience dimensions (BEDs), PBA and consumer loyalty in order to develop consumer-brand relationships.Practical implicationsThis study offered several managerial recommendations. By considering brand authenticity as a positioning tool, global managers can effectively develop and implement various experiential marketing strategies to develop long-term relationships with consumers to attain their loyalty.Originality/valueThis is a new study that uses Fournier's relationship theory to investigate BEDs on PBA to predict consumer loyalty in the context of authentic global brands.

The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Felix Septianto ◽  
Rokhima Rostiani ◽  
Widya Paramita
Keyword(s):  
New Products ◽  
Interactive Effect ◽  
Experimental Studies ◽  
New Product ◽  
Underlying Mechanism ◽  
Content Type ◽  
Narrative Study ◽  
Managerial Implications ◽  
Purchase Likelihood

PurposeWhile new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard.Design/methodology/approachThis research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new product featuring an insight-based (vs effort-based) narrative. Study 2 extends the findings of Study 1 using different stimuli and establishes the underlying mechanism.FindingsResults show that when a cuteness appeal is present, an insight-based (vs effort-based) narrative will lead to a higher purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect.Originality/valueThe findings of this research contribute to the literature on lay belief of creativity, cuteness, and product narrative, as well as managerial implications on how to promote new products.

scholarly journals The rise of the local food movement and its impact on rural economies: With examples from the Region of Durham

2019 ◽  
Vol 18 ◽  
pp. 98
Author(s):  
Stacey Jibb
Keyword(s):  
Government Policy ◽  
Food System ◽  
Local Food ◽  
Local Economy ◽  
Personal Relationships ◽  
Local Food Movement ◽  
Local Food System ◽  
Rural Economies ◽  
Food Economy ◽  
Food Movement

<p>Rural economies across North America continue to see the positive impacts of the rise of the local food movement and the evolution of the local food system. Local food is a fluid definition impacted by several factors. Government policy, geography and the personal relationships that develop between producer and consumer all play a part in shaping what is local. This has altered how consumers interact with the local food economy and has given rise to direct-farm marketing and agri-tourism as ways to participate in the local food system. Using examples from northern Durham Region, this paper examines how rural economies are impacted by the growing demand for access to local food and how that translates into direct impacts for the local economy. </p><p><strong>Keywords: </strong>local food, local food movement, rural economies, direct-farm marketing, food economy</p>

scholarly journals Using spotlight effect to curb counterfeit consumption – an experimental investigation

2015 ◽  
Vol 33 (4) ◽  
pp. 556-574 ◽  
Author(s):  
Lingjing Zhan ◽  
Piyush Sharma ◽  
Ricky Y. K. Chan
Keyword(s):  
Undergraduate Students ◽  
Experimental Studies ◽  
Social Consequences ◽  
Probability Estimate ◽  
Content Type ◽  
Outcome Severity ◽  
Target User ◽  
Egocentric Bias ◽  
Spotlight Effect

Purpose – The purpose of this paper is to investigate how counterfeit users estimate the probability of being detected and how this probability affects their counterfeit consumption behaviour. Specifically, it addresses three questions: do perceived social consequences influence counterfeit users’ probability estimate of being detected? What is the psychological mechanism underlying the estimation of this probability? And how does this probability estimate affect counterfeit purchase and usage intentions? Design/methodology/approach – The authors used three scenario-based experimental studies with university students in Hong Kong, a place where counterfeit products are widely available. First study used a factitious brand of jeans as the stimulus and the other two studies used a Ralph Lauren polo shirt. In each study, the authors measured participants’ responses towards counterfeit purchase and the probability of being detected after they read the relevant brand information and had a close-up view of the attributes in the genuine and counterfeit versions. Findings – The authors found that counterfeit users are susceptible to a pessimism bias such that they estimate a higher probability of being detected when they judge the outcome of being detected as more severe and this bias is driven by the spotlight effect in that counterfeit users judging the outcome as more severe tend to perceive that others pay more attention to their counterfeit usage. Moreover, this pessimism bias is mitigated when the target user is another person instead of oneself, thus suggesting the egocentric nature of the bias. Research limitations/implications – The authors used undergraduate students and scenario-based experimental approach in all the studies that may limit the generalisability of the findings. Practical implications – The results suggest that brand managers should emphasise the importance of negative social consequences and highlight the role of outcome severity and egocentric bias in their advertising and communication programmes in order to curb counterfeit consumption. Originality/value – The research contributes to the growing literature on counterfeit consumption by studying the process underlying estimation of the probability of being detected by others, an important but often neglected factor that influences counterfeit purchase decision. The authors also highlight the role of outcome severity and egocentric bias in this process.

scholarly journals A case-based generalizable theory of consumer collecting

2018 ◽  
Vol 52 (5/6) ◽  
pp. 946-972 ◽  
Author(s):  
Charalampos Saridakis ◽  
Sofia Angelidou
Keyword(s):  
Qualitative Comparative Analysis ◽  
Comparative Approach ◽  
Social Motives ◽  
Content Type ◽  
Global Brands ◽  
Consumption Behaviour ◽  
Empirical Typology ◽  
Social Motive ◽  
Research Propositions

Purpose Collecting behaviour is a special type of consumption, which consists of several traits, such as “completion”, “perfection”, “caring” and “cooperation”. The purpose of this study is to shed light on this complex consumption behaviour, by effectively developing an empirical typology of collectors and explaining their motivation to engage in collecting. Design/methodology/approach In total, 208 questionnaires were collected among Thai collectors. A set-theoretic comparative approach was implemented – namely, fuzzy-set qualitative comparative analysis. The value of the proposed approach over conventional correlational methods, is illustrated through an examination of a set of relevant research propositions. Findings The study develops an empirical typology of collectors, on the basis of the various collecting behaviour traits. It has been suggested that different combinations of motives are sufficient for identifying collector types accurately, and the proposed typology is stable and generalizable across collectors of different demographic characteristics. Specifically, “expert professionals” are mainly driven by adventure and social motives, while the role of idea motive is crucial for “introvert focusers”. Adventure and social motives are necessary conditions for “extrovert altruists”, while gratification has a deleterious role. The presence of social motive is necessary for “hobbyists”, while the absence of value motive is also required. Practical implications The brand collectible market is booming, and the collectibles can be a strategy for brands to maintain existing users and reinforce loyalty levels. Global brands, such as Swatch and Coca-Cola, have been acquired for collection rather than typical consumption purposes. Marketers and brand managers should therefore monitor the motivation behind this complex consumption behaviour. The mosaic of motives to engage in collecting behaviour varies across different types of collectors, and therefore specifically tailored strategies are proposed. Originality/value The study tackles the lack of literature specifically focussing on collecting behaviour in relation to motivation. This is the first attempt to empirically derive a collectors’ typology and provide a nuanced coverage of how financial and nonfinancial (hedonic) motives and their combinations affect different collector types.

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