Products labeled as “made in domestic country”: the brand matters

Yohan Bernard, Véronique Collange, Aurore Ingarao () and Sarra Zarrouk-Karoui
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Yohan Bernard: UBFC - Université Bourgogne Franche-Comté [COMUE], CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Véronique Collange: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Aurore Ingarao: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Sarra Zarrouk-Karoui: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: Purpose The purpose of this paper is to better understand an increasingly widespread practice consisting, of a brand, in signaling the domestic origin of its products aimed at domestic consumers, that is, the "made in the domestic country" (MIDC) strategy. To this end, it is proposed to analyze the MIDC label as a cue interacting with the brand's characteristics (brand equity and country of origin of the brand). Design/methodology/approach A between-subjects experiment is conducted among 293 French consumers on four different brands of pasta. The overall design is a 2 (with/without the MIDC label) × 2 (high/low brand equity) × 2 (domestic/foreign brand) mixed design. Findings The results show that intention to buy the product increases significantly with the presence of the MIDC label, but not so willing to pay. The positive effect on buying intention is greater when: the product has rather low brand equity, consumer ethnocentrism is high and/or consumers are strongly attached to their national identity. Research limitations/implications The present research extends the literature on country-of-origin effects by taking into account the role of the brand equity of the product. However, the study focused on only one low-involvement product category (pasta) and one country (France). Practical implications This study shows that adding an MIDC label to the product is empirically justified. Originality/value While moderate or high scores on "patriotic" variables reinforce the positive impact of the MIDC label, low scores reverse the trend, that is, cause rejection.

Date: 2020-08-31
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Citations: View citations in EconPapers (2)

Published in European Journal of Marketing, 2020, 54 (12), pp.2965-2987. ⟨10.1108/EJM-04-2018-0229⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03364208

DOI: 10.1108/EJM-04-2018-0229

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