Impact of the link between individuals and their region on the customer-regional brand relationship

Florence Charton-Vachet and Cindy Lombart (clombart@audencia.com)
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Florence Charton-Vachet: Audencia Business School
Cindy Lombart: Audencia Business School

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Abstract: This study examines the influence of the link between individuals and their region on the development and translation of the consumer-regional brand relationship through the concepts of trust, attachment, affective commitment, attitude and behavioral intentions. Based on data collected from 311 consumers in a supermarket in France, the study finds that the relationships established between consumers who value their region and the brands of this region vary with the positioning adopted and the products offered by these brands. It also highlights that the duration of consumers' residence in the region improves the understanding of the studied relationships.

Keywords: Region; Regional brand; Regional products; Trust; Attachment; Affective commitment; Attitude; Behavioral intentions (search for similar items in EconPapers)
Date: 2018-07
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Citations: View citations in EconPapers (7)

Published in Journal of retailing and consumer services, 2018, 43, pp.170-187. ⟨10.1016/j.jretconser.2018.03.016⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01760245

DOI: 10.1016/j.jretconser.2018.03.016

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