The impact of territory of origin on product authenticity perceptions

Mohua Zhang and Dwight Merunka ()
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Mohua Zhang: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
Dwight Merunka: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: Purpose – The purpose of this paper is to demonstrate the importance of territory of origin (TOO) associations for consumers' perception of product authenticity and empirically tests the chain of effects, from TOO associations to perceived authenticity, and to consumers' self-brand connections. Design/methodology/approach – An experimental method and a partial least square approach were adopted. Hypotheses were tested on data collected across 665 Chinese consumers. Findings – Results demonstrate that TOO exerts a positive impact on perceived product authenticity, which in turn leads to stronger consumers' self-brand connections. In addition, compared with country of origin (COO) information, TOO has a unique positive impact on perceived authenticity and a direct positive effect on consumers' self-brand connections. Also, the positive impact of TOO on perceived authenticity is enhanced through consumers' familiarity with the TOO and through congruence between the product category and the TOO. Research limitations/implications – One possible outcome of TOO (perceived authenticity) and one product category (lavender soap) were considered in this study. Originality/value – Given the diminishing relevance of COO associations, this study demonstrates that TOO is an appealing alternative strategy for strengthening brand equity.

Keywords: China; Perceived authenticity; Familiarity; Congruence; Self-brand connection; Territory of origin (search for similar items in EconPapers)
Date: 2015-06-08
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Published in Asia Pacific Journal of Marketing and Logistics, 2015, 27 (3), pp.385-405. ⟨10.1108/APJML-12-2014-0180⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02076726

DOI: 10.1108/APJML-12-2014-0180

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