Perceived Value Effect of "Deglet Nour" Label on Perceived Quality and the Moderating Effect of Credibility and Nationality

Aït-Yahia Ghidouche Kamila (), Faouzi Ghidouche and Manel Benabdelbaki
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Aït-Yahia Ghidouche Kamila: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

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Abstract: This research study considers the process by which the credibility of a label moderates the strength of the relationship between the perceived value of the origin label and the perceived quality of an agri-food product in an intercultural context (developed vs. developing countries). The paper examines/investigates the "Deglet Nour" Protected Designation of Origin label using data survey results conducted on 197 consumers in two different countries (Algeria and France). Hypotheses were tested using the structural equations modelling. The results show that the credibility of the label strengthens the positive relationship between perceived value and perceived quality only for consumers residing in Algeria. Keywords: perceived value, Protected Designation of Origin label (PDO), perceived quality, credibility, nationality

Keywords: Valeur perçue; Label; Qualité perçue; Crédibilité (search for similar items in EconPapers)
Date: 2020-06
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Published in Branding and Labeling in the Digital and Artificial Intelligence Era, , 2020, Nova publishing, 978-1-53617-499-1

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04404816

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