Country-of-origin, region-of-origin or terroir branding to entice premium Price? The curious case of geographic place origin construal and psychic distance
Liudmila Tarabashkina, Daniel Schepis, Sharon Purchase
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引用次数: 0
Abstract
Despite firms' long reliance on geographic place origin branding, such as country-of-origin (COO), region-of-origin (ROO), and terroir, to sell their products in international markets, little theoretical and empirical work has been carried out to investigate which level of geographic specificity stimulates greater premium price when entering new markets. An experiment was conducted in India and Saudi Arabia manipulating place origin as a 3 factorial design (COO vs. ROO vs. terroir) using Australia as the country context, and honey as the product context. Results suggest that COO, ROO, and terroir prompt different place construal, which interacts with psychic distance to people (individual consumer difference), resulting in varying premium price. The study explains under which conditions which of the three place origins benefit companies and which ones backfire.
尽管企业长期依赖原产国（COO）、原产地（ROO）和风土（terroir）等地理原产地品牌在国际市场上销售产品，但很少有理论和实证研究来探讨在进入新市场时，哪种程度的地理特异性会刺激产品溢价更高。在印度和沙特阿拉伯进行了一项实验，以澳大利亚为国家背景，以蜂蜜为产品背景，对原产地进行了三因子设计（COO vs. ROO vs. terroir）。研究结果表明，原产地命名、原产地命名和风土条件会促使消费者产生不同的原产地理解，这种理解与人与人之间的心理距离（消费者个体差异）相互作用，从而导致不同的溢价。该研究解释了在哪些条件下，这三种地方起源对企业有利，哪些会适得其反。
期刊介绍：
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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