EXPRESS: When “Global” Becomes a Challenge: The Role of Freshness in Food Brand Preference Formation

Abstract

This research provides evidence that globally positioned food brands face an inherent trade-off – the advantages of wide global availability and global sourcing can be outweighed by unfavorable perceptions related to freshness. Through five experiments, with participants from developed and emerging markets, the authors demonstrate that global (vs. local) brand positioning cues dampen product purchase intentions; this happens because globally (vs. locally) positioned brands evoke lower freshness perceptions. This effect is particularly pronounced for minimally or moderately (vs. highly) processed product categories, for which freshness considerations are more important. In addition, the negative effects of globally positioned brands can be reduced with secondary freshness cues, such as freshness seals or guarantees, and that such a strategy is particularly effective for individuals high in perceived vulnerability to disease.