{"title":"客户如何体验风土?调查风土条件提高品牌关系质量的能力","authors":"Julien Couder , Pierre Valette-Florence","doi":"10.1016/j.jbusres.2024.114712","DOIUrl":null,"url":null,"abstract":"<div><p>While global branding and international production processes tend to blur the impact of country-of-origin mentions, consumer interest in more limited areas of origin, such as terroir, seems to be growing steadily. This research examines the ability of terroir perceptions to promote brand relationship quality. Two studies were conducted: a first exploratory projective qualitative (album on line method) study investigates consumer perceptions of terroir. A second study, based on a structural equation modeling approach, makes it possible to specify and test a causal model anchored in the affective and cognitive pathways of the BRQ model proposed by Nyffenegger et al. (2015).</p><p>The results highlight how terroir can increase enchantment and the affective and cognitive quality of the brand relationship. They also suggest that the mechanisms underlying this relational potential lie in psychological distance from place and the ability of terroir to promote perceived brand authenticity.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":null,"pages":null},"PeriodicalIF":10.5000,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"How do customers experience terroir? An investigation of its ability to increase brand relationship quality\",\"authors\":\"Julien Couder , Pierre Valette-Florence\",\"doi\":\"10.1016/j.jbusres.2024.114712\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>While global branding and international production processes tend to blur the impact of country-of-origin mentions, consumer interest in more limited areas of origin, such as terroir, seems to be growing steadily. This research examines the ability of terroir perceptions to promote brand relationship quality. Two studies were conducted: a first exploratory projective qualitative (album on line method) study investigates consumer perceptions of terroir. A second study, based on a structural equation modeling approach, makes it possible to specify and test a causal model anchored in the affective and cognitive pathways of the BRQ model proposed by Nyffenegger et al. (2015).</p><p>The results highlight how terroir can increase enchantment and the affective and cognitive quality of the brand relationship. They also suggest that the mechanisms underlying this relational potential lie in psychological distance from place and the ability of terroir to promote perceived brand authenticity.</p></div>\",\"PeriodicalId\":15123,\"journal\":{\"name\":\"Journal of Business Research\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":10.5000,\"publicationDate\":\"2024-05-28\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Business Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0148296324002169\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296324002169","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
How do customers experience terroir? An investigation of its ability to increase brand relationship quality
While global branding and international production processes tend to blur the impact of country-of-origin mentions, consumer interest in more limited areas of origin, such as terroir, seems to be growing steadily. This research examines the ability of terroir perceptions to promote brand relationship quality. Two studies were conducted: a first exploratory projective qualitative (album on line method) study investigates consumer perceptions of terroir. A second study, based on a structural equation modeling approach, makes it possible to specify and test a causal model anchored in the affective and cognitive pathways of the BRQ model proposed by Nyffenegger et al. (2015).
The results highlight how terroir can increase enchantment and the affective and cognitive quality of the brand relationship. They also suggest that the mechanisms underlying this relational potential lie in psychological distance from place and the ability of terroir to promote perceived brand authenticity.
期刊介绍:
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.