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Effet de la congruence perçue entre l'origine, la marque et le produit sur l'intention d'achat d'un produit marqué et d'origine

By Philippe Aurier and Fatiha Fort

Abstract

A fait l'objet d'une communication à la North American conference of the Association of Consumer Research, 2006/09/28-2006/10/01, à Orlando (USA)Attitude toward geographical origin is considered an influential factor of individual evaluations in the COO literature. However, a model controlling for the effects of attitude toward the product category, the brand, the geographical origin and the corresponding perceived congruity factors (product category x origin, brand x origin, product category x brand), demonstrates no effect of origin attitude on the purchase intention of a branded product of origin. In the case of congruity between brand, origin and the product category, a dominant effect of brand attitude is observed. This effect decreases in the case of incongruity, and perceived congruity factors are then included in the evaluation, alongside brand attitude. Our empirical application is replicated over two food product categories

Topics: FOOD PRODUCT, BRAND, GEOGRAPHICAL ORIGIN, PERCEIVED CONGRUITY, [SHS]Humanities and Social Sciences
Publisher: The Association for Consumer Research
Year: 2007
OAI identifier: oai:HAL:hal-02656677v1
Provided by: HAL-CIRAD
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