The impact of territory of origin on product authenticity perceptions: An empirical analysis in China
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 8 June 2015
Abstract
Purpose
The purpose of this paper is to demonstrate the importance of territory of origin (TOO) associations for consumers’ perception of product authenticity and empirically tests the chain of effects, from TOO associations to perceived authenticity, and to consumers’ self-brand connections.
Design/methodology/approach
An experimental method and a partial least square approach were adopted. Hypotheses were tested on data collected across 665 Chinese consumers.
Findings
Results demonstrate that TOO exerts a positive impact on perceived product authenticity, which in turn leads to stronger consumers’ self-brand connections. In addition, compared with country of origin (COO) information, TOO has a unique positive impact on perceived authenticity and a direct positive effect on consumers’ self-brand connections. Also, the positive impact of TOO on perceived authenticity is enhanced through consumers’ familiarity with the TOO and through congruence between the product category and the TOO.
Research limitations/implications
One possible outcome of TOO (perceived authenticity) and one product category (lavender soap) were considered in this study.
Originality/value
Given the diminishing relevance of COO associations, this study demonstrates that TOO is an appealing alternative strategy for strengthening brand equity.
Keywords
Citation
Zhang, M. and Merunka, D. (2015), "The impact of territory of origin on product authenticity perceptions: An empirical analysis in China", Asia Pacific Journal of Marketing and Logistics, Vol. 27 No. 3, pp. 385-405. https://doi.org/10.1108/APJML-12-2014-0180
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited