Places in names: an investigation of regional geographic brand congruency

Abstract

Purpose

The purpose of this research is to explore the effects of regional geographic brand congruency (GBC) on brand trust, brand parity, perceived value, brand honesty and purchase intentions.

Design/methodology/approach

The research uses an experimental method in two studies to test hypotheses derived from the literature.

Findings

This research conceptualizes GBC as the relationship between products/services and geographic regions that are authentic, credible and fitting. Results from the two studies support the hypothesis that brands with regional GBC have higher levels of consumer evaluation compared to brands with geographic incongruence or with no geographic reference at all.

Research limitations/implications

This research offers insight into the decision to name a brand. If one is going to associate a product with a regional geographic location, it is more effective to use a location that is fitting as it applies to that product; otherwise, it would be best to avoid a geographic association in a brand name.

Originality/value

The exploration of regional geographic brand congruency in relation to outcomes of brand trust, brand parity, perceived value, purchase intentions and honesty offers new insights into the nature and role of place images.

Citation

Sloan, D.R., Aiken, D. and Mikkelson, A.C. (2018), "Places in names: an investigation of regional geographic brand congruency", Journal of Product & Brand Management, Vol. 27 No. 7, pp. 781-792. https://doi.org/10.1108/JPBM-11-2017-1656