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Open Access
Article
Publication date: 14 February 2020

Petra Riefler

This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper…

12585

Abstract

Purpose

This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper joins literature on brand authenticity from the marketing literature and literature on the local food movement to investigate consumers’ response to authenticity claims in the competition of local and global food brands.

Design/methodology/approach

The paper engages in a series of three experimental studies; one of which uses a Becker–DeGroot–Marschak lottery to assess individuals’ willingness to pay for authenticity claims of (non)global brands.

Findings

Findings show that authenticity perceptions lead to higher brand value independent of brand globalness; while global brands can mitigate competitive disadvantages in localized consumer markets by actively authenticating their brand image.

Originality/value

This paper reveals the usefulness of authentic brand positioning for global beverage brands when competing with local beverage brands to overcome the liability of globalness. To sustainably benefit from the local food movement, local brands thus will require to build up brand images beyond associations of mere authenticity.

Details

Journal of Consumer Marketing, vol. 37 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Content available
Article
Publication date: 4 February 2014

174

Abstract

Details

International Marketing Review, vol. 31 no. 1
Type: Research Article
ISSN: 0265-1335

Content available
Article
Publication date: 31 October 2008

434

Abstract

Details

International Marketing Review, vol. 25 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Book part
Publication date: 23 August 2011

Abstract

Details

Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

Abstract

Details

International Marketing Review, vol. 36 no. 4
Type: Research Article
ISSN: 0265-1335

Content available
Article
Publication date: 26 October 2012

344

Abstract

Details

International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

Content available
Article
Publication date: 13 April 2015

Catherine Demangeot, Amanda J. Broderick and C. Samuel Craig

857

Abstract

Details

International Marketing Review, vol. 32 no. 2
Type: Research Article
ISSN: 0265-1335

Content available
Article
Publication date: 16 January 2019

Nicolas Papadopoulos, Mark Cleveland and Boris Bartikowski

480

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 7
Type: Research Article
ISSN: 1061-0421

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