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This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region.

The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations.

After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love.

This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

Esta investigación tiene como objetivo abordar la disponibilidad de los consumidores etnocéntricos para boicotear las marcas de origen dual -en el caso particular de marcas nacionales vinculadas a un origen regional muy específico-, mediante el análisis de la paradoja del (desfavorable) etnocentrismo regional versus la relación (favorable) entre el consumidor y la marca (es decir, la identificación, la confianza y el amor a la marca) en la decisión de los consumidores de comprar o boicotear dichas marcas en esas circunstancias. Partiendo de las teorías de la identidad social y la disonancia cognitiva, este estudio examina la relación del consumidor español con las marcas nacionales originales de Cataluña, considerando las circunstancias conflictivas actuales en la región.

Los datos se recogieron mediante cuestionarios personales, distribuidos entre 277 consumidores españoles de marcas catalanas de Cava. Los datos se analizaron utilizando modelación de ecuaciones estructurales y relaciones estructurales lineales.

Después de controlar la familiaridad con la marca, nuestros resultados revelan que el etnocentrismo distorsiona negativamente la confianza de los consumidores en las marcas de origen dual y destaca el papel de la identificación y la confianza como antecedentes del amor por la marca. También revela que el etnocentrismo tiene un impacto más profundo en la decisión de boicotear que el amor por la marca.

Este estudio es uno de los pocos que captura la confusión creada por la naturaleza paradójica de la dualidad del origen de la marca. Además, contribuye a la literatura de marketing al examinar el impacto del etnocentrismo en dos variables relacionales (la identificación y la confianza) y explorar su impacto conjunto en la decisión de los consumidores de comprar o boicotear. Nuestros hallazgos pueden ser útiles para las empresas que se enfrentan al comportamiento de boicot provocado por la reacción etnocéntrica de los consumidores hacia las marcas de origen dual.

The purpose of this paper is to determine the importance that customers give to the origin attribute when selecting a financial entity compared to other features directly related to the service that these institutions provide. In addition, this study aims at analysing what level of brand origin provides a greater utility for customers in their preference structure: regional, national or foreign.

The technique of conjoint analysis is applied via a survey of 427 customers to determine customers’ preference structure when choosing a financial entity.

Of particular note among the main results is the great importance the respondents give to the origin of the entity, preferring regional over national or foreign institutions. The existence of three different segments of customers based on their preference structure is also a remarkable result.

Place-of-origin effect is not universal. Due to this fact, the results of the studies focussed on this research topic are difficult to extrapolate to other geographical areas.

The current situation in southern Europe financial sector obliges many small financial entities to undertake mergers in order to face the stability and solvency policies established by European Central Bank. In this sense, these institutions must decide whether or not to maintain their regional brand identity. The results of this study show the appropriateness of maintaining and communicating the regional origin of the entities. These findings will contribute to guiding decision making on brand management for financial entities.

To the best of the knowledge, there is a lack of research on the place-of-origin through different levels simultaneously. This paper provides a starting point for further research about this effect in the services sector.

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.

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

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.

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.

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.

The purpose of this paper is to report an application of the CETSCALE measuring consumer ethnocentrism for high‐value consumer goods in the emerging markets of the Association of Southeast Asian Nations (ASEAN). The study examines how regional markings can be thought of as variants of national markings and then goes on to establish a regio‐centric scale, thereby taking up calls for ethnocentrism studies to be conducted across multiple countries that actively trade with one another.

This research is based on an empirical investigation of consumer ethnocentrism (CE) that includes simultaneous manipulation of country‐of‐assembly and region‐based country‐of‐components. The study surveys a sample of 720 car owners equally divided between the three largest automotive markets of ASEAN: Thailand, Malaysia, and Indonesia.

Statistical analysis of this study's empirical results confirms that for the three‐country sample of 720 respondents, this newly derived regional ethnocentrism construct is as relevant as the classic country‐based construct. The research concludes that regional use of campaigns with a (potentially collaborative) Made‐in‐ASEAN theme may reach the target group of regio‐centric consumers.

The study is original in providing a new perspective on the ethnocentrism debate by adding and testing for a regional dimension reflecting realities in the marketplace for a major product category. The study is also one of the few to focus upon the ASEAN region rather than the more commonly studied regions such as Europe or North America.

While international and even national brand owners may be more concerned with tailoring their brands for local markets, local and regional brand owners are still keen to expand to national level. Examines the elements of the decision‐making process for brand owners expanding beyond their home region, and compares this process with the internationalisation of national brands. Case study research in five companies from the UK food and drink sector provides examples, and a checklist for decision making is proposed.

This study aims to frame the authenticity–standardisation relationship in international gastronomy retailing and explores how and to what extent the food place of origin and the urban context in which the gastronomy stores are located shape customers' in-store experience.

This paper analyses the case of Eataly, which combines specialty grocery stores and restaurants disseminating the Italian eating style, quality food and regional traditions internationally. Facebook reviews (1,018) of four Eataly stores – New York City, Rome, Munich and Istanbul were analysed, adopting a web content mining approach.

Place of origin, quality and hosting city categories frame the gastronomic in-store experience. Standardisation elements (shared across the four analysed stores) and authenticity elements (specific to a single store) are identified towards defining three archetypical authenticity–standardisation relationships, namely originated authenticity, standardised authenticity and localised authenticity.

This study proposes original modelling that disentangles the authenticity–standardisation paradox in international gastronomy retailing. It provides evidence of the intertwining of the place of origin and the city brand in customers' in-store experience.

A variety of published material is available from which the value, volume and direction of UK international trade can be readily determined. However, this information provides a measure of freight movements across a UK trade boundary (ports, airports) only, and allows no straightforward means of determining the magnitude and origins of international freight flows inland of such boundaries.

Important socioeconomic changes have been undergone due to the international economic crisis. In Catalonia (Spain), political changes towards independentism also occurred within the same period. The purpose of this paper is to explore the consumers’ wine preferences in Catalonia in two different scenarios. In particular, the authors have focussed the interest in those preferences regarding the regional origin of the wine.

Data were elicited from two identical discrete choice experiments performed in two times: before (2008) and during the economic crisis (2010) in Catalonia, Spain.

The results imply that the external common circumstances may have had a homogenising influence in consumer choices by decreasing the level of randomness of consumers’ selection. Consumers’ preferences for a Catalan origin were enhanced during the crisis, while price became the most important attribute.

Ideally, the participants involved in both experiments would have been the same. Unfortunately, this was not possible to maintain and it is one of the limitations of this study. The authors are also aware that other non-controlled variables may have also played a role and the conclusions that are driven should be taken carefully.

This paper contributes to the literature of the discrete choice modelling using the recently developed Generalized Multinomial Logit Model. To the knowledge this is the first application in the literature of wine preferences to measure the impact of the contextual changes (economic and political) in Catalonia (Spain).

This contribution focuses on analyzing the challenges of diversity in Africa, with a focus on the case of Cameroon. This country, generally presented as “Africa in miniature,” reflects Africa's diversity in different fields: economic, ethnic, religious, linguistic, climatic, ecological. The introductory chapter is the analysis of the diversity in the context of economic growth in Africa. It takes an illustrative testimony of a Cameroonian company executive on its vision and diversity management practices. Thereafter, the chapter highlights the different challenges of diversity management in Cameroon in connection with different analysis settings. The international and African context of diversity is presented to better identify the specifics of Cameroon in the management of diversity. The historical context helps to better understand the challenge of legitimizing heuristic research on diversity. The legal context sheds light on the challenges of institutional regulation of diversity. The cultural context highlights the centrality of the issue of ethnicity. The conclusion explores new fields of research on diversity management and identifies some emerging dimensions of Cameroon's diversity.

The aim of this study is to analyse the importance of bottle design in relation to other purchasing criteria, and also to understand which design elements are most attractive to consumers.

A survey of a sample of 437 wine drinkers was carried out in Portugal using non-probabilistic sampling. The technique used was conjoint analysis based on the SPSS conjoint module.

One of the key findings was the low importance of bottle design in shaping consumer preferences compared to other attributes (origin, price and category of wine). In terms of design elements, the label had the biggest influence on consumer choice, followed by the type of bottle, bottle seal and brand name, in that order. Differences in consumer choice were evident according to the level of knowledge of wine and frequency of consumption.

The findings of this study provide guidance for Portuguese wineries as regards the marketing and design decisions of their products and packaging.

This study sheds new light on the importance of wine bottle design on consumer preferences. Previous studies in the area have proved to be minimal and heterogeneous.