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How do customers experience terroir? An investigation of its ability to increase brand relationship quality

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  • Couder, Julien
  • Valette-Florence, Pierre

Abstract

While global branding and international production processes tend to blur the impact of country-of-origin mentions, consumer interest in more limited areas of origin, such as terroir, seems to be growing steadily. This research examines the ability of terroir perceptions to promote brand relationship quality. Two studies were conducted: a first exploratory projective qualitative (album on line method) study investigates consumer perceptions of terroir. A second study, based on a structural equation modeling approach, makes it possible to specify and test a causal model anchored in the affective and cognitive pathways of the BRQ model proposed by Nyffenegger et al. (2015).

Suggested Citation

  • Couder, Julien & Valette-Florence, Pierre, 2024. "How do customers experience terroir? An investigation of its ability to increase brand relationship quality," Journal of Business Research, Elsevier, vol. 181(C).
    • Handle: RePEc:eee:jbrese:v:181:y:2024:i:c:s0148296324002169
    DOI: 10.1016/j.jbusres.2024.114712
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