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Impact of the link between individuals and their region on the customer-regional brand relationship

Author

Listed:
  • Florence Charton-Vachet

    (Audencia Business School)

  • Cindy Lombart

    (Audencia Business School)

Abstract

This study examines the influence of the link between individuals and their region on the development and translation of the consumer-regional brand relationship through the concepts of trust, attachment, affective commitment, attitude and behavioral intentions. Based on data collected from 311 consumers in a supermarket in France, the study finds that the relationships established between consumers who value their region and the brands of this region vary with the positioning adopted and the products offered by these brands. It also highlights that the duration of consumers' residence in the region improves the understanding of the studied relationships.

Suggested Citation

  • Florence Charton-Vachet & Cindy Lombart, 2018. "Impact of the link between individuals and their region on the customer-regional brand relationship," Post-Print hal-01760245, HAL.
    • Handle: RePEc:hal:journl:hal-01760245
    DOI: 10.1016/j.jretconser.2018.03.016
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    Citations

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    Cited by:

    1. D. Louis & C. Lombart, 2024. "Impact of a corporate social responsibility message on consumers’ sustainable behaviours and purchase intentions," Post-Print hal-04386727, HAL.
    2. Dobbelstein Thomas & Mason Roger B. & Kamwendo Andrew, 2020. "Consumer Perceptions of Critical Success Factors for Small Local Consumer Brands," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 65(2), pages 65-89, August.
    3. Lichters, Marcel & Wackershauser, Verena & Han, Shixing & Vogt, Bodo, 2019. "On the applicability of the BDM mechanism in product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 1-7.
    4. Xiuqun Chen & Shun-Chi Yu & Xuemei Sun & Dan Wang, 2023. "Investigating the Influence of Brand Communication and Brand Trust on Customer Commitment: An Examination from the Perspective of Customer Perception," Advances in Decision Sciences, Asia University, Taiwan, vol. 27(2), pages 166-195, June.
    5. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    6. Didier Louis & Cindy Lombart, 2024. "Impact of a corporate social responsibility message on consumers' sustainable behaviours and purchase intentions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 579-599, January.

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