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

Author

Listed:
  • Julien Couder

    (UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes, CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes)

  • Pierre Valette-Florence

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). The results highlight how terroir can increase enchantment and the affective and cognitive quality of the brand relationship. They also suggest that the mechanisms underlying this relational potential lie in psychological distance from place and the ability of terroir to promote perceived brand authenticity.

Suggested Citation

  • Julien Couder & Pierre Valette-Florence, 2024. "How do customers experience terroir? An investigation of its ability to increase brand relationship quality," Post-Print hal-04600173, HAL.
    • Handle: RePEc:hal:journl:hal-04600173
    DOI: 10.1016/j.jbusres.2024.114712
    as

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