PRESTIGE AND NATIONAL IDENTITY AS PREDICTORS OF FOOD PRODUCTS PURCHASE
DOI:
https://doi.org/10.5937/ekoPolj1802643SKeywords:
prestige, national identity, country of origin, product evaluation, domestic brandAbstract
In modern living conditions, consumers have access to a greater offer of food products than ever before. In addition to local food products, the growth of foreign food products is noticeable, which signifcantly intensifes competition in this sector. The paper analyzes whether and how national identity and prestige affect the assessment of local food products and whether this assessment affects readiness to buy them. The research objective is to show whether national identity influences the purchase of local food products among consumers in Serbia, and whether prestige is important for the purchase process, as is the case with other product categories. The main research results indicate that the prestige factor has an impact on the assessment of both local and foreign food products, while the national identity factor has an impact only on local food product assessment. Also, research results indicate that food product assessment has an impact on the purchase of both local and foreign food products.
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References
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2. Almli, V. L., Verbeke, W., Vanhonacker, F., Naes, T., & Hersleth, M. (2011). General image and attribute perceptions of traditional food in six European countries. Food Quality and Preference, 22 (1), 129–138.
3. Bachl, T. (2011). Consumers Choice 11, GfK Panel Services Deutschland und Bundesvereinigung der Deutschen Ernährungsindustrie e.V., BVE, anuga.
4. Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206. http://dx.doi.org/10.1177/0092070399272005
5. Balabanis, G., & Diamantopoulos, A. (2004). Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Journal of the Academy of Marketing Science, 32 (1), 80-95.
6. Balestrieri, G., & Brunori, G. (2003), Consumers attitude towards some regional food products in Tuscany, paper presented at the RSA Conference "Reinventing Regions in the Global Economy" Pisa 12-15 April.
7. Batra, R., Ramaswamy, V., Alden, D.L., Steenkamp, J-B EM., & Ramachander, S. (2000). Effects of brand local/nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, (9), 83-95.
8. Blank, T. & Schmidt, P. (2003), "National Identity in a United Germany: Nationalism or Patriotism? An Empirical Test with Representative Data," Political Psychology, 24 (2), 289-312.
9. Bosbach M,, Ornella Wanda Maietta O. & W., & Marquardt H. ( 2015), Domestic Food Purchase Bias: A Cross-Country Case Study of Germany, Italy and Serbia, CSEF - Centre for Studies in Economics and Finance DEPARTMENT OF ECONOMICS – UNIVERSITY OF NAPLES, 80126 NAPLES – ITALY
10. Chen, C. Y., Mathur, P., & Maheswaran, D. (2014). The effects of countryrelated affect on product evaluations. Journal of Consumer Research, 41(4), 1033-1046.
11. Cleveland, M., Rojas-Mendez, J. I., Laroche, M., & Papadopoulos, N. (2016). Identity, culture, dispositions and behavior: A cross-national examination of globalization and culture change. Journal Of Business Research, (3), 1090. doi:10.1016/j.jbusres.2015.08.025
12. Costa, C., Carneiro, J., & Goldszmidt, R. (2016). A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes. International Business Review, 25 1066-1075. doi:10.1016/j.ibusrev.2016.01.003
13. Coulter, R. A., Price, L. L., & Feick, L. (2003). Rethinking the origins of product involvement, involvement with branded products, and brand commitment: Women and cosmetics in postsocialist Central Europe. Journal of Consumer Research, 30, 151-169.
14. Diamantopoulos, A., Schlegelmilch, B., & Palihawadana, D. (2011). The relationship between country-of-origin image and brand image as drivers of purchase intentions: A test of alternative perspectives. International Marketing Review, 28, 508-524.
15. Ellison B.D., Lusk J.L., & Briggeman, B.C. (2010). Taxpayer beliefs about farm income and preferences for farm policy, Applied Economic Perspectives and Policy, 32 (2), 338- 354.
16. Ergin E. A., & Akbay H. O. (2010). Consumers Purchase Intentions for Foreign Products: An Empirical Research Study in Istanbul, Turkey. 2010 EABR & ETLC Conference Proceedings Dublin, Ireland, 510-517.
17. Eriksson, C. (2011). Home bias in preferences and the political economics of agricultural protection, Review of Agricultural and Environmental Studies, 92, 5-23
18. Eze, U. C., Yee, K. P., & Wamala, F. (2012). Analyzing the intention to purchase proton automobiles: Preliminary fndings. Contemporary Management Research, 8, 267-274.
19. Field, A. (2000). Discovering statistics using SPSS for Windows. Sage Publication: Thousand Oaks.
20. Friedman, J. (1990). Being in the world: globalization and localization. Theory, Culture and Society, (7), 311-328.
21. Ger, G. (1999). Localizing in the Global Village: Local Firms Competing in Global Markets. California Management Review, 41 (4), 64–83.
22. Gomez, P., & Torelli, C.J (2015). Its not just numbers: Cultural identities influence how nutrition information influences the valuation of foods, Journal of Consumer Psychology, 23, 3, 404-415.
23. Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29 (June), 70–90.
24. Holt, D. B., Quelch, J.A., & Taylor, E.L. (2004). How Global Brands Compete. Harvard Business Review, 82 (September), 68–75.
25. Hong, S-T., &. Wyer, R. S. Jr. (1989). Effects of Country-of-Origin and ProductAttribute Information on Product Evaluation: An Information Processing Perspective. Journal of Consumer Research, 16 (2), 175–187.
26. Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32, 251-270.
27. Josiassen, A. (2011). Consumer Disidentifcation and Its Effects on Domestic Product Purchases: An Empirical Investigation in the Netherlands. Journal of Marketing, 75 (March), 124-140.
28. Josiassen, A., & Assaf, A. (2010). Country-of-origin contingencies: Their joint influence on consumer behaviour. Asia Pacifc Journal of Marketing and Logistics, 22, 294-313.
29. Josiassen, A., & Harzing, A.-W. (2008). Descending from the ivory tower: Reflections on the relevance and future of country of-origin research. European Management Review, 5(4), 264-270.
30. Kapferer, J-N. (1997). Strategic Brand Management, 2nd edn, Kogan Page: Dover, NH.
31. Kaynak, E., & Kara, A. (2002). Consumer perceptions of foreign products: an analysis of product-country images and ethnocentrism. European Journal of Marketing, 36(7/8), 928-949.
32. Klein, J. G. (2002). Us versus Them, or Us versus Everyone? Delineating Consumer Aversion to Foreign Goods. Journal of International Business Studies, 33 (2), 345-363.
33. Klein, Jill G., Richard Ettenson, and Marlene D. Morris (1998), "The Animosity Model of Foreign Product Purchase: An Empirical Test in the Peoples Republic of China," Journal o f Marketing, 62 (January), 89-100.
34. Knight, J. G., Holdsworth, D. K., & Mather, D. W. (2007). Country-of-origin and choice of food imports: An in-depth study of European distribution channel gatekeepers. Journal of International Business Studies, 38(1), 107–125.
35. Koschate-Fischer, N., Diamantopoulos, A., & Oldenkotte, K. (2012). Are Consumers Really Willing to Pay More for a Favorable Country Image?? A Study of Country-of-Origin Effects on Willingness to Pay. Journal Of International Marketing, 20(1), 19-41. doi:10.1509/jim.10.0140
36. Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacifc Journal of Marketing and Logistics, 20, 139-155.
37. Laroche, M., Papadopoulos, N., Heslop, L., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96–115.
38. Lusk, J.L., Brown J., Mark, T., Proseku, I., Thompson, R., & Welsh, J. (2006). onsumer behavior, public policy, and country-of-origin labeling. Review of Agricultura Economics, 28(2), 284-292.
39. Magnusson, P., Westjohn, S., & Zdravkovic, S. (2011). What? I thought Samsung was Japanese: accurate or not, perceived country of origin matters. International Marketing Review, 28(5), 454–472.
40. Manrai, L., Lascu, D.-N., & Manrai, A. (1998). Interactive effects of country of origin and product category on product evaluations. International Business Review, 7, 591–615.
41. Marcoux, J. S., Filialtrault, P. and Che´ron, E. (1997) The Attitudes Underlying Preferences of Young Urban Educated Polish Consumers Towards Products Made in Western Countries. Journal of International Consumer Marketing, 9, 4, 5-29.
42. Monga, A. B. & John, D. R. (2010). What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation. Journal of Marketing, 74(3), 80-92. http://dx.doi.org/10.1509/jmkg.74.3.80
43. Moritz Bosbach, Ornella Maietta and Hannah Marquardt, July 2015, Domestic Food Purchase Bias: A Cross-Country Case Study of Germany, Italy and Serbia, CSEF - Centre for Studies in Economics and Finance DEPARTMENT OF ECONOMICS – UNIVERSITY OF NAPLES, 80126 NAPLES – ITALY
44. Nakata, C., & Sivakumar, K. (2001).Instituting the Marketing Concept in a Multinational Setting: The Role of National Culture. Journal Of The Academy Of Marketing Science, 29(3), 255-275.
45. Netemeyer, R. G., Durvasula, S., & Lichtenstein, D. R. (1991). A CrossNational Assessment of the Reliability and Validity of the CETSCALE. Journal Of Marketing Research (JMR), 28(3), 320-327.
46. Nunnally, J.C. (1978), Introduction to Psychological Measurement, McGrawHill, New York, NY.
47. Ortega, D. L., Wang, H. H., & Olynk Widmar, N. J. (2014). Effects of Media headlines on Consumer Preferences for Food Safety, Quality and Environmental Attributes. Australian Journal of Agricultural and Resource Economics, 58, 1–13.
48. Özsomer, A. (2012). The Interplay Between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness. Journal of International Marketing, 20 (1), 71–94.
49. Parasecoli, F. (2005). Culinary cultures of Europe: Identity, diversity and dialogue. Strasbourg.
50. Parrot, N. (2002). Spatializing Quality: Regional Protection and the Alternative Geography of Food, European Urban and Regional Studies, 9 (3), 241-261.
51. Peterson, R.A., & Jolibert, A.J.P. (1995). A meta-analysis of country-of-origin effects. Journal of International Business Studies, 26(4), 883-900.
52. Petrini, C. (2011). Terra Madre – Come non farci mangiare dal cibo. Giunti Edizioni. Slow Food Editore.
53. Pharr, J.M. (2005). Synthesizing country-of-origin research from the last decade: is the concept still salient in an era of global brands?. Journal of Marketing Theory and Practice, 13(4), 34-45.
54. Sáenz-Navajas M., Ballester J., Peyron D., & Valentin, D. (2014). Extrinsic attributes responsible for red wine quality perception: A cross-cultural study between France and Spain, Food Quality and Preference, 5, 70–85.
55. Shah, S. S. H., Aziz, J., Raza, J. A., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4, 105-110.
56. Shankarmahesh, M. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146-172. doi: 10.1108/02651330610660065
57. Sharma, P. (2011). Country of Origin Effects in Developed and Emerging Markets: Exploring the Contrasting Roles of Materialism and Value Consciousness. Journal of International Business Studies, 42 (2), 285-306.
58. Steenkamp, J. B., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. J. Int. Bus.Stud., 34, 53-65. http://dx.doi.org/10.1057/palgrave.jibs.8400002
59. Strizhakova, Y., Coulter, R.A., & Price, L. L. (2008). The Meanings of Branded Products: A Cross-National Scale Development and Meaning Assessment. International Journal of Research in Marketing, 25 (2), 82–93.
60. Sun, Baohong & Vicki G. Morwitz (2010), "Stated Intentionsand Purchase Behavior: A Unifed Model," International Journal of Research in Marketing, 27 (4), 356–66.
61. Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds.), The psychology of intergroup relations, 7-24. Chicago: Nelson-Hall.
62. Thompson, C. J., & Tambyah, S. K. (1999). Trying to Be Cosmopolitan. Journal of Consumer Research, 26 (3), 214–241.
63. Truong, Y., McColl, R., &Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5), 375-382.
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Published
2018-06-27
How to Cite
Šapić, S., Furtula, S., & Durkalić, D. (2018). PRESTIGE AND NATIONAL IDENTITY AS PREDICTORS OF FOOD PRODUCTS PURCHASE. Ekonomika Poljoprivrede, 65(2), 643–657. https://doi.org/10.5937/ekoPolj1802643S
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Original scientific papers
