Abstract
AbstractDespite firms' long reliance on geographic place origin branding, such as country‐of‐origin (COO), region‐of‐origin (ROO), and terroir, to sell their products in international markets, little theoretical and empirical work has been carried out to investigate which level of geographic specificity stimulates greater premium price when entering new markets. An experiment was conducted in India and Saudi Arabia manipulating place origin as a 3 factorial design (COO vs. ROO vs. terroir) using Australia as the country context, and honey as the product context. Results suggest that COO, ROO, and terroir prompt different place construal, which interacts with psychic distance to people (individual consumer difference), resulting in varying premium price. The study explains under which conditions which of the three place origins benefit companies and which ones backfire.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
