What is it about?
Territory of origin (TOO) may build consumer's product perceptions but is not widely investigated. With 668 Chinese consumers, we have shown it is an effective tool to build product perceived authenticity and consumers' self-brand connections.
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Why is it important?
Our study is the first empirical study to investigate the chain of effects from TOO to authenticity to self-brand connection.
Perspectives
This study has important managerial implications but need to be further tested to better understand the use of TOO.
Dr mohua zhang
Kedge Business School
Read the Original
This page is a summary of: The impact of territory of origin on product authenticity perceptions, Asia Pacific International Journal of Marketing, June 2015, Emerald,
DOI: 10.1108/apjml-12-2014-0180.
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