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.
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Read the Original
This page is a summary of: The impact of territory of origin on product authenticity perceptions, Asia Pacific Journal of Marketing and Logistics, June 2015, Emerald,
DOI: 10.1108/apjml-12-2014-0180.
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