Brand Coopetition with Geographical Indications: Which Information Does Lead to Brand Differentiation?

D. Dentoni, G. Tonsor, R. Calantone, C. Peterson

Research output: Contribution to journalArticleAcademicpeer-review

2 Citations (Scopus)

Abstract

Farmers and managers marketing food products with Geographical Indications (GIs) have to play a brand coopetition game: they cooperate with each other to develop a collective GI equity, yet they compete to build their individual brand and to establish market channels. Based on an online experiment on olive oil from "Riviera Ligure" (a region in North-Western Italy) through a convenient sample, this study tests a path model to 1) analyze which types and which sources of GI information differentiate an individual brand with GI from the others; and 2) explore which psychological and demographic variables play a role on the impact of GI information on brand differentiation. The tested path model combines elements of economic consumer theory (Lancaster, 1966) and theory of attitude formation (Fishbein, 1967; Fishbein and Ajzen, 1975). Results cannot be generalized outside the observed product and sample, yet the method is applicable by the GI food industry as a consumer research tool to set up marketing communication strategies.
Original languageEnglish
Pages (from-to)14-27
JournalNew Medit
Volume10
Issue number4
Publication statusPublished - 2013

Fingerprint

protected designation of origin
marketing
indication
food industry
equity
communication
market
consumer economics
oil
economics
consumer research
attitude formation
food and luxury products industry
experiment
communication (human)
olive oil
Geographical indications
Coopetition
managers
foods

Keywords

  • external validity
  • food-products
  • united-states
  • olive oil
  • quality
  • market
  • consumers
  • origin
  • preferences
  • competition

Cite this

Dentoni, D. ; Tonsor, G. ; Calantone, R. ; Peterson, C. / Brand Coopetition with Geographical Indications: Which Information Does Lead to Brand Differentiation?. In: New Medit. 2013 ; Vol. 10, No. 4. pp. 14-27.
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Brand Coopetition with Geographical Indications: Which Information Does Lead to Brand Differentiation? / Dentoni, D.; Tonsor, G.; Calantone, R.; Peterson, C.

In: New Medit, Vol. 10, No. 4, 2013, p. 14-27.

Research output: Contribution to journalArticleAcademicpeer-review

TY - JOUR

T1 - Brand Coopetition with Geographical Indications: Which Information Does Lead to Brand Differentiation?

AU - Dentoni, D.

AU - Tonsor, G.

AU - Calantone, R.

AU - Peterson, C.

PY - 2013

Y1 - 2013

N2 - Farmers and managers marketing food products with Geographical Indications (GIs) have to play a brand coopetition game: they cooperate with each other to develop a collective GI equity, yet they compete to build their individual brand and to establish market channels. Based on an online experiment on olive oil from "Riviera Ligure" (a region in North-Western Italy) through a convenient sample, this study tests a path model to 1) analyze which types and which sources of GI information differentiate an individual brand with GI from the others; and 2) explore which psychological and demographic variables play a role on the impact of GI information on brand differentiation. The tested path model combines elements of economic consumer theory (Lancaster, 1966) and theory of attitude formation (Fishbein, 1967; Fishbein and Ajzen, 1975). Results cannot be generalized outside the observed product and sample, yet the method is applicable by the GI food industry as a consumer research tool to set up marketing communication strategies.

AB - Farmers and managers marketing food products with Geographical Indications (GIs) have to play a brand coopetition game: they cooperate with each other to develop a collective GI equity, yet they compete to build their individual brand and to establish market channels. Based on an online experiment on olive oil from "Riviera Ligure" (a region in North-Western Italy) through a convenient sample, this study tests a path model to 1) analyze which types and which sources of GI information differentiate an individual brand with GI from the others; and 2) explore which psychological and demographic variables play a role on the impact of GI information on brand differentiation. The tested path model combines elements of economic consumer theory (Lancaster, 1966) and theory of attitude formation (Fishbein, 1967; Fishbein and Ajzen, 1975). Results cannot be generalized outside the observed product and sample, yet the method is applicable by the GI food industry as a consumer research tool to set up marketing communication strategies.

KW - external validity

KW - food-products

KW - united-states

KW - olive oil

KW - quality

KW - market

KW - consumers

KW - origin

KW - preferences

KW - competition

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JO - New Medit

JF - New Medit

SN - 1594-5685

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ER -