Promoting traditional mountain food products guarantees consumers of products’ quality, supports local economies and promotes farm sustainability in mountain regions. The EU Commission has introduced the “Mountain Product” (MP) denomination to this aim. However, the MP label strives to be used by producers and has low awareness among consumers. Our study aims to assess the contribution of the MP label to the brand equity of products farmed in mountain regions. This is performed by assessing the brand equity antecedents of the MP label brand equity and verifying the latter effect on a traditional product brand equity: a potato cultivated in the Modena Apennines named the “Montese potato”. A survey through a structured questionnaire was administered in-store to a sample of 317 consumers and analysed with the CB-SEM method to assess the validity of the hypotheses underpinning our study. Results confirm that MP brand awareness, perceived brand quality and brand associations are all positive and significant drivers of the MP label brand equity. Moreover, the MP label brand equity positively and significantly influences the specific product's brand equity. Our findings provide implications for producers and retailers interested in using the MP label but doubtful of its value creation.
Enhancing Traditional Product Brand Equity through the Mountain Product label: a Consumer-Based Brand Equity approach / Martinelli, Elisa; DE CANIO, Francesca; Sarti, Elena. - (2023). (Intervento presentato al convegno SIM Conference 2023: Marketing per il benessere, la salute e la cura tenutosi a Firenze nel 20- 21 ottobre 2023).
Enhancing Traditional Product Brand Equity through the Mountain Product label: a Consumer-Based Brand Equity approach
Elisa, Martinelli;Francesca, De Canio;Elena, Sarti
2023
Abstract
Promoting traditional mountain food products guarantees consumers of products’ quality, supports local economies and promotes farm sustainability in mountain regions. The EU Commission has introduced the “Mountain Product” (MP) denomination to this aim. However, the MP label strives to be used by producers and has low awareness among consumers. Our study aims to assess the contribution of the MP label to the brand equity of products farmed in mountain regions. This is performed by assessing the brand equity antecedents of the MP label brand equity and verifying the latter effect on a traditional product brand equity: a potato cultivated in the Modena Apennines named the “Montese potato”. A survey through a structured questionnaire was administered in-store to a sample of 317 consumers and analysed with the CB-SEM method to assess the validity of the hypotheses underpinning our study. Results confirm that MP brand awareness, perceived brand quality and brand associations are all positive and significant drivers of the MP label brand equity. Moreover, the MP label brand equity positively and significantly influences the specific product's brand equity. Our findings provide implications for producers and retailers interested in using the MP label but doubtful of its value creation.File | Dimensione | Formato | |
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SIM 2023 Martinelli et al. ENHANCING TRADITIONAL PRODUCT BRAND EQUITY.pdf
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