Does place-of-origin matter? the role of the origin bias phenomenon in purchase decisions

  1. Dalia Abdelwahab
Supervised by:
  1. Sonia San Martín Gutiérrez Director
  2. Nadia Huitzilin Jiménez Torres Director

Defence university: Universidad de Burgos

Year of defence: 2021

Committee:
  1. Carlos Flavián Blanco Chair
  2. Paula Rodríguez Torrico Secretary
  3. Carmen Camarero Izquierdo Committee member
  4. José Manuel García Gallego Committee member
  5. Jonas Holmqvist Committee member

Type: Thesis

Teseo: 697334 DIALNET

Abstract

Abstract This thesis explores how (positive/negative) regional bias impact the consumer purchase decisions and choices. Attending the social identity theory, this thesis captures the influences of regional identification, ethnocentrism, animosity and negative emotions on consumer behavior toward brands of different regional origins. Three empirical studies were conducted to address the thesis general and specific objectives. Data collected by personal questionnaires from 277 Spanish Cava buyers (2018) and 622 Spanish regional consumers of food and beverage brands (2020). Data was analyzed using LISREL and SmartPLS3. Results provide considerable insight into the dynamics of (positive/negative) regional bias influences on (regional) consumer purchase behavior. The findings also offer guidance to brand managers to effectively deal with origin obstacles and/or advantages in the business environment in light of interregional conflicts. Keywords Region-of-origin - Regional identification - Regional ethnocentrism- Regional animosity - Food and beverage industry.