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

  1. Dalia Abdelwahab
Dirigida per:
  1. Sonia San Martín Gutiérrez Directora
  2. Nadia Huitzilin Jiménez Torres Directora

Universitat de defensa: Universidad de Burgos

Any de defensa: 2021

  1. Carlos Flavián Blanco President/a
  2. Paula Rodríguez Torrico Secretària
  3. Carmen Camarero Izquierdo Vocal
  4. José Manuel García Gallego Vocal
  5. Jonas Holmqvist Vocal
  1. Economía y Administración de Empresas

Tipus: Tesi

Teseo: 697334 DIALNET


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.