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

  1. Dalia Abdelwahab
unter der Leitung von:
  1. Sonia San Martín Gutiérrez Doktormutter
  2. Nadia Huitzilin Jiménez Torres Doktormutter

Universität der Verteidigung: Universidad de Burgos

Jahr der Verteidigung: 2021

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

Art: Dissertation

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.