Impact of the link between individuals and their region on the customer-regional brand relationship

Florence Charton-Vachet (1) , Cindy Lombart (1)

1 Audencia Business School

This study examines the influence of the link between individuals and their region on the development and translation of the consumer-regional brand relationship through the concepts of trust, attachment, affective commitment, attitude and behavioral intentions. Based on data collected from 311 consumers in a supermarket in France, the study finds that the relationships established between consumers who value their region and the brands of this region vary with the positioning adopted and the products offered by these brands. It also highlights that the duration of consumers’ residence in the region improves the understanding of the studied relationships.

Keywords: Region; Regional brand; Regional products; Trust; Attachment; Affective commitment; Attitude; Behavioral intentions

Domains: Business administration

Florence Charton-Vachet, Cindy Lombart. Impact of the link between individuals and their region on the customer-regional brand relationship. Journal of Retailing and Consumer Services, 2018, 43, pp.170-187. ⟨10.1016/j.jretconser.2018.03.016⟩. ⟨hal-01760245⟩