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Title: The Impact of Brand Awareness and Country of Origin in the Advertising Effectiveness of Greek Food Products in the United Kingdom: The Case of Greek Yogurt
Authors: Karagiannis, Dimitrios
Hatzithomas, Leonidas
Fotiadis, Thomas A.
Gasteratos, Antonios
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business::Business and Management
Keywords: branding
brand equity
country of origin
Greek yogurt
Issue Date: 2022
Publisher: MDPI
Source: Foods
Volume: 11
Issue: 24
First Page: 4019
Abstract: The present study aims to investigate the country-of-origin effect and the branding process on the brand equity of Greek yogurt abroad, specifically in the United Kingdom. The research was carried out as a 2 × 2 experiment using a closed-ended questionnaire with the participation of a total of 400 consumers, using two Greek yogurts (branded and non-branded) as the product under study, with or without country-of-origin insignia (viz. the Greek flag) on the packaging. According to the research results, brand equity was found to be higher for the branded Greek yogurt with country-of-origin insignia among the four product categories, as reflected in its three sub-dimensions (brand awareness, loyalty, and perceived quality). It was also found that country of origin influences brand equity regardless of branding, a finding that confirms the significant effect of this factor on consumers’ perceptions. This highlights the distinction between perceived quality and the specific image of the country in terms of its production experience for a specific product category. Based on these findings, Greek yogurt companies exporting abroad should lay great emphasis on developing branding strategies to strengthen their product brand, while at the same time incorporate country of origin as an indicator of the quality of their brand. The latter finding applies in particular to less well-known brands, since geographical indication (insignia) or other strategies that promote the country of origin are perceived as important informational cues for consumers.
ISSN: 2304-8158
Electronic ISSN: 2304-8158
Other Identifiers: 10.3390/foods11244019
Appears in Collections:Department of Business Administration

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