Perceptions of “Organic” Food: A View Through Brand Theory

Globally, the organic food industry has experienced impressive growth rates, especially in the United States and Europe, yet still accounts for a relatively small portion of total food sales. In the United States, it constitutes less than 5% percent of food sales despite a decade of support by the U.S. National Organic Standard. Using the United States as a context, the authors show through survey data and confirmatory factor analysis that when “organic” is examined through the lens of brand theory, it is clear that it has yet to attain brand equity. There is evidence of brand awareness and perceived quality, suggesting that the industry has moved in the right direction. Yet negative perceptions of value and no evidence of brand loyalty undermine the industry’s goals. Because “organic” carries different significance to different consumers, the industry will have to develop a cohesive strategy to reestablish “organic” in a unified way. For country markets of similar experience with organic food, and for markets just beginning to consider consumer interest in organic food, these lessons from the United States offer guidance for policy and marketing strategy.     

Domestic or Imported Beer Brands? Analysis and Assessment of Brand Equity in the Spanish Market

The Spanish brewing industry is a main economic sector and a major activity in the agrifood area; however, there are few studies regarding the analysis of brand equity in this product. This study aims to analyze brand equity for both a domestic beer brand—Estrella Galicia—and an imported beer brand—Carlsberg. For this purpose a quantitative study is carried out among consumers in order to assess the sources or dimensions of brand equity and its consequences, comparing the 2 brands present in the Spanish market. Results obtained suggest a better evaluation of the domestic brand and reveal that brand loyalty and perceived quality are the dimensions with a higher relevance in beer brand equity.     

Effect of Consumers’ Personality on Store Brand Choice in Grocery Stores: Insights from France and Germany

Abstract

Consumers’ personality can influence choice behavior. Considering disparities between food store brand market shares across countries, we investigate the impact of personality on food store brand decision making. We carried out two non-hypothetical choice experiments for milk, ice-cream, and cereal, one in France and one in Germany for a total of N?=?505 participants. Results show that in France neurotic and in Germany conscientious consumers purchase significantly less store brands for the food items in question. This study contributes to the literature by providing evidence that both, personality and country-effects, influence consumer food choice behavior and serve as a motivating factor for multi-category purchases of grocery store brands.