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.

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.

Factors affecting repurchase intentions in retail shopping: An empirical study.

The present study investigates the factors affecting consumer repurchase intentions in retail stores. More specifically, it emphasizes on the concept of in-store customer shopping experience. In that direction, a new conceptual framework (research model) is developed and empirically tested, using primary data collected from retail store customers. The proposed model includes twelve research factors that are classified into three dimensions (groups): six independent factors (antecedents), five mediating factors and repurchase intention (dependent factor). In more detail, the study examines the antecedents of customer behavior, which constitute the in-store customer shopping experience (Physical environment, Interior shop environment & layout, Interaction with the staff, Interaction with other customers, Merchandise value/quality, Merchandise variety). It argues that the effect of the antecedents on repurchase intention is indirect, mediated through five other factors (mediators) (Customer experience, In-shop emotions, Perceived value, Customer satisfaction, Customer loyalty). Under that context, eleven research hypotheses were tested, using the Structural Equation Modeling (SEM) technique. The final sample includes 618 retail store customers, who participated in a web-survey. Results offer support for the underling mechanism of the proposed research model, arguing that antecedents significantly affect the mediators, which, in turn, affect the repurchase intention of retail shoppers. Results indicate that in order to have more return customers, retailers should enhance their interior shop environment and layout and increase the value of their merchandise. The originality of the study lies in its three-dimensional approach. It offers an understanding about the mechanism that impacts repurchase intentions, an approach lacking in the relevant literature. Moreover, it focuses on all kinds of retail stores, offering wider generalizability of its empirical findings. Also, it examines in-store emotions and experience of customers inside a store, two factors which very seldomly have been investigated in the context of physical retail stores.

Investigating Food Packaging Elements from a Consumer's Perspective.

This study aims to identify and evaluate packaging elements in the food industry, taking into account various business areas/disciplines. The research was conducted with a sample of 1219 customers. An initial pool of 43 packaging items was developed, aiming to examine the elements that have a relationship with consumer behavior in buying food products. Exploratory factor analysis (EFA) was conducted on a random split-half sample of the data to examine the factor structure of these elements in the general population. Confirmatory factor analysis (CFA) was conducted in the holdout sample. The EFA of the packaging items resulted in seven factors: (1) Informational content, (2) Content protection and recognition, (3) Smart functioning, (4) Geometry, (5) Environmental friendliness (6) Endurance, and (7) Coloration. The CFA in the holdout sample supported this factor structure. The findings are informed by the consumer attitudes and predispositions towards packaging, thus having useful managerial applications.