Brand knowledge and satisfaction explained by the attributes of a regional food product

Abstract

The aim of this research was to analyse the role of brand attributes of a regional food product in the knowledge and satisfaction levels of its consumers. Factors influencing consumer choice, that is, sociodemographic and behavioural factors were also contemplated. This study was based on a quantitative research approach. The questionnaire was built in partnership with the organization of the event and was validated by a pilot group, and a logistic regression and generalized linear models were applied (GLM) to treat the sample. The main results of this research showed that, in terms of the profile of consumers who already know the brand, the consumer segment is somewhat narrow (in terms of sociodemographic variables); there is a relevant problem with the brand awareness; of the eleven brand attributes analysed, only four were identified as main influencers for buying the brand's products: brand trust, brand liking, recommendation and quality; and, finally, regarding the level of brand satisfaction, in relation to the products of the brand, was confirmed as being very high. Finally, this research contributes to the marketing theory development because it identifies some antecedents and suggests contingencies applied to a brand of a regional food product and is one of the first which attempts to contribute to the explanation of brand knowledge and satisfaction considering the attributes of a regional food product. This research will also contribute to develop a better profiling of the consumer of such food products, thus fulfilling a gap in the academic literature.