Purpose – Knowledge of consumers’ perception of foreign food products can be a key element for successful international marketing strategies, as operating on a regional or global level requires deep knowledge about international markets. Purchase decisions for most products are strongly linked to a person’s attitude towards these products, which are determined by beliefs and meanings associated with the product. In this context, the purpose of this paper is to analyze and compare the perception of Bavarian food products in an international context. Design/methodology/approach – The qualitative technique of concept mapping has been used to uncover and visualise consumers’ semantic networks regarding Bavarian food products. Two European countries – Bulgaria and Romania – as well as two Asian ones – China and South Korea – are exemplary selected for this study. Findings – The results clearly show that the two frequently mentioned associations across all four countries are the same while the other associations which were enumerated show a greater heterogeneity. Furthermore the study provides empirical evidence that the associations regarding Bavarian food products of the European countries are more similar to each other than the Asian ones. South Koreans have more indirect than direct associations with Bavarian food products and Chinese semantic networks regarding Bavarian food products are the least complex. These findings are underpinned by network analysis. Originality/value – This study adds to the existing literature on country image by exploring international consumer’s cognitive networks regarding Bavarian food products by means of concept mapping.
British Food Journal – Emerald Publishing
Published: Mar 2, 2015
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera