An Investigation of the Relationships Among Marketing Mix Variables and Brand Equity Dimensions: State-Branded Food Products

ABSTRACT

The current study investigates the relationships among marketing mix variables and brand equity dimensions in the context of state-branded food products. Structural equation modeling (SEM) was employed to explore the hypothetical associations among variables. The results illustrated that the locations where consumers purchased state-branded products and their level of exposure to product advertisements had a greater impact on consumers’ perception of state-branded food products than numerical information such as prices and the number of stores distributing the product. In addition, the results showed that when consumers were aware of a particular state-branded food product, they were more likely to remember its features and perceive the product as high quality.

KEYWORDS:

• Local food
• state-branded food products
• marketing mix
• brand equity

Disclosure statement

No potential conflict of interest was reported by the author(s).