A Study on Consumers’ Attitude towards Geographical Indications and the Types of Advertising Models

January 31, 2022  |  Vol.8, No.1  |  PP. 11-24  | PDF

AUTHORS:

In Bum Shin, Division of Design, Dongseo University, Korea

KEYWORDS:

Geographical Indication(GI), Geographical Indication Brands, Advertising Models, Commercial Models, Customers’ Attitude

Abstract

This study analyzes customers’ attitude towards local specialties with or without geographical indications and the types of their advertising models – product-oriented, head of local governments-oriented, and producer- oriented. Also, it analyzes GI product consumers’ responses to questionnaire survey for the impact of brand equity components on consumers’ attitude, and presents efficient advertising plans to induce continuous consumption. Another analysis on consumers’ attitude towards GI advertising models confirms that there is no significant difference in product reliabilities, brand attitudes, purchase intentions, and brand loyalties between the GI local specialties and their models. On the other hand, there is a significant difference in product reliabilities about advertising models and products, and the product attributes have higher reliabilities than advertising model ones. On the issue of types of advertising models of GI products, consumers' behavior in their buying decision is affected by product reliabilities, brand attitudes, purchase intentions, and brand loyalties. The survey indicates that using producer models draw more effective outcome than using head of local government models. Also, the images of models advertising local specialties with GI has reliabilities in each factor of reliability, familiarity, professionality. Thus, this study draws a conclusion that produce models among the models of GI applied local specialties have the highest effect in the factor of reliability. Additionally, this study confirms that the product reliabilities and purchase intentions are high when the geographical indications are marked in local specialties. Also, the analysis about the consumers’ attitude towards images of GI local specialties shows that the reliabilities in the factors of foods credibility, environmental cleanliness, and the regional friendliness are the highest rating points. Therefore, the GI information and aggressive PR strategies are recommended.

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Citations:

APA:
Shin, I. B. (2022). A Study on Consumers’ Attitude towards Geographical Indications and the Types of Advertising Models. Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), FuCoS, 8(1), 11-24. doi: 10.47116/apjcri.2022.01.02

MLA:
Shin, In Bum “A Study on Consumers’ Attitude towards Geographical Indications and the Types of Advertising Models.” Asia-pacific Journal of Convergent Research Interchange, ISSN: 2508-9080 (Print); 2671-5325 (Online), FuCoS, vol. 8, no. 1, 2022, pp. 11-24. APJCRI, http://fucos.or.kr/journal/APJCRI/Articles/v8n1/2.html.

IEEE:
[1] I. B. Shin, “A Study on Consumers’ Attitude towards Geographical Indications and the Types of Advertising Models.” Asia-pacific Journal of Convergent Research Interchange (APJCRI), ISSN: 2508-9080 (Print); 2671-5325 (Online), FuCoS, vol. 8, no. 1, pp. 11-24, January 2022.

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