Region-of-Origin Brand Knowledge Structure Sustaining Brand Preference for Cape Wineland’s Artisanal Cheese

Abstract

Cape Winelands artisanal cheese sales sustain farmers’ livelihoods, but the influx of imported cheese increases competition. This raises questions as to the region-of-origin brand knowledge structure (BKS) (i.e., brand awareness, image, and familiarity) and whether BKS can sustain brand preference. This study used a purposive sampling technique to obtain 228 responses from international and national tourists to assess region-of-origin BKS, perceived artisanal cheese quality and impact on preference. The mediating role of perceived quality in how BKS impacts brand preference was also tested. Structural equation modeling results revealed that, except for brand familiarity, region-of-origin BKS significantly impacted perceived quality. Perceived quality was the strongest driver of brand preference, followed by region-of-origin brand awareness and familiarity. Perceived quality significantly mediated brand awareness-preference and brand image-preference relationships. While region-of-origin brand image did not significantly impact brand preference directly, it did so indirectly through perceived quality. The theoretical and practical implications are provided.

Keywords: Artisanal cheese; region-of-origin; brand familiarity; brand knowledge structure; perceived product quality; brand preference.