The role of product awareness in creating the brand value of local gastronomic items: Example of water buffalo products from Balikesir region

Abstract

The primary objective of this study is to determine the role of product awareness in determining the brand equity of local gastronomic elements. To this end, the impact of local product perception on local product purchasing behavior and the moderating role of local product awareness on this potential effect will be determined. The sub-objective of this study is to determine how local product perception, local product awareness, and local product purchasing behavior differ according to demographic variables. For these purposes, data were collected from local residents of villages in Balıkesir where water buffalo are raised and buffalo products are produced, as well as from local tourists. Convenience sampling was employed in the study. Following the pilot study, robust data obtained from 393 individuals was analyzed. SPSS software was used for data analysis. The research results were explained using Social Exchange Theory. The study results showed that local product perception has an impact on local product purchasing behavior. Local product awareness was found not to moderate this effect. Local product perception, local product awareness, and local product purchasing behavior were found to differ significantly by gender. Women were found to be more sensitive to these differences than men. The results indicate that Balıkesir is still in the early stages of achieving brand value due to the lack of awareness of local buffalo products. Effective marketing strategies should be implemented to target the region's target audience