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김란 ( Lan Jin ),황서영 ( Seo-young Hwang ),정재석 ( Jea-seok Jeong ),최영찬 ( Young-chan Choe ),문정훈 ( Jung-hoon Moon ) 한국식품유통학회 2016 食品流通硏究 Vol.33 No.2
In 1999, Geographical Indication(GIs) was introduced by EU. About 10 years have passed since the GIs were adopted, but consumer awareness is still very low, and GIs cannot offer the desired benefits for consumers. My research question is that ‘why is GIs not so successful in Korea’. In our study, we investigated the impact of regional brand association, a PR message’s concreteness, and involvement level on consumers’ purchase intention and WTP. The results of the analysis show that there is no significant impact of regional brand association on consumers’ purchase intention and WTP. However, the PR message’s concreteness has a positive impact on purchase intention and WTP. We also found that the impact of message concreteness has a more powerful influence with low-involvement products.