Consumer Ethnocentrism and the Rise of Halloumi Buy-in

Abstract

Purpose – This product, brand, brand image and the basic concept of the brand, the brand image may be appropriate, the goods to be purchased and the purchase plan can be planned. This article combines brand identity literature from marketing and local food movement literature to explore the experience and reaction to the intentions of people who come to buy halloumi in Northern Cyprus.

Design/methodology/approach – The article is intended for a number of uses; convenience sampling, one of the stand-alone sampling methods and the face-to-face convenient method to evaluate the Pay-to-Pay trial for authenticity claims of test (non-global) brands.

Findings – Findings show that perceptions of authenticity lead to higher brand equity independent of brand globality; By actively validating their brand image, global brands can reduce competitive disadvantages in localized consumer markets.

Authenticity/value – This article demonstrates the usefulness of authentic brand positioning for global halloumi brands when competing with local halloumi brands to overcome the responsibility of globality. To benefit sustainably from the local food movement, local brands will need to build brand images beyond mere connotations of authenticity.