Designation of origin brand image associated with local cuisine - Scale development and validation

Abstract

The designation of origin brand image associated with local cuisine is a relatively new concept and requires further comprehensive investigation in both theoretical development and measurement operationalization. Using qualitative and quantitative research methods, this study proposes and evaluates the validity of a measurement scale for designation of origin brand image (DOBI) linked to local cuisine. The results identify five dimensions of DOBI comprising 22 measurement items, including feature image, functional image, consumption value image, affective image, and unique cultural image. The assessment of scale validity indicates that the proposed DOBI dimensions exhibit strong content validity and high construct validity. Based on these findings, the study discusses several theoretical contributions and suggests directions for future research.