Contribution of terroir store brands to retailers’ legitimacy and CSR and price images

Abstract

This research shows that consumers’ attitude toward terroir store brands has a positive and significant influence on the store price image and on the retailer’s Corporate Social Responsibility (CSR) image, regardless of the store format considered (hypermarket, supermarket, and convenience). It thus affirms that the terroir store brand, with a price–quality ratio considered satisfactory by consumers, contributes to the development of a positive price image and a favorable CSR image. This research also indicates that consumers’ attitude toward terroir store brands has a direct positive and significant influence, or indirect influence through its CSR image, on two dimensions of territorial legitimacy (territorial impregnation and territorial rooting). Terroir store brands are thus shown to be a factor in retailer legitimization.