REVERSE RELATIONSHIP OF ORIGIN IMAGE AND THE PERCEIVED VALUE OF TERROIR PRODUCTS

Based on cognitive consistency theory, this study investigates the reverse effect between product evaluation and origin image in the context of terroir food products. Data were collected in Switzerland from a sample of 161 swiss consumer and PLS-SEM approach using SmartPLS4 was performed to test the research model. Findings reveal that perceived value exerts a positive influence on the cognitive image of the te Based on cognitive consistency theory, this study investigates the reverse effect between product evaluation and origin image in the context of terroir food products. Data were collected in Switzerland from a sample of 161 swiss consumer and PLS-SEM approach using SmartPLS4 was performed to test the research model. Findings reveal that perceived value exerts a positive influence on the cognitive image of the terroir of origin. Results also confirm a positive effect of perceived value on satisfaction as well as a direct link between satisfaction and cognitive origin image. From a managerial perspective, the study underscores the need for marketers and regional authorities to reinforce quality cues to build strong place identities through food products. Ultimately, the results provide strategic place-branding implications by demonstrating how valuable local food can shape and elevate the reputation of places in both domestic and international markets. rroir of origin. Results also confirm a positive effect of perceived value on satisfaction as well as a direct link between satisfaction and cognitive origin image. From a managerial perspective, the study underscores the need for marketers and regional authorities to reinforce quality cues to build strong place identities through food products. Ultimately, the results provide strategic place-branding implications by demonstrating how valuable local food can shape and elevate the reputation of places in both domestic and international markets.