Interactions between Brands and CO Labels: The Case of “Bavarian Beer” and “Munich Beer” – Application of a Conditional Logit Model

For the past four decades ‘country-of-origin’ (CO) research has been discussing the value of designations such as ‘Made in Germany’ or ‘Made in USA.’ However, published studies have not usually investigated brand-specific effects of ‘country-of-origin’ (CO labels). This article employs a choice experiment in order to analyse the impact of a CO label applied to branded food products. For this purpose, a nationwide survey was carried out in Germany to measure the effect of the geographical indications ‘Bavarian beer’ and ‘Munich Beer’ on brand choice. The results indicate that weak unknown brands can benefit especially from the labeling of geographical indications.