The Mediating Role of Brand Image in The Impact of Food Authenticity on Regional Identity: The Case of Gaziantep

Abstract

This study was conducted to determine the effect of food authenticity on regional identity and the mediating role of brand image in this effect. The convenience sampling method and survey technique were used in this study, which was carried out within the scope of the quantitative research model and relational research design. The relationships between the variables were analyzed through correlation and bootstrap regression analysis using data obtained from 400 domestic tourists aged 18 and over who visited Gaziantep. Correlation analysis results revealed that food authenticity has positive significant relationships with food identity and brand image, and food identity has a positive significant relationship with brand image. Regression analysis findings presented that brand image has a mediating effect on the positive and significant relationship between food authenticity and food identity perceptions. The regression analysis results of our research demonstrated that brand image has a mediating effect on a positive and significant relationship between food authenticity and food identity perception. This indicates that the relationship between participants' food authenticity perception levels and food identity perception levels is strengthened by the effect of brand image, and that brand image plays a decisive role in food identity perceptions by shaping consumers' perceptions of authenticity.