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The purpose of this paper is to provide an insight into considerations underlying consumers’ perceptions of Norwegian food and to examine what the concept of belonging can add to the understanding of national food.

Two-stage qualitative research design, where data were first collected by in-store interviews with 100 customers in 30 different food retail stores (supermarkets, low discount and specialty stores) in three areas in Norway (East, West and Mid). This was followed by four focus groups with consumers (n=34) in two areas (East and West).

The consumers perceived Norwegian food as having two main dimensions: foods grown and produced in Norway and dishes belonging to traditional cuisine. These two dimensions could coexist and foods that embodied both aspects were higher on a scale of national identity. Perceptions of Norwegian food reflected context, food category and consumer group. The findings support the use of the concept of belonging. Emotional belonging was mainly expressed by the consumers when talking about traditional dishes and Norwegian cuisine, whereas politics of belonging had to do with supporting domestic agriculture and especially produce that has been traditionally grown in Norway.

The findings may have implications for product differentiation and marketing.

This study adds the concept of belonging to the existing literature on consumers, food and place.

The purpose of this paper is to investigate how vegetable side components (carrot and broccoli) influence children’s associations and expected liking of two common Norwegian dishes (meatballs and salmon).

Children aged 11-12 years old were recruited to complete an adapted free association test (n=89). Each participant was exposed to four pictures of dishes that included combinations of the experimental food items served with potatoes and sauce. Participants stated their immediate associations and how much they liked each meal on a five-point smiley face scale for children. Evoked associations were coded and categorized before the relationship between the expected liking of the dishes and the associations were visualized based on correspondence analysis.

The authors found that the expected liking of the dishes was significantly affected by the composition of the dish, that the associations related to the meal changed when the vegetable component changed, and that children’s associations to food are quite similar to what previous studies have found for adults.

How children categorize complex dishes and how their mental representation explains expected liking has rarely been investigated before. By investigating how dishes with different components activate different associations and how these associations co-occur with children’s expected liking of the dishes, the authors gain knowledge that can help us develop strategies for improved dietary change.

This paper investigates the influence of firms' communication in terms of family firm identity and country-of-origin on consumer response.

A self-supplied online experiment in Chile and Spain is employed using as dependent variables brand trust and intention to buy. The experiment includes the following factors: family firm identity (family vs non-family), country of origin (national vs foreign) and as a manipulation check (type of product: hedonic vs utilitarian).

The results indicate that communicating the family firm identity increases brand trust and purchase intention. Consumers show higher scores on trust and purchase intention when exposed to national country of origin products. The effect of the variability on the dependent variables is greater when the family firm identity is communicated. Trust and purchase intention are different in Chilean and Spanish consumers when the family firm identity is combined with a national country of origin cue.

This article contributes to family business theory by exploring how to capitalize on the family firm identity component in brand communication. It also contributes to the theory of corporate brand identity by proposing a communication model oriented toward consumer behavior. It also examines firms' communication (family firm identity and country-of-origin) on consumer.