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What is Region’s Image as a Producer of a Specific Product Category

Chapter 20
Handbook of Research on Entrepreneurial Success and its Impact on Regional Development
Mental representation that consumers have about aspects related to the production of a specific product category in a particular location, such as know-how , qualification of their habitants or raw materials, among others.
Published in Chapter:
The Region-of-Origin Effect: Implications for Regional Development Policies
José Manuel García-Gallego (University of Extremadura, Spain) and Antonio Chamorro‑Mera (University of Extremadura, Spain)
Copyright: © 2016 |Pages: 26
DOI: 10.4018/978-1-4666-9567-2.ch020
Abstract
The main objective of this chapter was to determine the variables that explain and moderate the intention to purchase regional a specific product, in particular, wine. Some of the selected variables were directly related to regional development. To achieve that goal, and based on the literature review, authors designed a structural model to study the ROO effect in the Spanish wine market. The model proposes direct and indirect effects of the following antecedent variables on the purchase intention: the region's image, the region's image as a producer in this product category, the perceived quality of the region's products, and consumer ethnocentrism. The results of this study contribute to guiding decision-making on the strategies to be implemented by regional public institutions in collaboration with the wine industry, both of them responsible of creating value for the region.
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