Approaches to Modelling Territorial Brand Butova, Tatiana G.; Krotova, Irina V.; Demakova, Evgenia A. ...
Journal of Siberian Federal University. Humanities & Social Sciences,
2020
Journal Article
Peer reviewed
Open access
Strategic goals of stable development of territories of all levels at the expense of producing competitive goods and increase in export potential of regional producers, as well as the need to improve ...quality of life, have justified the necessity of using effective technologies for territory branding, which, in turn, requires theoretic solution of some scientific problems in terminological and instrumental areas of knowledge. Current problems of the regional branding as the branding of special areas have got less attention than national and regional branding, which has led to the lack of common concepts and continuation of terminological discussions, and also searching for universal model of the regional branding. Researches done by the specialists in this area have allowed us to know their views on the definition of the term “regional branding” in relation to the need to develop structural models of brands (different for different regions), to consider commodity brands as preferrable constituent parts of regional brands, to develop integrated model of consumer values which form preferences in selection of food products of well-known brands and brands of local producers. In the conclusion of the present work there is a list of problems to be solved in future studies through interdisciplinary approaches
Consumer Perception of Regional Brands in Czechia in 2021 Stoklasa, Michal; Matušínská, Kateřina
Scientific Papers of the University of Pardubice. Series D, Faculty of Economics and Administration,
01/2022, Volume:
30, Issue:
1
Journal Article
Peer reviewed
Open access
The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to ...lockdowns. This poses a question whether regional brands are even relevant for consumers and companies in 2021? The aim of the article is thus to find out what the consumer regional brand awareness is, what are perceived regional brand characteristics/benefits, and what are regional brand customers characteristics. The sample used is 1050 respondents from the Czech Republic, gathered by Ipsos. The method used is online survey. The results are compared, where available, with results from 2014 and 2018 to illustrate the trends. Three research questions were formulated based on the three parts of article aim. Main findings include: the regional brand awareness is rising over the researched period to 73 % prompted awareness; main characteristics include region support, traditional production, high quality, and uniqueness; most favourable customer segments are age groups 46-55 and 56-65, with secondary and tertiary education, and income of 30 000 CZK and more.
Consumer minimalism has emerged as a significant trend influencing purchasing decisions in the evolving landscape of consumer behavior. However, minimalism is well acknowledged across various ...disciplines, very limitedly explored in tourism literature, especially in the context of shared services in the tourism industry. Based on this knowledge gap, this study proposes an integrative theoretical framework using the value-attitude-behavior theory and the theory of planned behavior to investigate the impact of minimalism on the purchase behavior of shared services. The data collected from 454 tourists with previous experience using sharing economy-based services implies that consumer minimalism profoundly influences purchase behaviors within shared services. Furthermore, Regional brand identity significantly impacts the relationship between consumer minimalism and behavioral intention. The results add substantially to the existing knowledge in the value-attitude-behavior theory and the Theory of Planned Behavior. The results will also help tourism managers and marketers frame policies to meet tourists' backgrounds and value systems.
This study examines the influence of the link between individuals and their region on the development and translation of the consumer-regional brand relationship through the concepts of trust, ...attachment, affective commitment, attitude and behavioral intentions. Based on data collected from 311 consumers in a supermarket in France, the study finds that the relationships established between consumers who value their region and the brands of this region vary with the positioning adopted and the products offered by these brands. It also highlights that the duration of consumers’ residence in the region improves the understanding of the studied relationships.
•The consumer-regional brands relationships are studied.•The positioning adopted by regional brands moderate these relationships.•The products offered by these brands (emblematic or not) moderate these relationships.•The duration of consumers’ residence in the region also moderates these relationships.
This study aimed to find the determinants of regional public brand development of agri-products in urban areas and to explore the specific enhancement paths for the regional public brand development ...of agri-products. The regional public brand of agri-products in Shanghai was selected as the research object. The study utilized stratified and random sampling techniques to collect data from 320 questionnaires of agricultural business entities in Shanghai. Then a covariance-based structural equation model with institutional factors as mediating variables was constructed. Furthermore, the study empirically analyzed the mechanism of the role of resource endowment on regional public brand development of agri-products. The study showed that the main factors affecting regional public brand development of agri-products are market maintenance, public marketing, industrial resources, and regional resources, in order of importance. Regional and industrial resources positively affected agricultural regional public brand development through the masking effect of public marketing and the partially mediating role of market maintenance. Among them, market maintenance reversed the significant negative impact of regional resources on the regional public brand development of agri-products. The findings of the study contribute to enriching the existing theoretical literature on regional public branding of agri-products, and provide practical implications for the government to help formulate and improve regional brand development policies in urban areas.
This study conceptualizes the winescape framework using a wine region's image as perceived by wine tourists, in the process integrating grounded theory, namely servicescape, destination choice, and ...place-based marketing theories. Using an a priori approach, it identifies the winescape construct in a framework of eight dimensions within the wine tourism environment in a study with 996 respondents in a well-known Canadian wine region. The most important dimension of the winescape is the region's natural beauty/setting (landscape). Other high impact characteristics are the service staff and friendly local people, overall ambience and the diversity of wine estates. The dynamic of first-time and repeat visitation plays a key role in visitors' wine tourism behavior and their perception of the winescape. The decision to engage in wine tourism is generally impulsive, even spurious, and the motivations guiding the visitors' behavior predominantly hedonic in nature.
To help promote existing regional brands and to gain more competitive advantages by encouraging behavior towards promoting regional brands (BPRB) from business owners, this article aims to examine ...the roles of resource advantage (RA), government policy (GP), consumer pressure (CP), and attitudes toward promoting regional brands (APRB) based on the theory of planned behavior (TPB) and the attitude–behavior–context (ABC) theory. Both the direct and indirect effects of RA, GP, CP, and APRB on BPRB are explored in the proposed conceptual model, where the field survey data are from business owners who participated in a regional branding process. A sample of 237 valid responses was used to perform partial least squares (PLS) regression. The results show that RA, CP, and GP significantly and positively impacted BPRB, where GP was the strongest influencing factor, followed by RA and CP. APRB was found to significantly and positively mediate the relationship between RA and BPRB, as well as between GP and BPRB. The findings of all the influencing factors and their rankings in motivating business owners’ behavior, as well as their revealed underlying mechanism, provide a useful theoretical and practical reference for promoting and advancing regional brands’ sustainability.
This study examines how sustainable development of the cultural embeddedness of regional brand products (CERBP) can be maintained, which has received limited attention. Accordingly, it proposes a ...novel conceptual model by integrating the theory of planned behavior with local cultural resources to gain global competitive advantage. Based on the model, this study explores both the direct and indirect effects of CERBP, perceived value (PV), and attitude on behavior loyalty (BL) (H1–H5); it also examines how perceived authenticity (PA) might moderate the relationship between CERBP and PV (H1a). The model’s validity was confirmed using a partial least squares–structural equation modeling technique based on the data collected from 397 survey responses. The results are as follows: (1) CERBP significantly and positively influenced PV and attitude. (2) PV significantly and positively influenced attitude and BL. (3) Attitude significantly and positively influenced BL. (4) PV and attitude significantly and positively mediated the relationship between CERBP and BL; compared with attitude, PV had more significant influence on BL, either directly or indirectly. (5) However, PA was an insignificant moderator of the relationship between CERBP and PV. These research findings from analysis results provide useful and important theoretical and practical implications for the sustainable development of cultural resources and regional economies.
PDF
