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Consumers’ brand images of wines: Differences between two leading Spanish denominations of origin

Evangelina Aranda (Department of Applied Economy, University of Castilla-La Mancha, Toledo, Spain.)
Mar Gómez (Department of Marketing, University of Castilla-La Mancha, Toledo, Spain AND Universidad Autónoma de Chile, Santiago, Chile.)
Arturo Molina (Department of Marketing, University of Castilla-La Mancha, Toledo, Spain AND Universidad Autónoma de Chile, Santiago, Chile.)

British Food Journal

ISSN: 0007-070X

Article publication date: 3 August 2015

1575

Abstract

Purpose

The purpose of this paper is to study the formation of denomination of origin brand image in two different Spanish wine regions.

Design/methodology/approach

A sample of wine consumers was selected in two denominations of origin (DOs): Rioja and La Mancha. Partial least squares method was used to estimate the measurement and the proposed structural model. A multi-group analysis was also employed to determine the main differences between both wine umbrella brands.

Findings

The main components that contribute to the creation of brand image were tested: functional image and reputation, and affective image. The comparison found that the values obtained for La Mancha are significantly inferior to those of Rioja as regards affective image.

Research limitations/implications

The choice of two Spanish wine regions and the analysis of wine consumers who were purchasing in wine shops suggest future research works that will consider not only extending the number of wine brands studied, but will also cover other kinds of commercial establishments, differentiating the place of consumption or suggesting a variety of wine styles.

Practical implications

The results obtained suggest the relevance of DOs in the commercialisation of wines, and consequently the activities and alliances that should be developed to improve the main components of brand image.

Originality/value

A multi-group analysis focused on two Spanish DOs has been used to determine the strengths and weaknesses of each umbrella brand. The basis used for this has been the study of functional and affective aspects in one of the most traditional wine countries in Europe, Spain. This research is of value to academics, wineries and public institutions, as it may allow them to design marketing and commercialisation strategies.

Keywords

Citation

Aranda, E., Gómez, M. and Molina, A. (2015), "Consumers’ brand images of wines: Differences between two leading Spanish denominations of origin", British Food Journal, Vol. 117 No. 8, pp. 2057-2077. https://doi.org/10.1108/BFJ-08-2014-0299

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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