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In this paper, the authors aim to introduce the notion of region of origin effect and articulate why home region boundaries should be factored in when understanding firm strategy and outcomes.

The paper validates the region of origin effect on internationalization using a sample of 11,677 firms from 99 developing countries in a multilevel model, with both frequentist and Bayesian approaches.

The findings of this paper indicate consistent support for the notion of region of origin effect. The relative importance of direct region effects in explaining variation in firm internationalization was found to be 17.8 per cent. When indirect effects (i.e. varying slopes) were factored in, the relative importance was 16.6 per cent. Additionally, the findings show that the region of origin effect impacts the degree of strength of the well-established firm drivers of internationalization.

Although the importance of the home region location is well known to researchers and practitioners of international business, it has not received the attention it deserves. The findings of this paper clearly demonstrate the need for researchers and practitioners to recognize the role of the region of origin effect in formulating and implementing global strategies.

The purpose of this paper is to analyse the “region-of-origin” effect in the purchase of cava, a sparkling wine. Cava is a multiregional designation of origin: although it is a product typical of a particular Spanish region (Catalonia), it is also produced in other regions in Spain.

The technique of conjoint analysis is used to identify the structure of the preferences of cava consumers, and to evaluate how that structure is affected by the inclusion of a message that highlights the regional origin of the product. A survey was conducted among 473 wine buyers in the region of Extremadura (Spain).

The main findings show that the “region-of-origin” effect is significant for the regional buyer of this type of wine, and that the sales of regional brands of cava would be greater if their regional origin were emphasized by indicating the location of the producer in a prominent place on the label. Moreover, three segments of purchasers differentiated by their preference structure are identified.

The novelty of the study lies in the fact that this PDO is a multiregional designation of origin, and that the technique used, conjoint analysis, is applied not only to determine the buyer’s preference structure, but also to evaluate how that structure is affected when the regional origin of the product is highlighted in the message to the purchaser. This study is of value to academic researchers, wineries managers, and regional governments as it highlights important aspects to design marketing strategies and trade policies.

The purpose of this paper is to study how variables such as the region’s overall image, the perceived quality of its financial entities, and consumer ethnocentrism affect the intention to choose regional banks. Special attention is paid to the moderating role played by familiarity.

A structural equation model was used with a survey of 427 bank customers.

The results show direct and indirect effects of regional image, perceived quality of regional banks and consumer ethnocentrism on the intention to choose regional banks. The moderating effect of familiarity is not confirmed.

The financial crisis experienced in southern European countries has forced them to carry out a restructuring of the banking sector based on mergers that provide greater solvency and stability. In Spain, this has meant small regional banks merging with each other to form larger national banks. This involves a loss of their regional identity and a change in their positioning to date. It is interesting to understand the value to customers of the regional attribute when choosing a bank and the possible consequences of merging with other banks.

Globalisation has made origin an attractive attribute that can be used to differentiate products. However, there are still gaps in this field, especially in relation to region-of-origin (ROO) and the influence of certain moderating variables on this effect. This paper sheds some light on the study of the ROO effect in the financial sector, a field that is still relatively unexplored in this context.

The region where a wine is produced is a factor that influences consumers' preferences and price perceptions. For most consumers, a wine from an established place like France would be preferred over a wine from less established place, like Texas. However, a consumer's identity with their home area (not well known for wine) may override such an effect. Thus, the purpose of this paper is to determine whether a wine's geographic origin influences wine preference and price perceptions and, if so, whether identity with a place and/or wine expertise moderate this relationship.

A total of 257 students from a Texas university sample and rate two identical wines – yet one is labeled as from France and the other as from Texas. Their identification with Texas and their wine expertise are also measured. Paired sample t‐tests and repeated measures MANOCA are used to analyze the data.

The paper finds that a wine's country of origin has a strong effect on consumers' preferences and price perceptions. Specifically, consumers prefer the French wine over Texas wine and are willing to pay more for the French wine. Consumers' identification with Texas does not significantly mitigate the effects of country of origin; those who score low on Texas identity as well as those who score high had similar ratings for the wines. Similarly, no moderating effects for wine expertise are found.

This research shows the strong effect of county of origin even when participants actually sample the (identical) wines. It offers value by showing that the identity with a region provides little help in overcoming this effect and that wine producers and regions should consider strategies other than appealing to a consumer's identity with the region.

Understanding the impact of marketing-related investments on market-based assets is a fundamental issue for marketers. In this study we address the relationship between product-related investments and communication-related efforts, with respect to a basic intangible market-based asset: consumer-based dimensions of brand equity. We draw from a longitudinal study of pre-purchase brand attribute data derived from consumer panels, conducted within the context of the U.S. automotive market. Brand equity dimensions are statistically related to marketing investments and contextual factors of “region of origin” and “global brand reach,” employing a seemingly unrelated regression model. The results reveal a positive effect of communication-related investments, as measured by annual advertising expenditures, on all dimensions of brand equity except luxury image. Product-related investments, as indicated by a brand's innovativeness, positively affect brand image but negatively affect perceived economy. Region of origin and global brand reach have mixed effects on the consumer-based dimensions of brand equity.

This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region.

The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations.

After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love.

This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

Esta investigación tiene como objetivo abordar la disponibilidad de los consumidores etnocéntricos para boicotear las marcas de origen dual -en el caso particular de marcas nacionales vinculadas a un origen regional muy específico-, mediante el análisis de la paradoja del (desfavorable) etnocentrismo regional versus la relación (favorable) entre el consumidor y la marca (es decir, la identificación, la confianza y el amor a la marca) en la decisión de los consumidores de comprar o boicotear dichas marcas en esas circunstancias. Partiendo de las teorías de la identidad social y la disonancia cognitiva, este estudio examina la relación del consumidor español con las marcas nacionales originales de Cataluña, considerando las circunstancias conflictivas actuales en la región.

Los datos se recogieron mediante cuestionarios personales, distribuidos entre 277 consumidores españoles de marcas catalanas de Cava. Los datos se analizaron utilizando modelación de ecuaciones estructurales y relaciones estructurales lineales.

Después de controlar la familiaridad con la marca, nuestros resultados revelan que el etnocentrismo distorsiona negativamente la confianza de los consumidores en las marcas de origen dual y destaca el papel de la identificación y la confianza como antecedentes del amor por la marca. También revela que el etnocentrismo tiene un impacto más profundo en la decisión de boicotear que el amor por la marca.

Este estudio es uno de los pocos que captura la confusión creada por la naturaleza paradójica de la dualidad del origen de la marca. Además, contribuye a la literatura de marketing al examinar el impacto del etnocentrismo en dos variables relacionales (la identificación y la confianza) y explorar su impacto conjunto en la decisión de los consumidores de comprar o boicotear. Nuestros hallazgos pueden ser útiles para las empresas que se enfrentan al comportamiento de boicot provocado por la reacción etnocéntrica de los consumidores hacia las marcas de origen dual.

The purpose of this paper is to analyze the existence and influence of gender effects on wine choice, specifically whether women and men seek the same cues in wine labelling.

Five focus groups, involving 45 regular wine consumers (22 women and 23 men) from four Portuguese wine regions of origin, were conducted. Sessions included two projective techniques. To gather more information, participants were asked to fill a short questionnaire, relating purchasing and consumption habits, knowledge and socioeconomic characteristics. Qualitative data were transcribed verbatim and content analysis was used.

Women frequently associate wine to the context of consumption; while men frequently associate wine to convivial and sensorial pleasure. Region of origin and prior knowledge experience seem to be the two main reasons for men to choose a wine; while, women seem to rely more on wine brand and previous experience. Front label information (region of origin, awards and region illustration) seems to be more important for women, while the back label descriptors (grape variety, world heritage site and wine history) are more relevant for men. The typography (font size) and information type were identified as negative aspects of the back label.

Understanding how men and women looking for information on a wine bottle can help marketers communicate with specific market segments. This paper provides insights to design marketing campaigns regarding product customization at the level of label information and design.

The present research contributes to current literature on wine consumer behaviour, exploring behavioural differences, perceptions and motivations by gender. In particular, the relevance of wine cues for choice decision is explored. The evidence of focus groups combined with projective techniques is complemented with data collected through a questionnaire.

This research has three research objectives. First, this research will demonstrate that the link between consumers' attitude towards a region and their intention to purchase products from that region is not direct but indirect. Second, this research will establish that perceived value of regional products and consumers' preference for these products are mediating variables of the relationship between consumers' attitude towards a region and their intention to purchase regional products. Lastly, this research will highlight cognitive (through perceived value) and affective (through preference) routes or paths, from consumers' attitude towards a region to their purchase intention of products from that region.

As previous works in the authors’ field of research, the authors conducted a field study, combined with a questionnaire survey. 398 consumers responded to the authors’ questionnaire in a hypermarket (belonging to the retailer Système U) in Vendée (a region in France). The authors measured their attitude towards this region, their preference for regional food products and their purchase intention of these products as well as the perceived value of regional food products.

The perceived value of regional products and consumers' preference for these products are full mediating variables of the relationship between consumers' attitude towards a region and their intention to purchase products from that region.

This research supplements prior works. It shows that the link between consumers' attitude towards a region and their intention to purchase regional products is indirect. Consumers' purchase intention of regional products is not directly attributable to their attitude towards the region of origin of these products. Regional products and their features have to be reintegrated into this equation.

This study identifies several routes or paths to explain consumers' purchase intention of regional products. A cognitive route or path, from consumers' attitude towards a region to their purchase intention of products from that region, mediates by perceived value. An affective route or path, from consumers' attitude towards a region to their purchase intention of products from that region, mediates by preference. A hybrid path that combines cognitive and affective paths, as this research established a link between perceived value and preference.

This research foregrounds regional products and their features, too often neglected in favour of consumers and their characteristics.

The purpose of this paper is to explore how differently Chinese consumers, located in different regions, perceive country image.

In total, 1,257 consumers from Beijing, Shanghai, Qingdao, Shenyang, and Wuhan are surveyed.

The results demonstrate that Chinese consumers in different regions focus on the different country image factors when they perceive the general quality of foreign products. Emotional and cognitive factors have a more significant effect on the consumers' perception of the product's quality than normative factor in Beijing and Wuhan. In the case of Shanghai, emotional factor has the strongest effect, cognitive factor has the modest and normative factor has the weakest. Cognitive and normative factors have a significant effect on the consumers' perception of the product's quality in Qingdao and only cognitive factor has a significant effect in Shenyang.

The proportion of young consumers who are in their early 20s accounts for 63 percent of the sample, which may propose the representative problem of the sample, affecting the contents of the regional differences in the Chinese market.

The results suggest that not only the businesses' marketing activities to improve the company image are important, but the government's national promotional strategies to improve the country image are also important. It is suggested that regional heterogeneity of Chinese market should be carefully considered when implementing effective marketing strategies.

The paper provides an in‐depth investigation into how the country image influences Chinese consumers differently from those who are located in different Chinese regions when they perceive product quality from various foreign countries.

The purpose of this paper is to identify which dimensions of perceived value of wine dominate in the perception of wine consumers from two distinctive wine producing regions and to examine how their respective regional identity, consumer regiocentrism (CR) and perceived value of wine are inter-related in determining consumers’ preference of wine.

A sample of 221 wine consumers from two Slovenian wine regions with contrasting wine-related and social specificities responded to an online questionnaire. Besides the wine-related consumer behaviour variables, the questionnaire contained CR, regional identity and consumer perceived value measurements, based on adapted CETSCALE, regional identity and PERVAL scales. The scales were validated, and structural equation modelling was used to evaluate the relationships between the constructs.

Perceived value of wine was found to consist of three dimensions: emotional-social, quality-price and terroir, which differ from those previously observed among wine consumers from the USA. Regional identity was found to be a direct antecedent of CR, and CR directly affects all three dimensions of perceived value of wine; these findings were evident in the original model and in both studied wine regions.

Future research should extend the model to include other possible antecedents of CR and study its effects on different consequences, especially purchasing intent. Future studies would benefit by adding more indicators into scales to measure CR and regional identity to improve the model fit.

This study contributes to a better understanding of perceived value of wine and extends the current knowledge of how social and psychological phenomena interact when evaluating wine. The results herein should enable marketers to develop more sophisticated positioning strategies and support their decision making for an appropriate market approach.