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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 examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market.

Data collection takes place by means of a self‐administered and online approach in tandem utilising a highly structured questionnaire completed by wine consumers. The sample is limited to three groups of wine consumers – patrons of a wine bar in Sydney and two online wine communities unlocking access to a cross‐section of on‐premise trade and online consumers. The active memberships of the online communities amount to 3,600. In total, 352 usable surveys are obtained.

Region of origin is an important choice factor in the wine‐buying decision making process of consumers, but particularly so in terms of its multi‐dimensional nature (region name, wine type and grape variety). The most important choice factors in consumers' wine‐buying decisions are quality, price, grape variety, wine style and region of origin. Region of origin varies in degree of influence within different segments. Higher ratings for region of origin are given by female wine consumers, high involvement wine consumers and consumers who have participated in wine tourism to a greater degree.

The findings of this research suggest that wine's region of origin is a significant choice factor in the Australian consumer's wine‐buying decision making process. More than half of the respondents are residents of Sydney and the findings are therefore tentative due to the geographical limitation.

This study is of value to academic researchers, wine industry practitioners, and on‐ and off‐premise operators alike as it furthers the understanding of the importance of various choice factors in the consumer's wine‐buying decision‐making process and in particular the relative importance of region of origin within the main choice factors. It also highlights the specific market segments (geodemographic, behavioural and involvement level) and conditions under which the relative importance of region of origin varies.

The purpose of this paper is to investigate the effectiveness of highlighting the geographical area in question – through either pictorial or pictorial-textual formats – in print-advertising messages for European Union geographical indication (GI) quality-labelled products.

A 2×3 between subjects factorial design was used to manipulate the type of GI, namely, protected designation of origin vs protected geographical indication, and the region of origin presentation in the advertisement (absent vs pictorial vs pictorial-textual), while measuring participant brand attitude and intention to buy (dependent variables).

Results show a significant main effect of the region of origin presentation on brand attitude and purchase intention. Communicating the region of origin through pictorial cues leads to more favourable responses than when there is no reference to it in the advertisement. The presentation of the region of origin through pictorial-textual cues leads to more positive responses than communication based just on pictorial cues. No interaction effect between the type of GI and the region of origin presentation is found.

The study makes a new contribution in the field of communication about typical food products, since the ability of the geographical area to increase consumers’ purchase intention has not been systematically tested in an advertising context. To date, there is no strong evidence on how effective it is to convey the values of the geographical area through its picture and/or name. On a practical level, the study supports new communication strategies for typical food products in a context where messages tend to use intrinsic advertising cues that emphasize physical product attributes, rather than extrinsic advertising cues that leverage intangible product values.

The purpose of this paper is to identify and examine key areas of the wine consumer's interaction with region of origin, specifically through access to wine information, wine knowledge, the auxiliary relationship with wine tourism involvement and the impact this has on the wine buying decision‐making process.

A conceptual research “model” was developed to set the direction for the development of the research hypotheses and questions. A highly structured questionnaire was administered at a high‐end independent wine retail shop in Sydney, Australia using a convenience sample of 100 randomly selected respondents, all of whom were in the basic wine drinker category or higher. A series of quantitative and qualitative datasets were collected during timeslots spanning 8‐15 minutes per questionnaire.

The results confirm that as wine knowledge increases together with wine involvement, it develops into a greater understanding of a wine's region of origin, impacting positively on the consumer's wine decision‐making process. A consumer's willingness to interact with wine‐related motivations through wine tourism visitation has a profound effect on the importance of a wine's region of origin, therefore attributing to greater recall of wine region in the wine buying decision‐making process.

Wine education and access to wine information have a strong relationship with increasing a consumer's awareness of wines' region of origin and offer scope to further investigate the importance of in‐store assistance and cellar door staff interaction with consumers. Although both these aspects are considered positively by a statistically significant percentage of the sample study, a relationship does not coexist with the importance of wine region as an aid or attribute for consumers when purchasing wine.

Wine marketing strategies in Australia are beginning to incorporate a complementary product brand relationship with region of origin and the use of regional branding, not only as a point of difference, but as an extension of a wine product's attributes. This study aids in further identifying information regarding regional branding and its relative importance, which could lead to subsequent comprehensive research studies. The research findings may be utilized to provide small‐ to medium‐sized wineries an overview of how they may consider closer interaction between their individual brand and regional branding.

The purpose of this paper is to identify and understand the relevant attributes, extrinsic and intrinsic, that Portuguese consumers value and are relevant in the decision process for choosing wine. Further, the study aims to check possible differences in the valued attributes regarding consumer's involvement level and wine Region Origin.

The research was designed to identify relevant wine attributes and measure their importance when choosing a wine. In order to achieve this objective and match it with consumers' involvement and wine origin region, 30 Focus Groups were performed, involving 171 consumers from five Portuguese regions of origin.

The region of origin is the attribute that triggers the process of choosing a wine. Label/back label, price, bottle, brand, and wine varieties are also important clues, nevertheless differently valorised according to consumers' involvement. The less relevant attributes are winemaker/producer information, medals/awards, and overall design. Their importance varies with the degree of consumers' involvement and the wine region of origin. The main intrinsic attributes are flavour and aroma, regardless of involvement level or region of origin. Wine balance, freshness, acidity, colour and body have different perceptions, depending on the regions of origin. Alcohol content and gas are the least valued attributes.

Results allow an extended perspective about the process of buying wine, matching the importance of the relevant attributes with consumers' involvement level and region of origin. The study can contribute to an accurate market‐orientation perspective.

This study aims to identify the most important attributes that the consumer uses in the process of choosing wine, which can then be used by wine‐producing companies in marketing strategies.

The methodology consisted of a survey of 421 wine consumers using the best‐worst scaling methodology. Various consumer segmentations were made by gender, income and age groups.

The two main attributes that condition consumers in choosing wine are previous tasting and region of origin. The latter attribute is valued mainly by women and in general by consumers over 34 years old who have a net monthly family income above €1,500. The previously tasted attribute, which on many occasions is associated with the price attribute, is valued basically by men and particularly by younger consumers and those with lower incomes.

It must be pointed out that in the short term the basic strategy of wine‐producing enterprises from any given region of origin is to compete on price. However, in the long term increasing their prestige is all that remains to compete actively with the various regions of origin.

This paper contributes to a greater knowledge of Spanish consumer habits by analysing the most important wine attributes in the process of purchasing wine.

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 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.

The objective of this study is to investigate the impact of geographical labeling (GL) and place of origin on consumers' perceived tea quality and purchase intention, as well as to analyze the moderating effects of traditional tea processing methods and the price of tea.

This study conducts two experiments by combining a simulated scenario with a questionnaire; overall, 383 and 678 valid samples were collected, respectively.

(1) The existence of GL is extremely important and will give consumers the perception of higher tea quality resulting in higher purchase intention. The tea’s production method and geographic location are strongly correlated. Thus, whether the tea is produced with traditional methods has a moderating effect on the place of origin, GL, and consumer response in study 1. (3) Different tea pricing has a moderating effect on the place of origin/GL and consumer response in study 2.

This study demonstrates the relationship between consumers' perception of tea GL, and their response helps to identify the difference between Eastern and Western tea culture, which can be used to help promote and market tea leaves. Multiple clues show a complementary effect between the place of origin and the GL on tea packaging. In addition, perception of the tea craftsmanship from the place of origin (long-term) and the price manipulation (short-term) have a moderating effect, which can be used to improve tea marketing design in academia and in practice.

Disconfirmation of expectations is the mismatch between the expected and blind evaluation of a product. The purpose of this paper is to explore the relation between expected and perceived value (quality), focusing on wines from the French regions with varying levels of notoriety and image content.

From the consumer's point of view, the hedonic evaluation of a product under full information (intrinsic and extrinsic) is considered as a measure of perceived quality. Generally, the perception of the quality of a product differs according to tasting conditions (blind, or full information). Based on previous literature on food marketing it is assumed that the change of preference between blind and full conditions reflects the influence of extrinsic information (here, the region of origin). Two types of results can be expected from disconfirmation: “assimilation” occurs when the final evaluation of the product changes in the direction of the expectation provided by the extrinsic cue, whereas “contrast” occurs when this change is contrary to the expectation. Five wines selected among regions with different reputation levels, and two groups of consumers, characterized by their level of expertise (trained/untrained students) are used in the experiment.

The experiments suggest that disconfirmation may be used to measure and interpret region of origin equity on a behavioural basis rather than just attitudinal.

Provides information resulting from research on disconfirmation of expectations.