Consumers’ brand images of wines

Author： Aranda Evangelina Gómez Mar Molina Arturo

E-ISSN： 1758-4108|117|8|2057-2077

ISSN： 0007-070X

Source： British Food Journal, Vol.117, Iss.8, 2015-08, pp. : 2057-2077

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Abstract

<title content-type="abstract-heading">Purpose</title>– The purpose of this paper is to study the formation of denomination of origin brand image in two different Spanish wine regions.<title content-type="abstract-heading">Design/methodology/approach</title>– 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.<title content-type="abstract-heading">Findings</title>– 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.<title content-type="abstract-heading">Research limitations/implications</title>– 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.<title content-type="abstract-heading">Practical implications</title>– 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.<title content-type="abstract-heading">Originality/value</title>– 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.