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Research Of Influence Of Autochthonous Regional Products On Regional Brand- Example Of The Istrian Region

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  • Ernes Oliva

    (University of Juraj Dobrila, Pula)

  • Marko Paliaga

    (University of Juraj Dobrila, Pula)

Abstract

Development of regional brands has become increasingly important over the last years. The main distinctive elements of regional marketing are its autochthonous products. They enable regional differentiation and create premises for the development of regional brands of autochthonous products. Development of regional brands of autochthonous products makes it possible for the region to preserve its identity, at the same time generating a positive image of the region and creating a positive customers' perception of the region. Autochthonous products guarantee quality for customers and marketing promotion for the region. For this reason, we can say that development of regional brands of autochthonous products may create a positive image of the region used as a basis for establishing a regional brand. Preliminary research has been carried out for the needs of the present paper. It indicates particular autochthonous products that are specific for Istria and that make it recognisable, in addition to their significance for the image and identity of the region. Research sample included 181 respondents, through a standardised questionnaire distributed through Facebook and a specialised database created especially for these purposes.

Suggested Citation

  • Ernes Oliva & Marko Paliaga, 2012. "Research Of Influence Of Autochthonous Regional Products On Regional Brand- Example Of The Istrian Region," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 21(1), pages 363-380, june.
    • Handle: RePEc:avo:emipdu:v:21:y:2012:i:1:p:363-380
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    References listed on IDEAS

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    1. G. M.P. Swann, 2009. "The Economics of Innovation," Books, Edward Elgar Publishing, number 13211.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    branding; regional branding; autochthonous products; agricultural products;
    All these keywords.

    JEL classification:

    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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