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Regional Branding: Customer's Experience with the Certified Products

Author

Listed:
  • Klára Margarisová

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Prague, Czech Republic)

  • Lucie Vokáčová

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Prague, Czech Republic)

  • Kateřina Kuralová

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Prague, Czech Republic)

  • Tomáš Hlavsa

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Kamýcká 129, 165 21 Prague, Czech Republic)

Abstract

This article focuses on the experience of Czech customers with the purchase of products labelled by the Association of Regional Brands and Bohemian Paradise Association. The aim of this paper is to evaluate selected indicators associated with purchasing certified regional products. The studied characteristics focus on the knowledge and perception of several chosen microregional brands and on the purchase of a certified product itself. The article presents the results of research conducted through a questionnaire survey, whose 1390 respondents are residents as well as visitors of eight different micro-regions in the Czech Republic. Awareness of regional brands within the sample surveyed is around 46 %. The relationship between awareness of regional brand and respondents' age, education and status towards the region has been identified. The perception of consumers considered, a brand is most often associated with tangible products, namely food and agricultural produce. Consumers view brands chiefly as a guarantee of production in the given region and a certain tradition. Most often, the respondents take notice of brands on the packaging of a particular certified product.

Suggested Citation

  • Klára Margarisová & Lucie Vokáčová & Kateřina Kuralová & Tomáš Hlavsa, 2018. "Regional Branding: Customer's Experience with the Certified Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(6), pages 1549-1556.
    • Handle: RePEc:mup:actaun:actaun_2018066061549
    DOI: 10.11118/actaun201866061549
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    References listed on IDEAS

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    1. Oliver Mauroner & Josephine Zorn, 2017. "Cluster branding - a case study on regional cluster initiatives, cluster management, and cluster brands," International Journal of Innovation and Regional Development, Inderscience Enterprises Ltd, vol. 7(4), pages 290-312.
    2. Ladislav Pilař & Tereza Balcarová & Stanislav Rojík, 2016. "Farmers' Markets: Positive Feelings of Instagram Posts," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 2095-2100.
    3. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    4. Jan Czeczelewski, & Andrzej Tucki, & Ewa Czeczelewska, 2017. "The Use Of Cluster Analysis In The Research On Shopping Preferences Regarding Regional Products From Lubelskie Voivodeship," Journal of Agribusiness and Rural Development, University of Life Sciences, Poznan, Poland, vol. 43(01), March.
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    Cited by:

    1. Martina Chalupová & Stanislav Rojík & Hana Kotoučková & Lenka Kauerová, 2020. "Food Labels (Quality, Origin, and Sustainability): The Experience of Czech Producers," Sustainability, MDPI, vol. 13(1), pages 1-13, December.
    2. Na Xu & Yanpu Zhao & Shun Qin, 2023. "Exploring Business Owners’ Engagement Behavior for Promoting Regional Brands in China: An Empirical Analysis Based on the TPB and ABC Theory," Sustainability, MDPI, vol. 15(14), pages 1-20, July.
    3. Colamartino, Chiara & Dipierro, Anna Rita & Toma, Pierluigi & Frittelli, Massimo, 2023. "What lies behind the success of Italian GIs products? Questioning tradition in consortia via aggregated conditional efficiency," Socio-Economic Planning Sciences, Elsevier, vol. 87(PB).

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