RESEARCH OF INFLUENCE OF AUTOCHTHONOUS REGIONAL PRODUCTS ON REGIONAL BRAND- EXAMPLE OF THE ISTRIAN REGION

Ernes Oliva and Marko Paliaga ()
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Ernes Oliva: University of Juraj Dobrila, Pula
Marko Paliaga: University of Juraj Dobrila, Pula

Economic Thought and Practice, 2012, vol. 21, issue 1, 363-380

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.

Keywords: branding; regional branding; autochthonous products; agricultural products (search for similar items in EconPapers)
JEL-codes: M31 O13 Q13 (search for similar items in EconPapers)
Date: 2012
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