Research Topics in Agricultural and Applied Economics

Volume: 2

Territory Image and Notoriety as Sources of Equity in the Wine Market

Author(s): Domingo Calvo Dopico

Pp: 73-84 (12)

DOI: 10.2174/978160805243111102010073

* (Excluding Mailing and Handling)

Abstract

The world wine market is mature, together with an increasingly global, open and very competitive environment. Companies have to face the challenge of achieving differentiated quality based on the creation of equity. One of the mechanisms to build this differentiation is the creation of strong brands. The objective of this paper is to find out which sources of brand equity could endow the product with a higher differentiation. To respond to this objective, we carried out a study with five Spanish collective brands: Rioja, Valdeorras, Ribeiro, Rias Baixas, and Ribera de Duero. A panel of 296 consumers assessed the dimensions of brand equity for each of them. Results reveal that the most important source of equity, from the consumer’s point of view, in explaining the formation of brand equity, is territory image. Territory image is a differentiating factor used by consumers to identify and recognise a specific brand among the many alternatives, as well as shaping an excellent source to equity in the consumer’s mind. Another important source of equity is notoriety. Individual or collective efforts in investments to create notoriety and territory image would be very important in creating a strong brand. This is an excellent way to build authentic brand equity. Regarding wineries, the procurement of authenticity will be critical in commanding price premiums and obtaining an advantage against potential competitors.


Keywords: Consumer behaviour, brand equity, wine market.

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      • 16. vendor/laravel/framework/src/Illuminate/Routing/ControllerDispatcher.php:43
      • 17. vendor/laravel/framework/src/Illuminate/Routing/Route.php:260
    • (select j.user_access_id,j.volume_id,j.user_id,j.from_ip,j.to_ip,j.type,j.track,"Trial Access" as access_base_text, CASE j.type WHEN 111 THEN true ELSE false END as terms_popup, "S" as content_download_type, null as restricted_user_access_key, null as restricted_user_access_type, CASE j.track WHEN 0 THEN false ELSE true END as tracksAccessByVolume,"chapter" as access_level, j.chapter_id from `user_access_chapter_trail` as `j` inner join `user_access_info` as `info` on `j`.`user_access_id` = `info`.`user_access_id` where ((j.from_ip <= 316522063 and j.to_ip >=316522063 )) and ((j.from_date <= 1740525717 and j.to_date >= 1740525717 and j.perpetual= 0) or (j.from_date is null and j.to_date is null and j.perpetual= 1)) and j.chapter_id = 2788) union (select j.user_access_id,j.volume_id,j.user_id,j.from_ip,j.to_ip,j.type,j.track,"Subscribed" as access_base_text, false as terms_popup, "S" as content_download_type, null as restricted_user_access_key, null as restricted_user_access_type, CASE j.track WHEN 0 THEN false ELSE true END as tracksAccessByVolume,"chapter" as access_level, j.chapter_id from `user_access_chapter_corporate` as `j` inner join `user_access_info` as `info` on `j`.`user_access_id` = `info`.`user_access_id` where ((j.from_ip <= 316522063 and j.to_ip >=316522063 )) and ((j.from_date <= 1740525717 and j.to_date >= 1740525717 and j.perpetual= 0) or (j.from_date is null and j.to_date is null and j.perpetual= 1)) and j.chapter_id = 2788) union (select j.user_access_id,j.volume_id,j.user_id,j.from_ip,j.to_ip,j.type,j.track,"Token Based Access" as access_base_text, false as terms_popup, "R" as content_download_type, j.uc_id as restricted_user_access_key, "v" as restricted_user_access_type, CASE j.track WHEN 0 THEN false ELSE true END as tracksAccessByVolume,"chapter" as access_level, j.chapter_id from `user_access_chapter_token` as `j` inner join `user_access_info` as `info` on `j`.`user_access_id` = `info`.`user_access_id` where ((j.from_ip <= 316522063 and j.to_ip >=316522063 )) and ((j.from_date <= 1740525717 and j.to_date >= 1740525717 and j.perpetual= 0) or (j.from_date is null and j.to_date is null and j.perpetual= 1)) and j.chapter_id = 2788)
      670μsalphaeurekaselec_live_10_06_2022UserAccess.php#1266
      Backtrace
      • 13. app/Models/UserAccess/UserAccess.php:1266
      • 14. app/Http/Controllers/ChapterController.php:1549
      • 15. vendor/laravel/framework/src/Illuminate/Routing/Controller.php:54
      • 16. vendor/laravel/framework/src/Illuminate/Routing/ControllerDispatcher.php:43
      • 17. vendor/laravel/framework/src/Illuminate/Routing/Route.php:260
    • select b.banner_link, b.banner_name, b.banner_script, b.banner_remarks, b.banner_file_name, b.banner_placement, bd.content_type, bd.content_id from `tbl_banner` as `b` inner join `tbl_banner_detail` as `bd` on `bd`.`banner_id` = `b`.`banner_id` inner join `users` as `u` on `u`.`id` = `b`.`updated_by` where `b`.`banner_ebook` = 1 and `bd`.`content_type` = 'B' and `bd`.`content_id` = 981 and `b`.`banner_from_date` <= 1740525717 and `b`.`banner_to_date` >= 1740525717 and `b`.`banner_status` = 'A' order by `b`.`banner_id` desc
      1.12msalphaeurekaselec_live_10_06_2022Banner.php#95
      Bindings
      • 0: 1
      • 1: B
      • 2: 981
      • 3: 1740525717
      • 4: 1740525717
      • 5: A
      Backtrace
      • 13. app/Models/Banner.php:95
      • 14. app/Http/helpers.php:404
      • 17. vendor/laravel/framework/src/Illuminate/Filesystem/Filesystem.php:124
      • 18. vendor/laravel/framework/src/Illuminate/View/Engines/PhpEngine.php:58
      • 19. vendor/laravel/framework/src/Illuminate/View/Engines/CompilerEngine.php:73
    • select count(*) as aggregate from `uc_cart_products` where cart_id='1d08ac8c8b7cbc226a4c4cd8756da5f9'
      250μsalphaeurekaselec_live_10_06_2022Cart.php#271
      Backtrace
      • 15. app/Models/Cart.php:271
      • 16. view::layouts._header:260
      • 18. vendor/laravel/framework/src/Illuminate/Filesystem/Filesystem.php:124
      • 19. vendor/laravel/framework/src/Illuminate/View/Engines/PhpEngine.php:58
      • 20. vendor/laravel/framework/src/Illuminate/View/Engines/CompilerEngine.php:73
    App\Models\Keywords
    3Keywords.php#?
    App\Models\Chapter
    1Chapter.php#?
    App\Models\Ebook
    1Ebook.php#?
        _token
        EbVhF3rK0KytaRAnl9IOP677gElFzzosAE7lmFnZ
        uc_cart_id
        1d08ac8c8b7cbc226a4c4cd8756da5f9
        _previous
        array:1 [ "url" => "https://alpha.eurekaselect.com/chapter/2788" ]
        _flash
        array:2 [ "old" => [] "new" => [] ]
        PHPDEBUGBAR_STACK_DATA
        []
        path_info
        /chapter/2788
        status_code
        200
        
        status_text
        OK
        format
        html
        content_type
        text/html; charset=UTF-8
        request_query
        []
        
        request_request
        []
        
        request_headers
        0 of 0
        array:17 [ "x-https" => array:1 [ 0 => "1" ] "host" => array:1 [ 0 => "alpha.eurekaselect.com" ] "priority" => array:1 [ 0 => "u=0, i" ] "cookie" => array:1 [ 0 => "wayfindertarget=eyJpdiI6Imx0QjhaMG1jODhRNXR2cG1mNjdETVE9PSIsInZhbHVlIjoiUjN5aVJKRGRWNGUzRi8vT1Q4NHNZd3hRNndmWi9HL3Brd2ZPMFlwelpDST0iLCJtYWMiOiJhMjRhMDJiMmRiOGFiMTE3NDIyMDhhMWE1ZDZmOWRjZjZiYjgxNDQ2YjAzNDNmNTA2ZDU3OGQ2NWRhNjJhYzRlIiwidGFnIjoiIn0%3Dwayfindertarget=eyJpdiI6Imx0QjhaMG1jODhRNXR2cG1mNjdETVE9PSIsInZhbHVlIjoiUjN5aVJKRGRWNGUzRi8vT1Q4NHNZd3hRNndmWi9HL3Brd2ZPMFlwelpDST0iLCJtYWMiOiJhMjRhMDJiMmRiOGFi" ] "accept-encoding" => array:1 [ 0 => "gzip, deflate, br, zstd" ] "sec-fetch-dest" => array:1 [ 0 => "document" ] "sec-fetch-user" => array:1 [ 0 => "?1" ] "sec-fetch-mode" => array:1 [ 0 => "navigate" ] "sec-fetch-site" => array:1 [ 0 => "none" ] "accept" => array:1 [ 0 => "text/html,application/xhtml+xml,application/xml;q=0.9,image/avif,image/webp,image/apng,*/*;q=0.8,application/signed-exchange;v=b3;q=0.7" ] "user-agent" => array:1 [ 0 => "Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)" ] "upgrade-insecure-requests" => array:1 [ 0 => "1" ] "sec-ch-ua-platform" => array:1 [ 0 => ""Windows"" ] "sec-ch-ua-mobile" => array:1 [ 0 => "?0" ] "sec-ch-ua" => array:1 [ 0 => ""HeadlessChrome";v="129", "Not=A?Brand";v="8", "Chromium";v="129"" ] "cache-control" => array:1 [ 0 => "no-cache" ] "pragma" => array:1 [ 0 => "no-cache" ] ]
        request_cookies
        0 of 0
        array:1 [ "wayfindertarget" => null ]
        response_headers
        0 of 0
        array:5 [ "content-type" => array:1 [ 0 => "text/html; charset=UTF-8" ] "cache-control" => array:1 [ 0 => "no-cache, private" ] "date" => array:1 [ 0 => "Tue, 25 Feb 2025 23:21:57 GMT" ] "set-cookie" => array:2 [ 0 => "XSRF-TOKEN=eyJpdiI6InQ2T2JPVGVmdjhLL0REejc5Z0tZTkE9PSIsInZhbHVlIjoiWXBxRHlpdVNYaUVCK3hYUXVGaEsxZHJEM3JWQ0FrMjd5ZE9KNmZQeU1CdkdTRnFQNGJqVkM4ak9vc04rOUNveUF0ZW5RWjVIVUprcTBnbm5lV0pGVkFMWGFRL2I0b3dNeVdOZy9XamRzSzBiZS9qRHJOSkRWZkJJWE1VL016aDkiLCJtYWMiOiI5ODE0OWQ5NzMzNmRjNzNlM2VmZjdmOTU1ZGZlNzE3YThmYTY3MWNiZDhiZGIxZWU5YjY1NTZhMWVkZDlmNzJkIiwidGFnIjoiIn0%3D; expires=Fri, 28 Feb 2025 11:21:57 GMT; Max-Age=216000; path=/; secure; samesite=laxXSRF-TOKEN=eyJpdiI6InQ2T2JPVGVmdjhLL0REejc5Z0tZTkE9PSIsInZhbHVlIjoiWXBxRHlpdVNYaUVCK3hYUXVGaEsxZHJEM3JWQ0FrMjd5ZE9KNmZQeU1CdkdTRnFQNGJqVkM4ak9vc04rOUNveUF0ZW5RW" 1 => "alphaeurekaselectnet_session=eyJpdiI6IkJNcml6aERVbTJhT3hHQWVlMVdmVGc9PSIsInZhbHVlIjoiK2E4N1RiNnNKcDBRQWo5TlZqVDE4algvR0ZuLzdHYytwenB6YmJtbzJVMmJZQTBuQkdMVytHRUtWRmhyUWNIbWFPSU1lbnl6RmJvYlg5YjdudG1XdU5nR0NPQlg1NXRTZmZNMjdsb1F5Y29oRzFRRUZOU1BCbWovMGtJYU9BWUYiLCJtYWMiOiJlNDFiMjUyNzA3NTBhMzFmMDNlZjdhM2RkNjNhZjI4OGJjOWNkYzRiOTA2MDVmYTdiMWExZDNiZGRjM2I1MDQ0IiwidGFnIjoiIn0%3D; path=/; secure; httponly; samesite=laxalphaeurekaselectnet_session=eyJpdiI6IkJNcml6aERVbTJhT3hHQWVlMVdmVGc9PSIsInZhbHVlIjoiK2E4N1RiNnNKcDBRQWo5TlZqVDE4algvR0ZuLzdHYytwenB6YmJtbzJVMmJZQTBuQkdMVytHRUt" ] "Set-Cookie" => array:2 [ 0 => "XSRF-TOKEN=eyJpdiI6InQ2T2JPVGVmdjhLL0REejc5Z0tZTkE9PSIsInZhbHVlIjoiWXBxRHlpdVNYaUVCK3hYUXVGaEsxZHJEM3JWQ0FrMjd5ZE9KNmZQeU1CdkdTRnFQNGJqVkM4ak9vc04rOUNveUF0ZW5RWjVIVUprcTBnbm5lV0pGVkFMWGFRL2I0b3dNeVdOZy9XamRzSzBiZS9qRHJOSkRWZkJJWE1VL016aDkiLCJtYWMiOiI5ODE0OWQ5NzMzNmRjNzNlM2VmZjdmOTU1ZGZlNzE3YThmYTY3MWNiZDhiZGIxZWU5YjY1NTZhMWVkZDlmNzJkIiwidGFnIjoiIn0%3D; expires=Fri, 28-Feb-2025 11:21:57 GMT; path=/; secureXSRF-TOKEN=eyJpdiI6InQ2T2JPVGVmdjhLL0REejc5Z0tZTkE9PSIsInZhbHVlIjoiWXBxRHlpdVNYaUVCK3hYUXVGaEsxZHJEM3JWQ0FrMjd5ZE9KNmZQeU1CdkdTRnFQNGJqVkM4ak9vc04rOUNveUF0ZW5RW" 1 => "alphaeurekaselectnet_session=eyJpdiI6IkJNcml6aERVbTJhT3hHQWVlMVdmVGc9PSIsInZhbHVlIjoiK2E4N1RiNnNKcDBRQWo5TlZqVDE4algvR0ZuLzdHYytwenB6YmJtbzJVMmJZQTBuQkdMVytHRUtWRmhyUWNIbWFPSU1lbnl6RmJvYlg5YjdudG1XdU5nR0NPQlg1NXRTZmZNMjdsb1F5Y29oRzFRRUZOU1BCbWovMGtJYU9BWUYiLCJtYWMiOiJlNDFiMjUyNzA3NTBhMzFmMDNlZjdhM2RkNjNhZjI4OGJjOWNkYzRiOTA2MDVmYTdiMWExZDNiZGRjM2I1MDQ0IiwidGFnIjoiIn0%3D; path=/; secure; httponlyalphaeurekaselectnet_session=eyJpdiI6IkJNcml6aERVbTJhT3hHQWVlMVdmVGc9PSIsInZhbHVlIjoiK2E4N1RiNnNKcDBRQWo5TlZqVDE4algvR0ZuLzdHYytwenB6YmJtbzJVMmJZQTBuQkdMVytHRUt" ] ]
        session_attributes
        0 of 0
        array:5 [ "_token" => "EbVhF3rK0KytaRAnl9IOP677gElFzzosAE7lmFnZ" "uc_cart_id" => "1d08ac8c8b7cbc226a4c4cd8756da5f9" "_previous" => array:1 [ "url" => "https://alpha.eurekaselect.com/chapter/2788" ] "_flash" => array:2 [ "old" => [] "new" => [] ] "PHPDEBUGBAR_STACK_DATA" => [] ]
        ClearShow all
        Date ↕MethodURLData
        #12025-02-25 23:21:57GET/chapter/2788112195