Designations of origin (DOs) are commercial brands of wide use in the agro-food sector. Its use in Spain has taken place for more than three decades and although wineries managers have incorporated these new forms of protection, little is known about their opinion and their point of view during the DO implementation process. In fact, the consumers' point of view has been the one most often analyzed in the literature. In the present study we analyzed extrinsic attributes of a wine with DO from the company point of view. In particular, we analyzed brand, product, price, packaging and label, and origin of the product following a qualitative analysis on interviews carried out with winemakers of the DO wine Ribera del Guadiana during the last decade. The qualitative analysis of the interviews was performed using the software package ATLAS/ti, designed for this type of data analysis in the form of large blocks of text. The results indicated that winemakers consider that they offer a good product to the market, and try to promote their brands using the origin of the product as a marketing strategy. From the company point of view, this protected DO (PDO) has important opportunities for positioning to create a sustainable competitive advantage, focusing on quality and the territorial differentiation.
OBJETIVO DEL ESTUDIO: El modelo estético corporal actual viene determinado por diferentes factores personales y socioculturales, siendo necesario profundizar su influencia e identificar las dimensiones en que se agrupan. METODOLOGÍA: Para eso, se evaluó la actitud de una muestra de 95 mujeres (saludables y enfermas de anorexia y bulimia) frente a la repercusión de su bienestar en determinados factores relacionados con el modelo estético corporal. En segundo lugar, se realizó un análisis factorial de Componentes Principales para determinar las dimensiones en que se agrupan. RESULTADOS Y CONCLUSIONES: Concluímos, que son tres las dimensiones de influencia extraídas: primera: "la dimensión social y de autoestima", segunda: "la dimensión sociocultural relacionada con los medios de comunicación" y tercera: "la dimensión de influencia del compañero y la aceptación". A pesar de ser mayor la influencia de los factores personales, familia, amigos y compañero, la "dimensión sociocultural mediática" es la que determina una diferencia mayor entre ambos grupos.
Usually, it is difficult to see a correlation between cinema and tourism; we simply have the idea that they are two extremely powerful forces. Nevertheless, when these forces are interconnected, they represent an unavoidable bout of success in the perspective of tourist images. And in today’s market, there is great competition between tourism companies whereby they are constantly creating and recreating new tourism destinations. This is, indeed, due to the importance of the establishment of a great self-image essential for a positive positioning in the market. For that reason, we intend to stress the importance that the positive images exhibited in cinematographic productions have on the construction of the brand value of a tourism destination. According to the results – it is logic to affirm, through the quantitative and qualitative analysis carried out in this study that film tourism gives a higher value to the brand image of the destinations portrayed reinforcing their brand equity.
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