Research on the place-of-origin effect has proliferated in recent decades, although there are still gaps in this field, especially in relation to the region-of-origin (ROO) and to the influence of certain moderating variables on the effect. The purpose of this paper is to analyse the ROO effect in the purchase of wine, paying special attention to the moderating role played by familiarity. Via a survey of 427 consumers carried out in the region of Extremadura (Spain), the paper study how variables as the region's overall image, its image as a wine producer, the perceived quality of its products, and consumer ethnocentrism affect the intention to purchase regional wines. To reach that goal, a structural equation model was applied using the Partial Least Square technique to identify the variables that explain and moderate this intention. The results show the region's overall image (2.65% of contribution to the purchase intentions explained variance), its image as a wine producer (8.39%), the perceived quality of its products (22.42%), and consumer ethnocentrism (10.23%) to affect the purchase intentions directly and indirectly. The confirmation of a moderating effect of familiarity in one of the model relationships contributes to give answer to one of the most significant questions in marketing theory about the origin effect. These results have important managerial implications for policy decision-makers, confirming the value of implementing communication campaigns that pursue improvement of the region's image as a brand.Additional key words: Spanish wine market; partial least square; structural equation modelling; consumer behaviour; region image; perceived quality; consumer ethnocentrism.

Designations of origin are essential brands in the agro-food market to define marketing strategies. The establishment of designations of origin in Spain has taken place during the last two decades and agro-food products have been adapted to these protection forms. However, little is known about wineries manager's point of view during the introduction process. In this work, we have analyzed the introduction and development of a designation of origin of wine from the company point of view. To this end, we carried out a qualitative analysis of interviews conducted to winemakers of this form of protection of food products. In the period studied, the consideration of the winemakers interviewed towards their designation of origin increased to a clear commitment to this form of protection of agro-food products. The majority opinion among the winemakers about what the PDO should offer the market leant more towards the product than the brand, reaching consumers with a quality product and from there to get it associated with its brand. This process has taken place during the period studied because while some winemakers still consider the product to be more important than the brand, others have already begun the process of promoting and strengthening their brands, aware that the consumer already perceives the product's quality. It can be concluded therefore that the origin attribute is very important for brands belonging to the agro-food sector, useful to create an origin-based marketing strategy.Additional key words: agro-food; brand; qualitative analysis; quality. ResumenAnálisis de la introducción y el desarrollo de una denominación de origen desde la perspectiva de la empresa: el caso de la DO de vino Ribera del GuadianaLas denominaciones de origen (DO) son marcas esenciales en el mercado agroalimentario para definir estrategias de marketing. En España se han establecido durante las dos últimas décadas y los productos agroalimentarios se han adaptado a estas formas de protección. Sin embargo, poco se conoce acerca del punto de vista de productores y empresarios durante el proceso de implantación. En este trabajo, hemos analizado la introducción y el desarrollo de una DO desde la perspectiva de la empresa, llevando a cabo un estudio cualitativo de las entrevistas realizadas a los empresarios que emplean esta forma de protección. En el periodo estudiado, la consideración de los empresarios entrevistados acerca de su DO se incrementó hacia un claro compromiso a esta forma de protección de productos agroalimentarios. La opinión mayoritaria entre los bodegueros sobre lo que la DO debería ofrecer al mercado se inclina más hacia el producto que la marca, convenciendo al consumidor con un producto de calidad y a partir de ahí conseguir que se asocie a la marca. Este proceso ha tenido lugar durante el periodo estudiado, porque mientras algunos bodegueros aun consideran que el producto es más importante que la marca, otros han comenzado ya el proceso de promoción y fortalecimiento de sus marcas, conscientes de que el con...

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.

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