The Influence of the Region of Origin Image on the Customer-Centered Brand Value - An Example of the Azores Brand

Abstract

This study aims to observe how the image of region of origin builds up the brand’s equity, through the example of the Azores Brand – “Marca Açores”. The goal is to analyze what “Marca Açores” brings to the Azores Region, either for the final consumer or the companies that support the brand. For this study, were created structured interviews and questionnaires, in order to collect the largest possible number of information with quality and reliable. This investigation was based on the model – Brand Equity – by Yasin, Noor & Mohamad (2007), that analyzes the influence between the image of region of origin on the brand equity dimensions (brand awareness/association, brand loyalty and brand distinctiveness) and consequentially on the brand’s equity. The results revealed that the image of region of origin has a positive impact on the construction of the brand’s equity; in other words, the image that the final consumer and companies have on the Azores Region influences the buildup of the brand equity of “Marca Açores”. This study also allowed to conclude the factor that most influences the brand’s equity is loyalty, which leads us to suggest greater dedication to create loyalty to its customers and companies adherent to “Marca Açores”. In general, both final consumer and companies of the “Marca Açores” are satisfied with the brand and consider it an important asset to promote the Azores Region. However, it’s still necessary to work on the brand notoriety, due to several individuals still not knowing about “Marca Açores”.