Attitudes of manufacturers toward the value attributes of regional product brands

The increasing consumption of regional products is pivotal in fostering regional development, a phenomenon analyzed in various academic discourses. This article aims to contribute to the existing knowledge base by exploring the attributes of regional brands of products, specifically from the perspective of regional producers (regional brand of product holders). Unfortunately, this topic remains underexplored within academia, resulting in the need for an in-depth investigation. The article undertook a comprehensive analysis of articles in reputable databases such as Web of Science and Scopus, focusing on brand, brand equity, and regional product brands to address this research gap. The primary objective of this article is to describe the attitudes of regional brand producers towards attributes of brand equity in the case of regional brand products. The paper also presents the outcomes of quantitative marketing research. The research employed the computer-assisted web interviewing (CAWI) method, collecting data between November and December 2023. The presented research is based on a substantial sample of 101 respondents from the Czech Republic. The statistical software IBM SPS Statistics and XLSTAT program were subsequently used for data calculation and presentation. Semantic differential, descriptive statistics, and hierarchical cluster analysis were applied to the data analysis. It was found that some groups of regional producers have similar attitudes toward the attributes of regional product brands. All results and findings are then discussed. Exploration advances the understanding of regional product brands’ dynamics and provides a valuable foundation for future research in this field.