1,721,085 research outputs found
Negative Emotions Towards Brands: Theoretical Perspectives, Measurement and Future Research
No full text
Multi-Channel integration strategies and environmental aspects: a conceptual framework in retailing
No full textIn recent years Internet has had a great impact in value chain upstream activities (B2B) and downstream activities (B2C) especially in retail markets. In particular, technology has changed the way consumers interact and transact with retailers, influencing their offline behaviours as well. In this context, multi-channel (click-and-mortar) strategies are considered essential to grow in the current competitive environment. Channel marketing literature has underlined the importance and the advantages of developing a multi-channel integration strategies, but despite these advices, empirical analyses have verified different levels of multi-channel integration, in which only 7% of firms in the USA, and rare cases in Europe, has reached a complete channel integration. This phenomenon has not been completely analysed yet and earlier studies have particularly evaluated internal elements affecting the decision of channel integration (type of product, firm structure and resources) and few of them have studied more environmental elements (competitors, consumers, IT readiness, market characteristics and national environment). This paper responds to the literature request of a more contribution on the subject, reviewing innovation diffusion literature and retail channel strategy theories. The aim of this work is the creation of a conceptual framework that develops hypothesis about the relations between multi-channel integration strategies in retailing and environmental aspects
Globalization Vs. Territorial Markets: selling typical products on the Internet
No full textTechnology, and most of all Internet, is considered the most important tool for the ongoing economic globalization process, allowing the commercialization of standardized products on a large international scale (Levitt, 1983). Internet is also the real opportunity for micro companies to reach foreign markets at affordable costs (Hoffman and Novak, 1996).
This paper focuses on the case of sales of gastronomic typical products on the Internet, probably one of the best e-commerce applications. In fact, no any other old goods can suit so naturally to the virtual market as typical products do. Two are the fundamental characteristics of typical, “made in” products: first of all, they have to be specialty goods, differentiated from their competitors; then they have to be regional goods, that means having deep roots in their original territory. In the second part of the paper it will be interpreted how typical products find in Internet the way to valorize their local and regional diversities on international markets: this way Internet has reversed the famous international management postulate “think global, act local” into a new one: “think local, act global”. Moreover, a partial empirical research about Italian companies selling gastronomic products on the Internet will be illustrated in order to verify quantitatively and qualitatively the state of art of this virtual business
Relation between ingredient co-branding value and OEM’s loyalty: an analysis in Italian energy industry
No full textAvailable studies mostly consider ingredient co-branding as targeted to final customers only.
The purpose of this paper is to demonstrate that this strategy can have an impact on buyerseller
relationships, as well. A model including three antecedents (i.e. perceived co-branding
value, seller’s brand image, and seller’s responsiveness) of Original Equipment
Manufacturer’s (OEM) loyalty toward the component’s supplier is suggested and tested
within the industry for energy components. The analysis of the 95 usable answers received
from OEMs, supports the model and highlights the specific impact of the perceived cobranding
value. For the first time the role of co-branding has been separated from branding
value in OEM’s buying process and findings demonstrate that industrial buyers are more loyal
when they perceive a high co-branding benefit. Finally, this study provides important
implications for future researches
Multi-Channel Integration Strategies in Retailing: An Exploratory Analysis in the PC And Electronics Industries
No full textOEM’s value through ingredient co-branding strategy: a case in the energy industry
No full textPurpose of the paper: despite the increasing popularity of ingredient branding strategies, little is known about the industrial customers’ perception of ingredient co-branding strategies in industrial contexts. The purpose of this study is to investigate this issue, which together with brand image and responsiveness can be considered antecedents of industrial customers’ loyalty.
Methodology: the results are drawn from an e-mail survey sent by the authors to a sample of Italian customers of a multinational ingredient supplier in the electric-energy industry. A factorial analysis and a linear regression are implemented to isolate the perceived co-branding value and to identify its impact on the customers’ loyalty.
Findings: the perceived co-branding value is a unique construct that - together with brand image and responsiveness - strongly predicts the loyalty for all of the ingredient supplier’s customers.
Originality and limits: this paper contributes to the understanding of the role of ingredient co-branding in the buyer-seller relationship in an industrial context. Nevertheless, the research presents some limits: it is conducted in one industry and in one country only. Thus, caution is required before generalizing the results.
Practical implications: the findings suggest that co-branding strategies are effective in reinforcing buyer-seller relationships
I fattori esogeni ed endogeni influenti sulle strategie di integrazione multicanale: un’analisi nel retailing in Europa
No full textL’integrazione tra diversi canali di vendita è una delle decisioni strategiche più attuali nel settore del commercio al dettaglio. Questo lavoro si propone di analizzare alcuni dei fattori esogeni ed endogeni influenti sulle decisioni d’integrazione multicanale del retailing europeo. Apparentemente sembrerebbe che ogni nazione manifesti un livello d’integrazione multicanale differente secondo il livello di maturità tecnologica dei consumatori locali. Attraverso una content analysis, invece, questo studio rivela che sono soprattutto i fattori endogeni alle imprese commerciali (potere di canale e gruppo di proprietà) a influenzare la scelta di integrazione multicanale. Si evincono quindi importanti implicazioni per i manager del retailing e stimoli per possibili future ricerche sul tema
- …
