1,720,994 research outputs found
Cause Related Marketing e comportamento del consumatore: lo stato dell’arte
No full textCause related marketing strategy appears and improves its potentialas response to the people need to shape their purchase behavior in relationto the social responsibility mission of the firm. Consumers are stillattracted by brand value and product features but they pay even moreand more attention to the ethic dimension of the firm, that could becomean important driver of the decision making process. The socialvalue of the product can be considered as an added attribute that enrichalternatives and influence consumer purchase preferences. Thepresent work aims to shed light on the most important literary contributionsthat approach the cause related marketing study in a consumerbehaviour point of view
Cause Related Marketing e comportamento del consumatore
No full textIl percorso teorico e concettuale da cui muove l’intero lavoro di ricerca parte da un’analisi manageriale delle strategie di cause related marketing e, nello specifico, degli obiettivi che l’azienda si pone nel momento in cui decide di intraprendere una strategia di marketing socialmente responsabile. Il raggiungimento di tali obiettivi presuppone un concreto coinvolgimento del consumatore, al quale è richiesto di modificare il proprio comportamento d’acquisto in relazione alla possibilità di fare una gesto nobile. Le strategie di cause related marketing, infatti, si distinguono da tutte le altre forme di corporate giving, essenzialmente per il coinvolgimento attivo richiesto al consumatore. Dalla sua decisione d’acquisto responsabile dipende la donazione a favore della causa e il successo dell’iniziativa. Da qui l’attenzione si sposta sul consumatore al fine di capire qual è il suo ruolo nella riuscita di tali strategie. L’intento è quello di scendere nel dettaglio attraverso una presentazione mirata dei principali lavori di ricerca che, in passato, si sono occupati del comportamento del consumatore nei confronti dei prodotti cause related. A tal fine si fornirà una rassegna puntuale della letteratura di consumer behavior che si è occupata di tale argomento.La seconda parte del lavoro ha invece una natura essenzialmente sperimentale allo scopo di verificare le ipotesi di ricerca nate dalla attenta analisi del contesto teorico di riferimento precedentemente esposto. Infine l’ultima parte è dedicata alle riflessioni conclusive che sono emerse in relazione al lavoro di ricerca e alle implicazioni manageriali dei risultati presentati
Cause related marketing e le influenze sul processo decisionale del consumatore: analisi sperimentale
No full textLa gestione della comunicazione di marca in contesti esteri
No full textLa proiezione di un brand oltre il confine costituisce al tempo stesso un'opportunità ma anche una sfida, poiché molti sono gli elementi che devono essere presi in considerazione nell'approccio con altre culture. Dalla definizione della visual identity, attraverso l'elaborazione del play-off, nonché dell'intera strategia comunicativa della marca, le imprese che operano a livello internazionale sono protagoniste di una continua tensione alla ricerca dell'equilibrio la standardizzazione e l'adattamento al contesto locale
Co-branded cause-related marketing campaigns: the importance of linking two strong brands
No full textThe aim of this study is to analyse the potential of a co-branding strategy in cause-related marketing campaigns, in contrast to most studies’ underestimation of the role of brands involved in such programmes. In particular, the study applies assumptions confirmed in for-profit co-branding campaigns to the peculiar context of social-driven activities. The intent is to understand which brand is most important in consumers’ minds to improve consumers’ opinions and intentions to act on a cause-related product. The study consists of an experimental 2 (for-profit brand awareness: high; low) × 2 (non-profit brand awareness: high; low) between-subject design. The results highlight the central role played by the non-profit brand. The for-profit brand alone exerts no main effect on the dependent variables, whereas the non-profit brand shows a significant impact on purchase likelihood. Moreover, an interactive effect of both brands together affects consumers’ attitudes and expected price. The findings shed light on the effectiveness of a co-branding strategy in cause-related marketing programmes and emphasise the advisability for non-profit brand marketers to understand the importance of building strong brands
Brand awareness or brand credibility? This is the matter in a co-branded cause related marketing program
No full textThe aim of this study is to analyse the potential of a co-branding strategy in cause related
marketing (CRM). The intent is to verify the role of brand awareness and brand credibility
on consumers’ intention toward a co-branded cause related product. The study consists of an
experimental between subject design. Findings show that brand awareness, and not brand
credibility, is able to affect consumers’ willingness to buy and to pay for the product. Even if
a for-profit brand is not so credible, it could reach positive results in a CRM co-branded
campaign together with a well-known non-profit brand
Cause releted mareketing and country of origin effect
No full textPrevious studies suggested that former belief about the country of origin have a role inorienting consumers purchasing decisions. The purpose of this research is to investigate theextent to which the effectiveness of a cause related marketing program (CRM) might beinfluenced by previous belief about the product country of origin. The study consists of anexperimental 2X2 between subjects design. Results show significant interaction betweenprevious convictions about a country in defining consumer willingness to pay for the causerelated product, their purchase intention and a main effect of the country social involvementon consumers confidence in CRM program
Il ruolo della Brand Community nella definizione dell’immagine di marca
No full textFrom the firm point of view, a brand community is defined as a “structured set of relationship among people who are keen of a brand” (Mc Alexander et al. 2002). From the consumers’ perspective, a brand community belongs to the experiential context expressing a network of relations, between the consumers and the brand, in which the individual is immersed. This varied network of experiences could become an important source of influence on consumers perception of the brand. (Franke, Shah, 2003). The central hypothesis of the present research is that the most relevant effect of the information and experiences happening within a brand community should influence the network of informative elements and mental associations that the consumers link to the brand (Keller, 1993). How can the experience within a brand community help to reinforce and stimulate strong, favourable and unique (Keller, 1993) associations related to the brand? A brand community is only a communication channel or it can become a concrete tool to build brand image? The members and the non members of the community have a different perception of the same brand? The aim of the present study is to reveal the Nutella mental band map that is structured in Nutellaville users’ mind and These are the main questions this research project would like to find an answer through the analysis of the image of a brand, such as “Nutella”, which boasts a crowded and animated brand community: “Nutellaville”. The aim of the present study is to reveal the Nutella mental band map that is structured in Nutellaville users’ mind and and compare it with the Nutella map of consumers who do not attend and experienced the community. To reach this goal authors have chosen to adopt the Brand Concept Map (Roedder et al, 2006) methodology because it allows to map the mental associations related to a brand conciliating the depth of the qualitative research with the capability to obtain solid aggregate constructions. The comparison between the two Nutella concept maps shied light on the influences of taking part in Nutellaville on the brand image perception. Results of the present research offer interesting insights on community experiences nature and their role in defining brand associations
L’effetto paese d’origine sul comportamento del consumatore verso i prodotti cause related: intenzione all’acquisto, disponibilità a pagare e valutazione delle iniziative di cause related marketing
No full textL’obiettivo del presente lavoro di ricerca è quello di investigare il ruolo dell’effetto del paese d’origine nel contesto delle iniziative di cause related marketing. Le ipotesi riguardano l’influenza delle credenze relative al paese d’origine del prodotto sull’intenzione all’acquisto e sulla percezione da parte dei consumatori di tali iniziative. Lo studio consiste di un disegno sperimentale 2X2 between subjects. I risultati mostrano influenze significative del paese d’origine sulla attrattività del prodotto, sull’intenzione all’acquisto, sulla disponibilità a pagare e sulla percezione di utilità sociale della iniziativa. La provenienza del prodotto non ha effetti rilevanti sull’atteggiamento e sull’importanza attribuita alla mission causa sociale
For-profit or non-profit brands: Which is more effective in a cause-related marketing programme?
No full textThe aim of the present study is to investigate the role of awareness of for-profit vs non-profit brands in consumers’ perception of cause-related products linking two brands in a co-branding strategy. The intention is to determine which partner’s brand awareness plays the most important role in improving positive perception of the cause-related programme and product in branding initiatives of this kind. The study is a 2 (profit brand awareness: high; low) x 2 (non-profit brand awareness: high; low) between-subject experimental design. The results reveal significant interaction between awareness of for-profit and non-profit brands in defining consumers’ willingness to pay for the cause-related product and the key impact of awareness of the two partner brands on the likelihood that consumers will make a purchase
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