228 research outputs found
Cobranding e strategie di estensione: alcune evidenze sperimentali
No full textThe paper summarizes the main results of two studies, focused on the contribution of co-branding to the success of a brand extension strategy. The first study analyzes how product fit of a co-branded extension may influence the consumers evaluation of a count-erestension. The second study investigates the impact of a particular feature of the hosting brand: the dominance, as intensity of the association between the brand and its original product category
Marketing challenges in a connected world
No full textIn recent years, business environmental conditions are changing faster and faster, providing tremendous challenges to marketing practitioners, researchers, and teachers. A further concern faced by our discipline seems to be a weaker linkage between marketing scholarship and marketing practice, as well as the diminished influence of marketing in companies.
On the former point, it is time that marketing research goes back to drive changes in marketing practice, as it did in the past. In view of that, our research reviewing process should try to foster the production of new ideas, more than incrementalism and endless validation.
On the latter point, we are living a paradox. Marketers are being
marginalized right now that the top management is finally recognizing that customers are the core asset of their firms, the only one that they cannot give up.
The article is a virtual roundtable on these issues coordinated by
Alessandro Arbore and Bruno Busacca with the contributions of professors Bernard Cova, Kevin Keller and Ivan Snehota
Understanding the Factor Structure of Customer Satisfaction in Business Markets
No full textAlthough creating value for the customer has long been commonly recognized as a pivotal determinant of long business success, the way it is realized has undergone important changes in business-to-business contexts in recent years. In fact, in the past decade, many business customers have decided to forge closer relationships with fewer suppliers, who in turn tend to serve their customers in a broader logic of “business solution” (Capon, 2001). It follows an increase in the breath and depth of the supplier-buyer relationships, that have important implications on the value requirements made by the customers in such a business context. An important consequence of these changes has been the broadening of the dimensions over which the customers make their assessment about the value delivered by their suppliers. As the dimensions of value increase, designing the value proposition with attributes that would maximize the value perception and, consequently, the customer satisfaction gets critical.
Traditionally, multiple-regression models have been employed to identify the key attributes into which managers should invest resources to improve customer satisfaction (e.g., Bolton and Drew, 1991; Wittink and Bayer, 1994). These well accepted, “key drivers” models of customer satisfaction are based on the assumption that attribute-level performance and overall satisfaction are linked through a linear and symmetric relationship. As key attribute performance scores increase (decrease), satisfaction increases (decreases) proportionally. In this vein, satisfaction and dissatisfaction are thought of as two sides of the same coin. An increasing body of research has been revealing the existence of a nonlinear and asymmetric response of satisfaction to attribute-level performance (Kano, 1984, Cadotte and Turgeon, 1988a , 1988b; Johnston, 1995; Matzler, Hinterhuber, Bailom and Sauerwein, 1996; Vavra, 1997; Mittal, Ross and Baldasare, 1998) and documenting the serious danger of misallocation of resources resulting from viewing the world through a linear and symmetric lens (Anderson and Mittal, 2000). This literature has shown that while some attributes are relatively important in determining satisfaction, others are not critical to consumer satisfaction but are related to dissatisfaction when performance on them is unsatisfactory. The identification of these satisfier and dissatisfier attributes implicitly suggests that satisfaction and dissatisfaction are not opposites on a single factor continuum, but they represent distinct factors of the customer satisfaction construct. The development of viable satisfaction measurement procedures for identifying the factor structure of customer satisfaction is paramount to correctly prioritize the resource allocation bound to improve the attribute performance (Mittal, Ross and Baldasare, 1998; Anderson and Mittal, 2000; Busacca and Padula, 2005).
Yet, although widely recognized, this “factor theory” of customer satisfaction still needs to be further tested and corroborated, and the methodology to identify the factor structure of customer satisfaction still need to be validated. This study realizes an empirical test of this theory based on customer satisfaction data collected from a firm operating in a business-to-business context. The purpose of this study is threefold. First, it shows empirically and discuss the limitations of the traditional “key drivers” analysis, demonstrating that the traditional Importance-Performance Analysis (Martilla and James, 1977) is misleading based on the predictions of the three factor theory of customer satisfaction. Second, it shows empirically and discuss the limitations of the Importance-Grid proposed by Vavra (1997) to identify the three satisfaction factors. Third, it tests empirically the asymmetric and non linear relationships between attribute-level performance and overall satisfaction using a regression analysis with dummy variables, and discuss the superiority of this methodology with respect to the Importance-Grid approach for the identification of the factor structure of customer satisfaction
I prodotti agroalimentari italiani negli Stati Uniti e il ruolo del marketing
No full textIl saggio analizza le prospettive offerte dal mercato statunitense per l'esportazione dei prodotti agroalimentari italiani, evidenziando le criticità che le imprese sono chiamate ad affrontare per cogliere le opportunità presenti in tale contesto
Il brand manager di fronte alla discontinuità: contenuti del ruolo e tendenze evolutive
No full textIl saggio esamina i contenuti del ruolo manageriale tipicamente preposto alla gestione della marca e la loro evoluzione nel tempo.L'analisi si fonda su un ampio database che ha consentito di analizzare le attività e le interazioni organizzative, le competenze professionali, il livello di soddisfazione nei confronti dell'attività svolta e il relativo processo di valutazione
Consumatore, coinvolgimento, differenziazione: un'evidenza empirica
No full textIl saggio analizza l'impatto del coinvolgimento psicologico del consumatore e della differenziazione percepita nel prodotto sul processo d'acquisto. Sulla base di un'analisi della letteratura, vengono poi esposti i risultati di un'indagine empirica
Competere per i talenti. La prospettiva del marketing
No full textEmployer Branding represents a firm’s efforts to promote a clear view of what
makes a different and desirable as an employer. In recent years employer branding has
gained popularity among practicing managers. Given this managerial interest, this article
presents an empirical investigation of corporate brand image and impact on one
such stakeholders group made up of prospective employees. In particular, the paper
develops and tests a path model of the antecedent factors affecting employer branding
and specific expectations that applicants may have of a corporate brand. Based on a
thorough literature review, a employer branding model is fitted to empirical data obtained
from a national sample of 50 large firms and about 200 master’s students using a
statistics methodology.
Practical significance and managerial implications for marketing investments and
organizational performance are detailed
La misurazione della brand equity: la prospettiva delle relazioni
No full textNell’ambito dei molteplici aspetti connessi al tema del brand management, crescente rilevanza viene attribuita alla costruzione di un articolato sistema di misurazioni, in grado di:
- quantificare lo “stato” delle componenti cognitive della marca, da cui dipendono i diversi livelli di valore-potenzialità;
- stimare le variazioni del valore economico della marca stessa che conseguono alla progressiva attivazione dei potenziali di differenziazione, di diffusività e di apprendimento.
Mentre il l primo ambito di misurazione, da tempo al centro dell’attenzione degli studiosi di marketing, non pone particolari problemi concettuali e applicativi, il secondo presenta invece aspetti maggiormente critici. Qualora, infatti, il processo di valutazione sia finalizzato alla verifica dell’adeguatezza delle scelte di brand management gli approcci consolidati proposti dalla teoria e dalla prassi presentano alcuni limiti concettuali e applicativi. Il presente articolo, dopo una sintetica descrizione del modello evolutivo che alimenta il valore della marca, intende presentare una metodologia di misurazione in grado di contribuire al superamento di tali limiti. Tale metodologia propone di affrontare il problema concernente la valutazione della dinamica evolutiva del valore della marca assumendo la prospettiva delle relazioni di mercato
ESTENSIONE DELLA MARCA E REAZIONI COMPETITIVE: L’AMBIGUO RUOLO DEL COBRANDING
No full textFra i rischi connessi alla realizzazione di una strategia di brand
extension, occorre considerare anche quello di stimolare una reazione di
controestensione da parte di una marca appartenente alla categoria di prodotto
in cui si intende fare ingresso, il che vanificherebbe gli eventuali risultati
positivi ottenuti con l’estensione. Da qui l’importanza di
comprendere le interazioni fra brand extension e counterextension.
Considerato che la letteratura ha dimostrato che il cobranding costituisce una
modalità di realizzazione delle strategie di estensione della marca in grado
di ridurre i rischi di controestensione, l’articolo espone i risultati
di una ricerca volta ad analizzare le valutazioni dei consumatori in merito a
un nuovo prodotto lanciato in reazione a una precedente estensione avvenuta
mediante un accordo di cobranding fra marche con differenti gradi di
percentuale fit. L’obiettivo è cioè quello di verificare
l’effetto che l’esistenza delle due fondamentali tipologie di
consonanza percettiva (product fit e brand fit) esistente fra le marche che
danno vita all’accordo di cobranding può esercitare
sull’accettazione del nuovo prodotto lanciato quale controestensione
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