1,721,063 research outputs found
Marketing perspectives on the country of origin
No full textThe ‘Made in’ label is commonly used to emphasize special features of a product for the mere reason that it comes from a given place. Such features are often considered to be idiosyncratic. As the authors of this book have doc- umented, country-of-origin (hereafter, COO) effects derive from complex historical, commercial, and political processes that involve several actors and institutions. These effects depend on multifaceted interpretation processes in which micro and macro-perspectives, and agencies, interact and constantly change the way in which the COO of a given product affects the perceptions of various publics.
Marketing scholars and professionals have often conceptualized, measured, and managed COO in such a way that the relationship between place, prod- uct, and final consumer appears linear, direct, and univocal. Thus, COO has been used to explain why consumers traditionally prefer cars from Germany, or fashion products from Italy. These associations have been long-lasting. They enable companies to communicate the value of their products, help the government manage national and international trade, and facilitate con- sumer purchasing decisions because the COO serves as a proxy for quality and reliability
Scenari e tendenze della professione accademica: la rivista e l'associazione a confronto (EDITORIALE)
No full textDialogo sulle prospettive della professione di accademico alla luce delle novità concorsuali e di valutazioneA dialogue between the Journal's Editor and SIM's General Secretary about the new challenges facing Italian academics and scholars
Individual perception, social context and consumer decision making: experimental analysis
No full textThis work aims to provide some support to the idea that marketing model of consumer behavior do not adequately take into account some recent acquisitions of psychological and cognitive streams of research
The New Face of Bartering in Collaborative Networks: The Case of Italy’s Most Popular Bartering Website
No full textBartering is a type of moneyless market exchange in which persons interact in order to find mutual satisfaction through the exchange of goods for other goods. In given conditions, bartering platforms integrate discrete market transactions into a collective and dynamic process in which social exchange patterns emerge. While bartering is still a marginal exchange practice, it is becoming increasingly popular owing to significant changes in people’s values and lifestyles and owing to the digital revolution, which is dramatically increasing opportunities for strangers to interact, exchange, and collaborate. We present empirical evidence from an online bartering community in Italy whose characteristics allow members to follow different bartering styles, from more individualistic and market-oriented ones to more social and collectivistic ones. This confirms that new exchange practices exist (and can further thrive) alongside the dominant market exchange paradigm, and that they now go beyond the strict anti-consumption domain. They represent hybrid interaction types that possess elements from two distinct regimes of value (economic and social). This strongly affects the sphere of value, which should be conceived as a process that stems from significant interactions and is situated mid-way between the worlds of price and pricelessness
Consumers’ reactions to new corporate community initiatives. The role of the type of community and country of origin
No full textOur research provides insights about consumer reactions to community engagement
initiatives according to two major determinants: a) the type of the online community
(Corporate Social Responsibility vs. New Product Development) and b) the country of
origin of the company that launched the community (advanced vs. emerging country).
Through an online survey, we test the impact of the type of community and the country of
origin on three dependent variables: consumers’ identification with the company, intention
to recommend and intention to buy the products of the company.
Preliminary results provide interesting insights regarding the impact of the country of
origin on dependent variables. Theoretical contributions and future research directions are
presented
How online reviewers and actual customers evaluate their shopping experiences. Evidence from an international retail chain
No full textOnline reviews represent an important source of information for consumers and, on the other hand, an important contribution for corporate management. Consumers increasingly rely on other consumers’ reviews to make purchase decisions both offline and online. From a corporate perspective, reviews can be used to modify and adapt offerings, services, and to improve communication effectiveness. In this paper we are going to analyze online consumer reviews related to stores from an international retailer. Employing a qualitative and quantitative analysis, we have analyzed 80.910 online store reviews in Italy from April 1st, 2016 to March 31st, 2017. Then, in order to validate online reviews data, we conducted around 800 interviews with consumers at the shops and an online survey on 700 consumers: we want to measure the percentage of online reviewers on total customers and the differences between evaluations from reviewers and non-reviewers. We believe that this validation is necessary for accurate interpretation and further employment of online review data
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