1,721,116 research outputs found
THE IMPACT OF DIGITAL TECHNOLOGIES ON LUXURY RETAILERS’ SUSTAINABILITY
No full textIn recent years, the retailing world has changed dramatically due to several factors; anyway, two of them have a greater relevance among the others. The first one concerns the proliferation of distribution channels and the advent and the affirmation of digital technologies (Hagberg et al., 2016). The second one regards the growing managerial attention that retailers have towards the environment and the social issues that brought the academic literature to define the concept of sustainable retailing (Wiese et al., 2012). Indeed, retailers play a key role in the transmission of sustainability values being in close contact with the ultimate consumer (Lehner, 2015). At the same time, digital technology can be a powerful tool for both the diffusion of sustainability values and the valorization of sustainable retail business models. Particularly, it is interesting the analysis of luxury retailers’ ability to transmit to the consumer both the green and social aspects of sustainability. For this reason, this research aims to analyze a case study (Yin, 2004) of an Italian luxury retailer that has invested in digital points of sale where digital technologies and sales personnel coexist. Through the case study, this research aims to determine how digital technologies and sales personnel can be combined within a luxury store to give a unique shopping experience. Most importantly, a shopping experience that also respects the ethical and sustainable principles of employees
Price Lining and Odd Even Price Strategy in the Luxury Fashion Market: the Results of an Exploratory Research
No full textThis article deals with this literature gap, particularly analysing two pricing strategies that appear very interesting in the luxury market because they apparently seem in contrast with the nature of luxury pricing: price lining and odd even price
Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships
No full textPurpose – Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising. Design/methodology/approach – This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3). Findings – This paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties. Research limitations/implications – This paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion. Originality/value – This paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences
The relationship between the territory and fashion events: The case of Florence and Pitti Immagine fashion fairs
No full textThe aim of this paper is to analyze the relationship between fashion events and the territory where they take place, focusing on how this relationship can also affect fashion consumers’ behavior. History and culture, together with creativity and innovation, represent the distinctive traits of global fashion cities; at the same time, these characteristics are the basis of the fashion industry, which combines past, present and future in a constant state of renewal. On the empirical side, using a qualitative methodology, the research presents a case study, investigating the relationship between the city of Florence and its most important fashion events, Pitti Immagine fairs. Main findings show the distinctive elements of these events, highlighting the strong synergy and the mutual influence between Pitti Immagine fashion events and the territory of Florence. In terms of managerial implications, the authors suggest the existence of a mutual effect between the Florentine city and Pitti Immagine, both in terms of enhancement of the reputation and in terms of influence on fashion consumers’ behavior, acting in this territory
Digital Retailing: An Abstract for Preliminary Results of a Systematic Literature Review
No full textThis systematic review of the literature (Tranfield et al., 2003) aims to identify, classify, and analyze the main current research fields on digital retailing developing an overall interpretation of the topic investigated
Brand engagement into self‐concept and culture: a literature review for a future research agenda
No full textThe paper structures the recent literature on brand engagement into self-concept (BESC) and its antecedents (i.e. materialism and status consumption). The research aims to define future research directions on BESC based on consumers’ cultural orientations formulated in Hofstede’s model of cultural dimensions. Bibliometric analysis with the visualisation of similarities (VOS) method and content analysis in the form of thematic analysis were used to examine the research landscape and select the main research fronts on BESC, materialism, status consumption, and cultural dimensions. The data were collected from The Web of Knowledge and Scopus and cross-checked with EBSCO. The recognition that consumer culture contributes to the brand marketing drives companies to engage with their consumers focusing on the self-concept. This study advances the theme of the importance of BESC and culture. It proposes future research directions on cultural dimensions and BESC to develop an understanding of the core drivers and the consequences of BESC among consumers. The findings contribute to developing more effective branding and communication strategies across diferent cultures. The study is limited to three selected databases and Hofstede's cultural dimensions model as a culture metric
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