1,721,034 research outputs found
Willingness to Pay for a Regional Wine Brand
No full textThe paper explores the country of origin (Coo) and region of origin
(Roo) effects as related to the wine sector. We have focused on case
study of the appellation of Brunello di Montalcino and its perceived familiarity
for consumers originating from the Usa, Canadian, Australian,
German, British, Belgian, Swedish and Italian country markets. In particular,
the paper aims to answer the following research questions: what
is the importance of the country/region of origin assigned by consumers
when evaluating Brunello wine? What is the role of wine knowledge
within the decision-making process of the consumer? Does the image of
Brunello influence the willingness to pay a premium price in the analyzed
markets? Is there a difference in product perceptions and buying
behavior that could be identified between consumers originating from
«Old vs. New World»? The analysis was conducted on a total sample
of 4,190 consumers. The results confirm the relevancy and importance
of the Coo framework and especially the Roo frame of reference in the
process of purchasing wine products. In particular, the results shows an
evident New/Old World consumer different behaviour in terms of the
willingness to pay a premium price for Brunello di Montalcin
Consumer wine perceptions in the Brand Origin framework: the role of product market value
Full text linkDespite many studies in the literature have shown that the Brand of Origin (BO) is a well known
wine choice factor significantly affecting the consumer purchasing process, further investigations
are still necessary. In particular it is not clear how the components that make up part of the
consumer’s wine perception can affect the level of importance a consumer associates to the wine’s
BO in the purchasing decision process. The paper aims to bridge this gap investigating the buying
behavior of Brunello di Montalcino, an “high value wine”, compared to the buying behavior of
Chianti Classico, “a medium value wine”. We hypothesized that, in such a case, the consumer’s
wine perception components can be important and can moderate (reinforce) the BO effect on
purchasing behavior.
The analysis was conducted on a total sample of 5,173 consumers originating from USA, Canada;
Australia, Germany; UK; Sweden; Belgium; Italy. The results of the ordered logistic regression
confirms the relevancy and importance of the BO framework in the process of purchasing wine
products. In particular, the results show a different role that the wine consumer perception
components such as brand knowledge, brand attitude and brand image can have. Brand knowledge
moderate the BO effect in the case of “high value wine” while reinforces it in the case of “medium
value wine”; brand attitude reinforce the BO effect only for “medium level wines” while brand
image has a general reinforcing role of BO effect both for high and medium value wines.
From these findings we derive some managerial implications concerning a different strategic use of
BO for wine having a different market value
Assessing the Impact of Big Data on Large Organizations’ Strategies
Full text linkBig data and big data analytics’ (BDA) importance for business management is growing at an unmatched pace. Such datasets, and the techniques to analyse them, are indeed able to inundate organizations with huge quantities of precious information. Building on this premise, the purpose of this research is to develop a unitary holistic framework on the strategic impact of big data on large organizations. In order to do so, a cognitive map was developed from a coding analysis of 523 job offers on the European labour market coming from 124 large organizations. The results show the effects of big data and BDA on marketing strategies, strategic business intelligence and, finally, operation and supply chain management
Does brand market value affect consumer perception of brand origin in the purchasing process? The case of Tuscan wines
No full textA plethora of studies have demonstrated that brand of origin is a significant factor
in the purchasing process. It is not clear however how the various components of
quality perception can affect the level of importance that a consumer might associate
with a brand of origin. This paper aims to bridge this gap by investigating the buying
behaviour of a luxury wine compared to that of a super-premium wine. We believe that
the components driving consumer quality perception play an important role in
reducing or reinforcing the brand of origin effect, but this role can vary in intensity
according to the wine market price segment.
The analysis was conducted on a sample of 5,173 consumers from the USA,
Canada, Australia, Germany, UK, Sweden, Belgium and Italy. The results reflect that
“brand knowledge” and “brand attitude” act differently on the brand of origin effect
depending on the market price segment. On the other hand, results regarding “brand
image” showed an overall reinforcing role of the brand of origin effect not affected by
wine price. Some managerial implications arise from the strategic use of the brand of
origin
Combining online market research methods for investigating brand alignment: the case of Nespresso
Full text linkThe purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience
Exploring e-Loyalty Antecedents in B2C e-Commerce
No full textPurpose – The purpose of this paper is to investigate the micro-linkages fostering consumers’ e-loyalty in grocery retailers B2C e-commerce context. Specifically, the authors focused on the neglected role of security, privacy and website design. Grocery retailing has been selected as the context of research because grocery retailers too have been required to develop B2C e-commerce platforms to meet their consumers’ evolving preferences.
Design/methodology/approach – A survey was distributed to several students from University of Florence (Italy). Structural equation modeling was used to compile the research, and its results reflect the impact on e-loyalty development on specific features of the e-commerce environment.
Findings – The main findings of this research are related with the importance of website characteristics as antecedents of e-loyalty in online grocery retailing.
Originality/value – Albeit the explored phenomenon has been subject to extensive study, some of its facets are yet to be fully explored. In particular, though the influence of e-trust, e-satisfaction and e-commitment on e-loyalty has been shown, little attention has been paid to the factors affecting these three antecedents of e-loyalty. In this regard, this research focuses on the importance of B2C e-commerce platform characteristics such as security, perceived relationship investment and website design. In addition, the phenomenon was scarcely explored in grocery retailers B2C e-commerce context
Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study
Full text linkThe objective of this research is to investigate how cultural differences affect con-
sumers’ online purchase behavior. We reviewed the recent literature on cross-cul-
tural studies on online behavior and building on Hofstede’s theory of cultural dimen-
sions and the theory of planned behavior (TPB), we developed a conceptual model
exploring how the dimensions of national culture influence perceptions of website
usability, trust, and perceived risk, which in turn impact on intention to use and
online purchase behavior. A web-based questionnaire was distributed to a sample of
350 European and Asian consumers actively using Alibaba e-commerce platforms.
The conceptual model was validated through a confirmatory factor analysis (CFA),
while structural equation modelling (SEM) was used to empirically test the hypothe-
sized relationships among variables. Results showed how culture significantly influ-
enced website usability and perceived risk in European consumers and, in turn, their
intention and behavior. Differently, culture significantly influenced trust of Asian
consumers, as well as their intention and online behavior. With this study, we con-
tribute to the literature on consumer online purchase behavior from a cross-cultural
perspective. As culture emerged among the significant antecedents of mechanisms
explaining online purchase behavior, e-tailers should tailor digital marketing strate-
gies according to consumer cultural differences
L'innovazione digitale nell'editoria: un modello di analisi del processo di adozione dell'e-book reader da parte del consumatore
No full textLa digitalizzazione è una delle trasformazioni più importanti della società attuale. Si tratta di un fenomeno che sta modificando drasticamente i modelli di business, i processi di acquisto dei consumatori e le forme di commercio. La diffusione delle tecnologie digitali in particolare influenza sia il modo in cui le imprese forniscono ai consumatori nuovi prodotti e servizi, sia le forme di uso e consumo degli stessi. Una più attenta analisi dei modelli comportamentali dei consumatori può fornire utili indicazioni alla ricerca e agli operatori economici nel definire le proprie strategie di mercato. Il contesto di analisi del nostro lavoro è quello dell’editoria digitale con riferimento al processo di adozione dell’ebook reader del consumatore nel mercato italiano. Dai risultati della ricerca si possono derivare utili indicazioni per capire i motivi del ritardo della sua adozione nel mercato italiano rispetto a quello degli altri paesi da una parte e, fornire valide indicazioni per migliorarne la diffusione e preparare gli operatori ad affrontare la sfida del nuovo ed emergente prodotto dell’editoria digitale, l’audiolibro dall’altra
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
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