1,721,041 research outputs found
Il ruolo delle basi cognitive del valore di marca nella determinazione del comportamento di acquisto del consumatore
No full textL'articolo affronta lo studio delle relazione tra le basi cognitive del valore della marca e il comportamento d'acquisto del consumatore
L'atteggiamento e la percezione verso il sistema della ricerca pubblica e le politiche regionali a sostegno
No full textNel contributo si analizza, sulla base di dati raccolti da una ricerca empirica condotta sui responsabili dei centri di ricerca pubblica in Campania, l'atteggiamento e la percezione verso il sistema della ricerca pubblica e le politiche regionali a sostegno
Building consumer-brand relationships for the customer experience management
No full textThe aim of this paper is to analyze the customer experience in the consumer-brand relationships. Customer experience is considered as the set of all moments of interaction between an organization and a customer, in which physical, functional and emotional factors stimulate the senses of customers. Examining the consumer-brand relationships of young consumers about four selected product categories-brands, in this work we study empirically these interactions - through qualitative methodologies - at two levels: a. at product category level, analyzing the customer experience’ s factors (firm’s experiential platform) that sustain the value co-creation process between firm and customer; b. at brand level, analyzing some key determinants of consumer-brand relationships, such as the free associations, the brand metaphors, and the brand experience
Gestione strategica delle relazioni con i clienti e vantaggio competitivo delle imprese
No full textL'articolo tratta il tema delle relazioni di marketing con i clientio per la creazione di valor
Gesac-BAA: l’'outsourcing dei sistemi informativi.
No full textSi analizza il caso di un'impresa gestore di servizi aereoportuali che ha esternalizzato le attività di ICT
La mappatura dei domini applicativi potenziali
No full textSulla base dei dati di un'indagine empirica, nel contributo sono descritti i principali domini applicativi per o sviluppo del potenziale di mercato del Centro di competenza AMRA, tenuto conto del portafolgio di risorse e competenze all'interno del Centro
The role of DMO in tourism stakeholder systems. An empirical research in Italian context
No full textTourist destination (TD) is considered the most important unit of analysis in tourism industry and the amalgam of tourism products, which offers an integrated travel experience to the consumer. In this paper we analyze the role of Destination Marketing Organizations (DMOs), the key player in tourism stakeholders systems which manage collaborative marketing strategies. Particularly, we study the destination branding strategies defined by DMOs, one of the most important business solution to manage internal and external relationships in tourism stakeholders systems. The theoretical assumptions of the paper are supported by an empirical research which analyzes, comparatively, the Italian DMOs of eight regional contexts. We have set the following goals: a. to identify the main tourism players of regional stakeholders systems, deepening the nature and the intensity of marketing relationships in these networks; b. to define the main characteristics of the regional DMOs in Italy, in terms of business models and collective marketing strategies planned in the own networks; c. to categorize the destination branding strategies defined by DMOs in regional tourism stakeholders systems, valuating the main brand decisions assumed in these contexts
Il ruolo delle basi cognitive del valore di marca nella determinazione del comportamento di acquisto del consumatore
No full textThe main aim of this paper is examining the relationship between consumer behaviour
and customer based brand equity. It is proposed a conceptual framework of these
relationships, to analyse: 1. the consumer behaviour measures describing the pre-purchase
phase, the purchase phase and the post-purchase phase; 2. the cognitive brand value drivers,
based on free associations analysis, brand awareness measures and brand image measures.
The framework proposal was empirically surveyed on a representative sample of customers,
who were questioned about two kinds of offerings: sport shoes and value-added services on mobile phone (VAS). The findings of the empirical survey have highlighted several
correlations between consumer behaviour measures and cognitive brand value drivers.
Taking this into consideration, the framework has resulted a valid tool for identifying and
measuring the effect of cognitive brand value drivers on consumer behaviour
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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