1,721,008 research outputs found
Synchrony effect on customers' response and behaviors
No full textPast research demonstrates that most people have a certain time of day when they are most alert and able to perform at their best. The authors investigate the effect of consumers' morningness-eveningness orientation and time of day on their performance. Two experiments explore whether synchrony between peak circadian periods and time of testing influences consumers' performance. Results suggest robust synchrony and time-of-day effects on the dependent variables.
Study 1 shows that circadian rhythm strongly influences customers' waiting time and service evaluations. The use of signal-detection methods in Study 2 reveals that participants were better able to recall and recognize ads when tests were performed during their peak circadian time. Overall, subjects showed better performance at their peak than at their off-peak time of day. The authors discuss the theoretical significance of their findings and the managerial implications for marketing research and practice
Does advertising communicate competence in B2B? A content analysis in the fashion industry
No full textSi analizzano le modalità con le quali un'impresa attiva nel comparto BtoB possa comunicare le proprie competenze attraverso la pubblicità. Il metodo impiegato è la content analysis
Relationship management for a cultural institution: the case of the out off theatre
No full textMarketing theory assigns increasing importance to Customer Relationship Management considered to be the base to create economic value for a firms future success. In general, a firm who is able to manage its different relationships is more likely to succeed in the market gaining competitive advantage over competitors now and in the future. As far as cultural industries the prospective is different. Although is broadly known that cultural firms need to interact with different stakeholders and to create network with multiple markets (among which the most important are sponsors, distributors, audiences, gatekeepers, city policy makers, general community in which it is located, Government, Local Authorities, competitors), relationship marketing approach is not often taken into consideration. This work, though, wants to understand whether an approach based on relationship management can be used for cultural firms which have to deal with several markets and being able to cope with various, interdependent stakeholders. In order to answer the research proposition, an exploratory analysis was undertaken. The use of a case study enables to apply different research techniques either quantitative (surveys, document analysis, data elaboration) or qualitative (introspection, immersion, focus group, direct observation, interviews) and, thank to data triangulation and internal data, obtain exhaustive elements to deepen the study. The investigated cultural institution is the OUT OFF theatre in Milan. It is an experimental theatre with a strong image and a defined position on consumers: its distinct characteristics, which reflect the precise mission of the institution, put it in a niche of the market creating sometimes difficulties in appealing all the different markets the theatre needs to deal with. Therefore, the theatre struggles everyday to survive and to gain a position which could let it to be considered either by the general public or by the different players on the market. Managing simultaneously different relationships would be a profitable way for the theatre to survive in the market and create value to transfer to its stakeholders. It means: obtaining references from the journalists and more results in terms of public, being able to negotiate more funds from the Local authorities and the Government, achieving good results on fund raising and donations and, above all, gaining a positive attitude from the consumers. Different tools to accomplish these goals are illustrated according to the specific market analyzed. This is why, the theatre could benefit from an approach based on relationships marketing. In conclusion, the case analysis underlines the specific characteristics of the application of a customer relationship management approach to cultural firms. In particular, it suggests to enrich the traditional prospective and focusing on relationships with multiple stakeholders rather concentrating only on customers. The cultural firms have to pay attention to the synergic interactions that might occur between these relationships as a potential risk but also as a great opportunity
Essere ‘In” quando si sceglie di essere “Out’: La gestione delle relazioni nel caso del Teatro Out Off
No full textThis work focuses on the application of the relationship management approach to the cultural industries, defined by several markets to deal with and various and interdependent counterparts to cope with.
We investigate the Out Off Theatre in Milan, an experimental theatre that has recently started to pay much attention to the success of its marketing policies. Through several empirical analysis we focus on the most critical markets, concluding that cultural organizations should manage relationships with multiple players and pay attention to the synergic interactions that make these industries a case of two-sided markets
Are advertising appeal effective? Insights from a Meta- Analysis
No full textIn this research we conduct a very comprehensive quantitative
literature review to study: i) whether and by what size advertisements with appeals are more persuasive and better
liked than advertisiments with no appeals; ii) the various
appeals in order determine their relative effectiveness on
two outcome variables: Persuasion and Attitude toward
the Ad (Aad).
Results confirm that ads carrying appeals are significantly more persuasive and better liked than are ads with no appeals. In addition, we found strong evidences that the impact of the most
important types of appeals on consumer response differ significantly from each other
Etica della comunicazione di marketing
No full textIl capitolo passa in rassegna le principali accuse mosse alla pubblicità (spinge all'eccesso di consumo, è menzognera e ingannevole, è manipolativa, contribuisce alla diffusione di stereotipi), illustra i tentativi di risposta a tali critiche (normativa e codici di condotta) e si conclude con un modello decisionale per la presa di decisioni etiche
Mass Customization Made Easy: When Individual Fantastical Thinking Matters
No full textMass Customization (MC) is nowadays regarded as the new frontier for competitive effectiveness even in mass markets. Nonetheless, companies investing on MC are not fully benefiting by this strategy given that often customers do not engage into these processes, which appear to be too complex for them. This paper proposes that leveraging on individual fantastical thinking is the way to go: it acts a cognitive booster able to make customers perceive MC as being trouble free. Four experimental studies show that: (1) individuals in a high fantastical thinking state develop stronger demand for self designed products; (2) Fantastical thinking reduces perceived effort and increases enjoyment in the process; (3) Individuals in a high fantastical thinking state are better able to design products of good quality and novelty; (4) Fantastical thinking can be primed by employing an effective and applicable procedure
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