1,721,151 research outputs found
Branding per Non Branders: Università e Alleanze di Marca
No full textBranding per non Branders è un saggio che analizza la pratica sempre più diffusa di sviluppare strategie di marca anche da parte di enti o di imprese che tradizionalmente hanno svolto le proprie attività senza collegare la propria identità a una marca forte. Tra le opzioni a disposizione dei “non branders”, le alleanze di marca si configurano come uno strumento efficace e relativamente economico. Se una corretta associazione della propria immagine tramite l’alleanza di marca genera un mutuo vantaggio per le aziende coinvolte, il rischio è di portare a una banalizzazione della propria marca in seguito ad associazioni a prodotti scarsamente coerenti con la propria immagine.
In questo saggio viene esaminato un particolare caso di alleanza di marca che coinvolge un’impresa commerciale e un ente non-profit come l’Università, misurandone le ricadute commerciali e di immagine . Per un “non brander” come l’Università, il cui obiettivo primario non è la vendita di prodotti, è ancor più rilevante comprendere se l’immagine risulti amplificata oppure, al contrario, danneggiata in seguito alla promozione della propria marca tramite alleanze con imprese commerciali
The effect of shelf layout on satisfaction and perceived assortment size: An empirical assessment
No full textThis research compares the effect of different shelf visual layouts on decision satisfaction and perceptions of the retailer assortment, with a focus on how (e.g. vertically vs. horizontally) to display products rather than on how many products to display. The combined evidence from three experimental studies shows that displaying assortment breadth horizontally and depth vertically led participants to perceive a larger selection and to be more satisfied. Furthermore, linear displays increase decision satisfaction but decrease perceived assortment size and preference strength for the top brand, whereas visual layouts with the preferred brand in the central position increase decision satisfaction, make the assortment appear larger, and enhance preference strength for the top brand. The findings provide guidelines about how to organize products on the shelves and suggest that – even when actual assortment size is constant – consumer responses to the assortment depend from how the retailer displays the products
Forecasting artificial intelligence on online customer assistance:evidence from chatbot patents analysis
Full text linkThe main goal of this research is to provide a comprehensive understanding of the actual progresses in artificial intelligence, with emphasis on chatbots as emerging forms of customer assistance in online retailing. Drawing upon an analysis of the chatbot patents in the past 20 years, our findings show the increasing technology push towards the adoption of new conversational agents based on natural language. Findings also highlight the extent to which the research and development efforts are attempting to improve artificial intelligence systems that characterize chatbots. To this end, technology advancements are mainly focusing on: (i) improving chatbot ability to automatically draw inferences on users starting from multiple data sources, and (ii) using consumers’ knowledge adaptively to provide more customized solutions. Finally, results show the tight relationship between the digital assistants’ analytical skills and their ability to automatically interact with the users
The year of establishment effect on brand heritage and attitudes
No full textPurpose – This paper aims to investigate whether and how the inclusion of the year of establishment (YOE) in the brand logotype affects consumers’ perceptions of brand heritage and attitudes toward the brand.
Design/methodology/approach – Two studies are conducted, one on 12 service brands (universities) and the other on 12 product brands (beers), with 250 and 200 respondents, respectively, testing a model of moderated mediation to estimate the effect of YOE on brand attitude through brand heritage as moderated by brand familiarity.
Findings – Reporting YOE on the brand logo invokes heritage that in turn increases attitudes. Older YOEs are more effective than recent YOEs. YOE effects are stronger for less-known brands. The findings support full mediation of heritage and moderation of familiarity.
Research limitations/implications – YOE invokes heritage, especially when YOE is old and the brand, less known. Additional research should examine the YOE effect among product categories where old means “outdated,” as in the hi-tech industry.
Practical implications – Managers have been using YOE since long: the findings provide guidelines for leveraging heritage. YOE works but must be signaled in the logotype to be effective and is particularly helpful for less-known brands. Thus, YOE effect gives less-known brands an additional counterbalance to the market power of their known competitors.
Originality/value – Previous research showed that companies can exploit their past heritage in the present times. Nonetheless, previous studies highlighted the complexity and paucity of tools to induce heritage. This is the first study to address the YOE effect. Empirical evidence also answers recent calls for easily implementable ways to induce heritage
L'effetto del packaging sulle percezioni di qualità del prodotto nel mercato vinicolo
No full textIl packaging si è evoluto nel tempo da semplice contenitore a strumento chiave del- la comunicazione di marketing. Se la letteratura, da un lato, ha approfondito l’effetto del packaging sulle associazioni mentali che influenzano le scelte dei consumatori, d’altro lato non ha ancora chiarito se tale effetto si estenda alla sfera sensoriale tradu- cendosi in distorsioni percettive capaci di influenzare anche le valutazioni dei consu- matori. Questo studio si concentra sulle percezioni di qualità da parte dei consumatori in funzione del packaging utilizzato per confezionare il vino, separando l’effetto del contenitore dal contenuto. I risultati di uno studio sperimentale mostrano come diversi tipi di packaging inducano differenti percezioni di qualità perfino riguardo lo stesso prodotto
The effect of visual layout of assortment breadth and depth on individual perceptions of assortment size and evaluations
No full textPrivacy threats with retail technologies: A consumer perspective
Full text linkThis paper focuses on new retail technologies that acquire information from consumers, advancing that such devices represent privacy management concerns. Specifically, we propose that privacy perceptions in a retail environment are driven by retailer- and technology-related factors as well as consumers’ personality traits. By running a moderated serial mediation analysis, we address the technologies’ fairness and hedonism as antecedents of consumer privacy perceptions, technology acceptance and perceived value, and account for consumers’ trust in the retailer. We find that privacy perceptions are directly affected by distributive fairness, while the technology’s hedonism affects acceptance. Further, the effects extend to patronage intention and word-of- mouth
Consumer-defined assortments: application of card-sorting to category management
Full text linkCategory management theory and practice have traditionally overlooked the role of the consumer in defining category boundaries. Industry-based criteria do not necessarily overlap with the perceptual view of the assortment held, implicitly or explicitly, by consumers. This research aims to propose a methodological approach to derive a customer-oriented shelf layout from customer perceptions of product similarities and to empirically test if adopting such a consumer-oriented shelf layout significantly affects consumers’ in-store perceptions and reactions. In two studies, we show that consumer-based shelf layouts determine higher levels of store satisfaction because of the higher level of fit between product display on the shelves and consumers’ cognitive categorization of the assortment
LOTTERIE E TEORIA DEI LIVELLI DI RAPPRESENTAZIONE
No full textQuesto capitolo vuole offrire al lettore una lettura ragionata, sia pure delimitata e parziale, di alcuni stimoli che le scienze del comportamento hanno recentemente offerto alla comprensione dei meccanismi psicologici sottostanti alla valutazione e alla scelta di quella particolare categoria di gioco d’azzardo che sono le lotterie
Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on consumers' Behavioral Intentions toward the Advertised Brands
No full texthe presence of fake news via Internet media compels researchers and practitioners to understand the consequences of this phenomenon on marketing activities. Surprisingly, no marketing study to date has analyzed the effect of fake news on consumers' evaluations of a brand advertised on the same webpage. To fill this gap, this study empirically investigated whether individuals' perceptions of fake news transfer to an adjacent brand advertisement. Specifically, we manipulated news truthfulness and source credibility, observing the change in individuals' responses while distinguishing between objective truthfulness and the perceived credibility of the news.
The results confirmed that the news' objective truthfulness exerts no direct effect on behavioral intentions toward the brand (i.e., intention to purchase, spread word-of-mouth, or visit the brand's store). However, we did uncover a chain of effects whereby the impact of fake news on behavioral intentions was fully mediated by people's perceptions of the news' credibility, which affected the perceived credibility of the sources, which then influenced brand trust, which finally translated into brand attitudes. From a managerial perspective, this study's results can partially reassure brand managers that their brand advertisements will not suffer from appearing next to fake news when the source itself is credible
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