1,721,077 research outputs found
The Impact of Customer Education on the Perception of Made in Italy Products in the Agri-Food Sector
No full textWhile the global COVID-19 pandemic affected all the industries, the Italian agri-food sector positively performed over this period, supported by the exports, underlining the need for new international strategies to authentically engage consumers.This study aims to investigate the impact of customer education (CE) on the perceptions and evaluations of foreign consumers towards Made in Italy products as a part of the food experience in the agri-food sector. After a literature review, the paper illustrates the main topics of customer education, food experience and country-of-origin (COO) effect of Made in Italy. The purposes of the conceptual paper relate to the strategic use of country-of-origin effect by companies in order to promote products and services in foreign markets, and to the analysis of the impact of customer education within the food sector on the perception of Made in Italy products taking into account the new challenges of the current situation
Investigating why online purchasing push offline sales in the luxury market
Full text linkThe digital revolution has led to major changes, both in the luxury market, which has been a traditional one for thousands of years, and in the luxury customer experience, which is now affected by omnichannel retailing and requires a perfect integration between online and offline channels. Luxury firms have been slower than many non- luxury firms to adopt online digital marketing, but today the trends show that online purchasing contribute to overall market growth more than cannibalizing and continue to grow. This study lays the foundations for investigating the factors affecting luxury consumers’ behaviour in the digital era, as the online sales contributes to global sales and push offline purchases
Strategic implications of brand advocacy on consumer purchase decisions in the video game market
Full text linkThe digital revolution has led to a change in consumer purchasing behaviour, highlighting the importance of the advocate phase, not only for brand reputation, but also for other consumers, who are in the early phases of consider-evaluate. This study explores the extant literature and applies it to the video games market, aiming to investigate, through future research and a survey, how does brand advocacy influence consumers purchase decisions and reduce risk perception, increasing brand trust and reputation in the gaming market
Strategie di marketing internazionale: L’impatto della customer education sulla percezione del Made in Italy nel settore agroalimentare
Full text linkIl presente studio si propone di indagare l’impatto della customer education nell’ambito della food experience nel settore agroalimentare sulle percezioni e sulle valutazioni dei consumatori stranieri nei confronti del Made in Italy. Dopo una review della letteratura, espone i principali argomenti di indagine quali la customer education, la food experience e il COO effect del Made in Italy e si propone l’obiettivo in letteratura riguardo l’uso strategico del COO da parte delle imprese, per promuovere prodotti e servizi nei mercati esteri, e l’impatto della customer education nel settore alimentare sulla percezione del Made in Ital
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
Over the Mask of Innovation Management in the World of Big Data
No full textBig Data is one of the most debated topics, as its implications for innovation management and entrepreneurship development are attracting interest from researchers and practitioners. Despite the increasing interest on this topic, a relevant research question remains unsolved: what are the conditions required for the effective management of Big Data? Adopting the interpretative lens provided by Systems Thinking and Service Logic, a set of hypotheses are defined and tested through the Partial Least Squares (PLS), with reference to the 50 Big Data companies for 2017 as identified by Big Data Quarterly. The results show that several elements such as company's investment in innovation and technology and specialization of human resource positively impact on Big Data Companies' Return on Investment (ROI). Results and discussions herein enrich previous managerial debate about the domain of Big Data highlighting ‘tangible’ elements on which act for improving innovation management approaches for companies
Exploring e-Loyalty Antecedents in B2C e-Commerce: Empirical results from Italian grocery retailers
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