1,720,976 research outputs found
II nuovo paradigma commerciale del Social Trade Marketing
No full textLa vendita diventa phygital anche per i dettaglianti tradizionali che, soprattutto dopo il Covid-19, hanno visto un ampliamento virtuale del punto vendita per andare incontro alle esigenze sempre più fluide di clienti omnicanale. Le strategie tradizionali non bastano più ed è necessario sfruttare anche i social network: così nelle strategie di marketing delle aziende manifatturiere si inserisce il social trade marketing (STM). Questo termine si riferisce alle attività di comunicazione istituzionale, pubblicitaria e promozionale sviluppate dalle imprese nei confronti dei retailer attraverso i loro social network. Mentre il trade marketing “tradizionale” prevede lo sviluppo di attività specifiche per il retail, volte a rafforzare le strategie di consumer marketing e dare impulso alle vendite dei distributori, il STM si prefigge di coadiuvare gli stessi nella complessa azione di comunicazione social, trasferendo ai consumatori dei distributori locali sia i valori propri del brand, sia le peculiarità del retailer, con linguaggi e codici più “social”. Diffusione Orologi, azienda italiana di gioielleria e orologeria, offre un esempio interessante di come il STM permetta alle imprese di innovare le proprie relazioni distributive e raggiungere il consumatore finale in modo coerente e più efficace per tutta la filiera
The Efficacy of Same- and Different- Gender Depictions in Advertising.
No full textMany brands nowadays invest in advertising addressing LGBT consumers. The study explores the relationship between LGBT-themed advertising stimuli and consumers’ sexual orientation and openness, tolerance, perceived targetedness and ad-liking, developing a model of moderated sequential mediation to increase the theoretical understanding of the topic and the managerial potential for exploiting LGBT-themed advertising. Findings show that LGBT-themed ads are liked more than straight-themed ads if consumers are open-minded about homosexuality, regardless of their sexual orientation, especially if they live their sexuality openly. Further, results are backed by a field study on several other product categories and show positive outcomes also on consumers’ willingness-to-pay
Consumer Ambivalence in Ethical Intention-Behavior Process
No full textThe research goal is to explore the consumer ambivalence in the intention–behavior process of the ethically-minded consumer (Carrington et al., 2010), in which positive and negative emotions play a pivotal role, and to understand in which phases of the process consumer ambivalence intervene more.
Through focus groups, we gather data transcribing all discoursed generated by group dynamics about the ethical shopping experience and related emotions. The setting of packaged food products was chosen considering the high involvement Italians have on food. Moreover, packaged food allows informants to have more information to evaluate: brand advertising and info on the product package. The two focus groups lasted f 3 hours, resulting in 60 pages of transcribed discourses. The focus groups were structured into five parts: (a) participants’ criteria for being selected, (b) participant’s definition of an ethical product, (c) participant’s responses on the intention-behavior process, (d) use of the projective technique with the simulation of an ethical packaged food choice and (e) the exploration of participant’s mixed emotions in the whole process. In the end, the abundance of information of transcribed texts supported the authors to obtain a consistent amount of data that was analyzed and compared. The text was coded and discussed in an iterative way (Spiggle, 1994).
Findings – Evidences from this study underline how mixed emotions, in the shape of consumer ambivalence, emerge when ethically-minded shoppers are going to buy ethical packaged food products. Three main consumer ambivalence typologies in the ethical decisional process are Self-esteem & Skepticism; Pride & Sense of Sacrifice; Sense of Justice & Regret. According to each consumer ambivalence, ethical consumers are naturally led to adopt a specific behavior or attitude toward the ethical choice. Negative emotions coactive positive emotions leading positive consumer outcomes. Moreover, we retraced all the phases of Carrington et al.'s model (2010) to confirm the way in which ethically-minded consumers define their intention and behave during the packaged food product choice. Results evidence that the model still well represents the process through which consumers translate their ethical intentions into behaviors. However, three additional phases were identified in post-purchase sequences: consumption, post-consumption, and feedback phases. Consumer ambivalence intervenes in the process
CONSUMER AMBIVALENCE IN SHOPPING EXPERIENCE: NEW PERSPECTIVES AND OPPORTUNITIES
No full textLa tesi include tre studi indipendenti che hanno come tema comune la Consumer Ambivalence nella Shopping Experience. Il punto di partenza è che la Consumer Ambivalence è sempre stata percepita come un qualcosa da evitare in quanto impatta negativamente sul comportamento del consumatore (es. soddisfazione e fedeltà). La letteratura però evidenzia come in alcune service experience questo costrutto risulti banalizzato. L’obiettivo della ricerca è quindi esplorare il ruolo della Consumer Ambivalence in diverse shopping experience attraverso le percezioni, i discorsi, le emozioni e le esperienze sia degli shopper sia del personale di contatto. Ho scelto due contesti di analisi: le esperienze di shopping di lusso e di shopping etico. Entrambi i settori sono in continua crescita nonostante il periodo di crisi economica e le emozioni negative (e positive) vissute dagli shopper e riconosciute dalla letteratura. Attraverso un approccio costruttivista i miei risultati principali dimostrano come la Consumer Ambivalence non sia sempre uno stato emotivo da rifuggire ma qualcosa a cui tendere e sfruttare. Concludo affermando come questo stato emozionale multiplo sia spesso inevitabile e parte intrinseca nelle esperienze di shopping ad elevata connotazione emotiva.My thesis is composed by three papers that have a common theme: Consumer Ambivalence in Shopping Experience. The general starting point is that Consumer Ambivalence has always been perceived as something to avoid because it decreases relevant consumer outcomes (e.g. satisfaction and loyalty). However, some evidences in literature suggest that, particularly in some service experiences, this construct is trivialized. The main research goal is to explore the role of Consumer Ambivalence in different shopping experiences, investigating how this construct can impact on shopping behaviors, considering perceptions, discourses, emotions and experiences of both shoppers and company personnel. I chose two settings of investigation which are favorable contexts to identify different mixed emotions: luxury shopping experience and ethical shopping experience. Both industries are particular relevant because their consumer market value is still increasing despite the current period of economic crisis and literature evidences of negative (and positive) emotions felt by shoppers. Through a constructivist epistemological approach, my main findings elicit that Consumer Ambivalence can be an emotional state which has not to be rejected, but rather be something to aim for. Moreover, I argue that this mixed emotional state is essentially unavoidable and is intrinsically part of high affect shopping experiences
Mothers or beauty-queens: girls in the Magiki world and female stereotypes
No full textObjects and images are sources of meanings to consumers. These meanings have pragmatic implications as consumers interpret them, influencing cultural discourses, consumer behavior and gender role ideologies in the society. In this paper, we semiotically analyzed 48 collectible action figures called Magiki, which are humanized animals or mythological figures that live in a magic land. These very affordable toys are targeted to girls 4-8 years old and are sold in newsstands. In addition, we analyzed drawings made by 64 preschool children and conducted interviews with them, both collective and individually. Our analysis focused on stressing how such toys reproduce traditional and post-modern female roles, as well as their differences compared to male roles and on how children understand, reproduce and modify such roles. A role matrix is illustrated to show that female roles are expressed by these popular toys and interpreted by children as “mother-care taker” or “beauty-queen”, while male role are represented by “lively children” or “assertive hero”. A discussion of the possible pervasiveness of such roles is made and the relationships between these roles are illustrated
Love or hate? Hotels' gay-friendliness and their intention to maintain or diminish the hotel digital service relationship with OTAs
No full textThis study offers the first analysis of hotel managers' intentions to maintain or diminish a service business relationship with Online Travel Agencies (OTAs) based on an empirical assessment of transaction-specific variables, socio-relational variables and values-related variables (namely, gay-friendliness). Based on 206 questionnaires administered to EU-based hotels, the study suggests that a hotel's intention to maintain seems to be impacted by both the economic dimension and the hotel's self-perceived gay-friendliness. The intention to diminish follows a different path, being mainly motivated by opportunistic and transaction-specific characteristics of the service. Our results suggest that hotels geared toward the LGBT travel market can benefit from being listed on OTAs without suffering brand image drawbacks. Moreover, like is already common in the CSR realm, OTAs should allow hotels to include LGBT-related information and explicitly expand their search engines to target gay-friendly hospitality
Embracing consumer ambivalence in the luxury shopping experience
No full textEmotions, feelings, attitudes, and beliefs play a pivotal role in consumer decision-making. The literature shows that psychological concepts with opposing valence coexist in people's shopping experience. This consumer ambivalence is relevant in hedonic contexts, where cognitive and affective elements play a central role in consumer outcomes (e.g., satisfaction, loyalty, and patronage). However, there is a paucity of consumer ambivalence literature focused on hedonic retail settings; thus, this study focuses on consumer ambivalence in luxury shopping experiences. Using a multi-method approach, the study investigated luxury shoppers' psychological concepts, both positive and negative, in order to better understand consumer ambivalence and its impact on consumer outcomes. Thus, this paper makes two main contributions. First, it revealed three types of consumer ambivalence: awe and pride; uncertainty and contentment; guilt and pleasure. Second, the combination of negative and positive cognitive and affective elements in the luxury shopping experience positively impacted consumer outcomes and led to specific shopping behaviors. On these bases, luxury brands should leverage consumer ambivalences that are embedded in and signify the overall shopping experience
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