831 research outputs found
Il marketing esperienziale secondo Bernd Schmitt: applicazione a The Disney Store Italia
No full textL'articolo si propone di applicare la teoria di marketing esperienziale elaborata da Schmitt a un caso di studio italiano, nello specifico i punti vendita Disney Store
Adattamento della brand experience scale al mercato italiano
No full textThe importance of brand experience has been acknowledged by both practitioners and scholars, as testified by several marketing activities and publications appeared recently. Nevertheless, only one instrument has been developed in literature to measure the intensity of such experience: the Brand Experience Scale. The aim of this paper is to adapt this scale to the Italian market, through a quantitative study based on structural equations modelling. The factorial structure of the construct brand experience is thus assessed, as well as the psychometric properties of the scale (i.e., internal consistency, convergent validity, and discriminant validity). After discussing the limitations of the study and its managerial implications, possible directions of future research are outlined
Marketing ed esperienza: quali approcci possibili?
No full textL'articolo si propone di effettuare una rassegna della letteratura di marketing in cui si tratta il tema dell'esperienza. Vengono identificati due filoni (il marketing esperienziale e il marketing dell'esperienza) e per ciascuno di essi si descrivono le origini, lo sviluppo e le prospettive future
Brand experience scale: uno strumento per misurare l’esperienza di consumo generata dalla marca
No full textQuesta tesi affronta il tema dell’esperienza di consumo nella specifica accezione di “esperienza con la marca” o brand experience. L’obiettivo che si pone consiste nello sviluppo di una scala di misurazione della brand experience. Una scala che permetta, da un lato, di comprendere la natura e le specificità di tale costrutto, fornendone una definizione su basi empiriche e, dall’altro, di disporre di uno strumento affidabile, valido e generalizzabile attraverso il quale misurare tale costrutto, da utilizzare con qualsiasi marca proveniente da qualsiasi settore merceologico
Assessing the structure of brand experience in Italy through structural equations models
No full textExperiences provided by brands are receiving an increasing attention in the marketing literature. As a matter of fact, some scholars in the United States have recently proposed a definition of brand experience and have developed a brand experience scale. The objective of this paper is to assess the structure of brand experience using samples of Italian consumers, in order to verify whether the scale can be used in Italy as well. Structural equations analyses confirm the factorial structure of the construct, as the scale exhibits good psychometric properties
Information Technologies and Consumers’ Well-Being: Latest Research and Future Research Directions
Full text linkSince our 2021 call for a special issue in the Journal of Interactive Marketing on Information Technologies and Consumers’ Well-Being, interest in this topic has continued to grow. The database Business Source Premier identifies 76 publications since 2021 that have “technology” in the title and include “well-being” in the author-supplied abstract, as well as 447 publications with both “technology” and “well-being” in the abstract. Calls for special issues on technology and well-being topics have also appeared in other major marketing journals in the last two years, including the Journal of Consumer Affairs and Psychology & Marketing.
This ever-growing interest in the topic of new technologies and consumers’ well-being can be explained by considering, on one side, the unprecedented development in information and communications technologies, and, on the other side, the increased usage of such technologies by large numbers of consumers in many countries around the world. The accelerating role that the COVID-19 pandemic has had in this process has been acknowledged (Amankwah-Amoah et al. 2021), with the result that new technologies, such as artificial intelligence (AI), the Internet of Things, and augmented and virtual reality, among others, have become increasingly important in consumers’ everyday life and are changing consumers’ experiences in the context of products, services, and brands (Hoyer et al. 2020; Pantano and Scarpi 2022; Puntoni et al. 2021; Zarantonello and Schmitt 2023). Understanding how information technologies are affecting consumers’ well-being therefore represents an area of primary importance.
A total of 39 papers from China, Finland, France, India, Italy, Lebanon, Poland, Türkiye, and the United Kingdom were submitted in response to our call for papers, and 12 of them successfully went through the review process and are presented in this special issue. These articles advance our understanding of the relationship between new technologies and consumers’ well-being from different perspectives and through the use of different research methodologies. The aim of this editorial is to discuss the state of current research on information technologies and consumers’ well-being. Accordingly, it provides an overview of the articles in the special issue and highlights how they contribute to the growing literature on the topic. It also identifies and outlines future research directions by indicating and discussing areas that require further investigation
Prospettive esperienziali nel turismo: modelli applicati e applicabili
No full textL'articolo si propone di applicare al settore del turismo un modello interpretativo proveniente dal consumer behavior, relativo all'esperienza di consumo
L’analisi quantitativa delle vetrine
No full textIn questo capitolo si riportano i risultati della prima fase della ricerca "La moda e la città". La prima fase è consistita in una ricerca di tipo quantitativo sulle vetrine di cinquanta punti vendita di abbigliamento, intimo, calzature e accessori, collacati in cinque aree della città di Milano
Negative Emotions Towards Brands: Theoretical Perspectives, Measurement, and Future Research
No full textHow technological and natural consumption experiences impact consumer well‐being: The role of consumer mindfulness and fatigue
Full text linkNew technologies are becoming increasingly common in consumers' daily lives, and they are significantly changing consumer experiences. Given the novelty and pervasiveness of these technologies, understanding their effects on consumer wellbeing is important. This research explores how technological versus natural experiences in consumption contribute to consumer well‐being, which is defined as happiness (with its components of pleasure and meaning) and life satisfaction. The results demonstrate that the type of experience (i.e., natural or technological) affects meaning and pleasure and, consequently, life satisfaction. These effects depend on two individual characteristics: consumer mindfulness and fatigue. When consumer mindfulness is high, the type of experience does not affect pleasure and meaning as consumers consistently derive high levels of both components of happiness.
However, when their mindfulness is low, pleasure depends on the type of experience. Similar patterns are observed for meaning, although this is affected by the level of fatigue felt by consumers. Therefore, meaning is affected by the two individual characteristics of mindfulness and fatigue. By demonstrating the importance of consumer mindfulness in protecting individuals from fatigue and the potential negative effects associated with technological and natural consumption experiences, this study identifies practical insights that can be used to shape technological and natural experiences that support consumer well‐being
- …
