1,721,019 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
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 textThe relationship between brand love and actual brand performance. Evidence from an international study
Full text linkThe purpose of this paper is to examine the different relationship that brand love, compared to brand attitude, has with actual brand performance in a cross-national and cross-category context. An empirical study is conducted in the US, Russia and Indonesia to develop and validate a short but comprehensive measure of brand love. A brand attitude measure derived from company’s tracking studies and behavioural measures derived from panel data are used to examine the different relationship of brand love and brand attitude with brand performance. The findings show that consumers in the US, Russia and Indonesia share a similar concept of brand love. They also show that brand love, compared to brand attitude, is more strongly related with growth in behavioural loyalty, whereas brand attitude, compared to brand love, is more strongly related to the brand size in the present. This paper is the first that examines brand love in a cross-national and cross-category context and that shows the relationship of brand love versus brand attitude with actual brand performance using company/industry-derived data
Brand Experience Scale
No full textThe article present a work in progress project regarding the development of scale that measures brand experience
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