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Retail Resilience and Proactive Policy 零售弹性和积极政策
Micro & Macro Marketing Pub Date : 2020-08-01 DOI: 10.1431/96471
Luca Zanderighi, L. Orsi
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引用次数: 1
Effectiveness of online referrals regarding services: the role of type of language and prior knowledge 在线推荐服务的有效性:语言类型和先验知识的作用
Micro & Macro Marketing Pub Date : 2018-04-01 DOI: 10.1431/89483
Cesare Amatulli, M. Angelis, Vito Tassiello
{"title":"Effectiveness of online referrals regarding services: the role of type of language and prior knowledge","authors":"Cesare Amatulli, M. Angelis, Vito Tassiello","doi":"10.1431/89483","DOIUrl":"https://doi.org/10.1431/89483","url":null,"abstract":"Due to the inherent risk and uncertainty characterizing pre-purchase service evaluation, consumers tend to rely on referrals from other consumers who already have experiences with that service. Thus, companies are eager to stimulate such referrals and improve their effectiveness. To this end, this research investigates how consumers' linguistic framing of service recommendations influences recipients' attitudes. Specifically, this study focuses on one key dimension of language - its abstractness (vs. concreteness) - and hypothesizes that the effect of language abstractness on referral persuasiveness depends on recipients' prior knowledge about the service in question. The results of an experiment in the context of medical services demonstrate that abstract language is more effective than concrete language for recipients with high prior knowledge. Moreover, this research shows that recipients' engagement in mental imagery processing is that makes abstract language more effective for those with high prior knowledge. This articles ends with a discussion of the study's implications for academic research, social communication and service management, along with its limitations and future research directions.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"11 7","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114103073","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
From Enthusiast to Testimonial: The Blogger Evolution 从发烧友到推荐人:博客的演变
Micro & Macro Marketing Pub Date : 2016-09-01 DOI: 10.1431/84722
A. Mortara, Geraldina Roberti
{"title":"From Enthusiast to Testimonial: The Blogger Evolution","authors":"A. Mortara, Geraldina Roberti","doi":"10.1431/84722","DOIUrl":"https://doi.org/10.1431/84722","url":null,"abstract":"The paper aims to demonstrate the evolution of the blogger's role from enthusiastic consumer of a product (or passionate about a topic) to beloved celebrity. Along this transformation the blogger becomes an opinion leader, able to orientate tastes, choices, and purchases of consumers. In this new role of influencer, the blogger is often chosen by companies as testimonial for their brands. The intrinsic danger of this transformation is the lack of consumer's trust in the blogger's independence. Although, the new role of the blogger as a celebrity fosters a different relationship, between the blogger and his/her audience, in which expertise related trust becomes unconditional admiration.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122433301","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
L'impiego dei divi nel marketing 明星在市场营销中的应用
Micro & Macro Marketing Pub Date : 2016-09-01 DOI: 10.1431/84719
Vanni Codeluppi
{"title":"L'impiego dei divi nel marketing","authors":"Vanni Codeluppi","doi":"10.1431/84719","DOIUrl":"https://doi.org/10.1431/84719","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123332381","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Dinamiche del mercato televisivo e il caso Apple Tv 电视市场动态和苹果电视案例
Micro & Macro Marketing Pub Date : 2014-04-01 DOI: 10.1431/76501
M. Gambaro, L. Pilotti
{"title":"Dinamiche del mercato televisivo e il caso Apple Tv","authors":"M. Gambaro, L. Pilotti","doi":"10.1431/76501","DOIUrl":"https://doi.org/10.1431/76501","url":null,"abstract":"The history of Apple is quite clear in its strategies and trajectoriesabout competition in the global techno-media towards a radical evolution of multimedia devices as an eco-system with the transformation of a user's evolved, educated and socialized by the global community for sharing data, information and knowledge encapsulated in a proprietary model (almost) closed. The main focus is a large connecting trajectory of technology and content, with a global community of users. A story of success so far focused on a \"trim\" as simple as unusual from a competitive point of view. An integrationist model and additive built around pairs evolutionary hardware, software, portable devices, content, and interaction with developers (loyal) users (fans). This is the engine of innovation, and given by the integration constant and never finished between hard and soft, between material and immaterial, between design and utility. In other words, an engine of integration between manufacturing and intelligent design mediated by light wings with a constant ability \"to learn by the final users\" (such as developers and intermediate) through a global brain and the incorporation of \"advanced\" chains of micro-innovations user-friendly, able to anticipate the future needs of users, final and intermediate. A strategic mechanism supported in the global competition from a business model powered by a strenuous defense of a highly integrated and closed proprietary model that \"forced\" to play by first comer following two main model: \"Agency Model\" and \"Advertisement Model\" between competition and cooperation. The entry of Apple into Tv market takes place in a period influenced by multiple dynamics of technological innovation and market as well as behavior (individual and collective) that could redefine the type of device and the predominant role of the different actors in the multimedia chain. We explore some of many economic and managerial implications.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"214 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115507495","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Brand egangement and brand experience. Similarities and differences 品牌管理和品牌体验。异同
Micro & Macro Marketing Pub Date : 2011-08-01 DOI: 10.1431/35138
M. Ferraresi
{"title":"Brand egangement and brand experience. Similarities and differences","authors":"M. Ferraresi","doi":"10.1431/35138","DOIUrl":"https://doi.org/10.1431/35138","url":null,"abstract":"The aim of the paper is an analysis and comparison of the two constructs Brand Engagement and Brand Experience. Through a brief survey of the literature the paper shows that brand engagement involves and dwells the consumers, and not only the consumer, in the world of brands. On the other hand brand experience is a construct that moves the marketing from an orientation to the market to an orientation to the client and the paper shows briefly how this experiential marketing works.Finally, the comparison shows that there is a special relation between these two terms and that the brand experience contains the brand engagement.We can simply place the brand engagement out of Aaker's Pyramid and put it in the brand experience module. Precisely the brand engagement is related with the Relate, the fifth brand experien ce module of the experiential marketing.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125068092","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
Grandparenthood and cognitive age: key variables for targeting the over-50 market 祖父母和认知年龄:瞄准50岁以上市场的关键变量
Micro & Macro Marketing Pub Date : 2010-12-03 DOI: 10.1431/33239
Lynn Sudbury, P. Simcock
{"title":"Grandparenthood and cognitive age: key variables for targeting the over-50 market","authors":"Lynn Sudbury, P. Simcock","doi":"10.1431/33239","DOIUrl":"https://doi.org/10.1431/33239","url":null,"abstract":"The growing importance of older consumers (aged 50 and above) is evident to marketers in Europe, North America and parts of south east Asia and Australasia. Increasingly, many companies that provide goods and services for children are targeting grandparents in the older consumer market to purchase these goods and services for their grandchildren. Recent marketing literature on the grandparent-grandchild relationship tends to focus solely on the grandchild, and little is known about the impact the relationship has on the grandparent. This paper presents findings from the first empirical study (n = 650) undertaken in the United Kingdom that examines the relationship from the grandparent's perspective, and specifically what effects it has on the grandparent's cognitive age. The results are discussed and recommendations are made for marketing strategy.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"309 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-12-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116117699","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Evoluzioni e Definizioni del Marketing. Convergenze e Divergenze 市场营销的发展和定义。收敛性和差异
Micro & Macro Marketing Pub Date : 2004-12-01 DOI: 10.1431/18856
Gilles Roehrich, J. Mathieu
{"title":"Evoluzioni e Definizioni del Marketing. Convergenze e Divergenze","authors":"Gilles Roehrich, J. Mathieu","doi":"10.1431/18856","DOIUrl":"https://doi.org/10.1431/18856","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"129 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2004-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134049976","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Effetti segnaletici della promozione sull'accettazione di un prodotto di largo consumo 推广对广泛消费产品的接受程度的信号效应
Micro & Macro Marketing Pub Date : 2004-01-25 DOI: 10.1431/18868
Pierre Desmet
{"title":"Effetti segnaletici della promozione sull'accettazione di un prodotto di largo consumo","authors":"Pierre Desmet","doi":"10.1431/18868","DOIUrl":"https://doi.org/10.1431/18868","url":null,"abstract":"In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price sensitivity and rejection rate beacuse the price is too high.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2004-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126300607","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Cause related marketing e comportamento del consumatore: lo stato dell'arte 与市场营销和消费者行为有关的案例:最先进的
Micro & Macro Marketing Pub Date : 1900-01-01 DOI: 10.1431/33238
I. Baghi
{"title":"Cause related marketing e comportamento del consumatore: lo stato dell'arte","authors":"I. Baghi","doi":"10.1431/33238","DOIUrl":"https://doi.org/10.1431/33238","url":null,"abstract":"Cause related marketing strategy appears and improves its potential as response to the people need to shape their purchase behavior in relation to the social responsibility mission of the firm. Consumers are still attracted by brand value and product features but they pay even more and more attention to the ethic dimension of the firm, that could become an important driver of the decision making process. The social value of the product can be considered as an added attribute that enrich alternatives and influence consumer purchase preferences. The present work aims to shed light on the most important literary contributions that approach the cause related marketing study in a consumer behaviour point of view.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"71 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115365966","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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