Micro & Macro Marketing最新文献

{"title":"Consumatori e comportamento d'acquisto","authors":"Donata Vianelli","doi":"10.1431/74432","DOIUrl":"https://doi.org/10.1431/74432","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"9 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":"123686678","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}

{"title":"La nuova sfida per il prodotto a marchio: il caso di Coop Italia. Intervista a Giovanna Mennella","authors":"Giacomo Veraldi","doi":"10.1431/30803","DOIUrl":"https://doi.org/10.1431/30803","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"46 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":"126831483","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}

{"title":"Why do consumers buy counterfeit products? An exploratory analysis in Southern Italy","authors":"S. Pepe, A. Giannini","doi":"10.1431/31657","DOIUrl":"https://doi.org/10.1431/31657","url":null,"abstract":"In the last years the phenomenon of counterfeiting has become increasing across all sectors of the market, with negative effects both on economic and social level of the country. About issue of counterfeiting, in national and international literature, there are several studies, however, there are few empirical contributions. The aim of the present study, conducted on 1,000 subjects from four regions of Italy, is to investigate and identify the variables that most affect the choice and guide consumers toward the purchase of a counterfeit product. Regression analyses and structural equation models were carried out. The results show a pattern of relationships in which knowledge about counterfeit products not directly influence the behavior or the tendency to purchase, but indirectly, through their action on attitudes. These last, negatively influenced by knowledge represent a direct predictor of behavior for the purchase of non-original products. Some practical implications are discussed.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"67 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":"126902419","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}

{"title":"L'impatto del Made in Italy sul comportamento d'acquisto dei consumatori cinesi","authors":"Bernardo Balboni, Silvia Grappi, E. Martinelli, M. Vignola","doi":"10.1431/36060","DOIUrl":"https://doi.org/10.1431/36060","url":null,"abstract":"The paper analyses the Made in Italy effect on Chinese consumerbuying behavior regarding three specific product categories: wine,shoes and ceramic tiles. A research model aimed at testing the multidimensional dimensions featuring Country of Origin (Coo) - overall Country Image (Ci), Product Country Image (Pci) and Country Related Product Image (Crpi) - on the Chinese consumer intention to buy these Italian products is applied, verifying the level of consistency (Fit) between the products investigated and the country in which these products originated (Italy). Four-hundred and fifty questionnaires on Chinese consumers were collected and the data processed to test the model by applying structural equations modelling. Results show that Made in Italy influences the Chinese consumers' intention to buy the Italian products observed through causal links: the Italy country image (Ci) impacts on buying intentions through the mediating role of the Italian ability to manufacture products - in general (Pci) and regarding a specific product category (Crpi). Results also confirm the consistency (Fit) between the products investigated and the Italian origin. Scientific and managerial implications are derived.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"27 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":"116072677","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}

{"title":"Marchio evalorizzazione dei prodotti tipici e locali","authors":"D. Borra, P. Garoglio, S. Massaglia, S. Mazzarino","doi":"10.1431/38825","DOIUrl":"https://doi.org/10.1431/38825","url":null,"abstract":"The brand «Paniere (or, Hamper) of typical products from the Provinceof Turin» is an umbrella brand created by the Province of Turinwith the intent to make the most of some agrifood productions that canbe relevant for the local economy and that have a documented historyor a proven tie with the territory.The «Paniere» project was born in 2000 and in the past years it developedseveral actions aiming to increase the quality of the selectedproducts and their subsequent valorization from the point of view ofbusiness and information to the consumer.During the last few years, the improvement of the product by nowconsolidated, the main actions of valorization have concentrated on thepresence in fairs and markets and in the sales points of Eataly.The analysis was conducted on nine products considered as particularlymeaningful for their productive dimension or for the specific characteristicsof the product itself.The main producers were interviewed and asked to estimate the resultsof the project in terms of increase of the turnover, of its visibilityand the awareness both of the brand and the product. Moreover theywere asked to give an appraisal on the operations and the activities putin place by the Province.From the data collected it appears evident that the combined job ofthe Province and the several associations involved has brought to scatteredresults.In particular it is evident that no meaningful results have turned outwhereas a partnership between the different companies and the consortiumor the association that manages the brand of the product hasnot been formed, while on the contrary the results are worthy of notewhereas the logics of the collective job have been accepted.Beyond the specific differences of every single product the work onthe brand of the «Paniere» has brought an increase in awareness that isconfirmed also by the analysis carried out among the consumers. Thebrand is known within the Province of Turin thanks to the presencein the sales points of Eataly and also to the presence in the main localand international enogastronomic events that are carried out on theterritory.On the contrary, outside the Province of Turin the awareness of the«Paniere» brand decreases, according to consumers assertions, but theproducers point out that they had all the same an increase of their ownmarket also outside the local market.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"40 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":"122537398","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}

{"title":"Cobranding e strategie di estensione: alcune evidenze sperimentali","authors":"G. Bertoli, B. Busacca","doi":"10.1431/34371","DOIUrl":"https://doi.org/10.1431/34371","url":null,"abstract":"The paper summarizes the main results of two studies, focused on the contribution of co-branding to the success of a brand extension strategy. Among the risks of brand extension, there is also the one to stimulate a reaction of counterextension by competitors. Previous research showed that co-branding can reduce this risk. Starting form this evidence, the first study analyzes how product fit and brand fit of a cobranded extension may influence the consumers evaluation of counterextension. As for brand extension, research on the success of new co-branded products showed the importance of perceptual fit, between both product categories (product fit) and the images of the brands involved in the agreement (brand fit or image congruity). Other aspects require, however, a deeper evaluation. In this line of research, the second study investigates the impact of a particular feature of the hosting brand: the dominance, as intensity of the association between that brand and its original product category.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"34 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":"114580243","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}

{"title":"Le dimensioni fiduciarie nell'acquisto dei prodotti biologici: un'analisi esplorativa","authors":"C. Guido, Bel‐Serrat Silvia","doi":"10.1431/79726","DOIUrl":"https://doi.org/10.1431/79726","url":null,"abstract":"Over the last few years, the consumption of organic food products has considerably grown thanks to an increasing attention towards environmental and health issues. While there is a growing literature on consumer behavior, little is known about shopping behavior and the influence of distribution channels in consumers' perception. Considering the increasing in organic foods sales in grocery stores and the growing influence of retailers' strategies on consumers' decision, this paper intends to explore attitudes and behavior towards organic food products in order to understand which role brands and distribution channels have in consumers' perception of quality and safety. Our findings could help retailers and manufacturers to better understand how to build a trust relationship with consumers in order to encourage a growing consumption of organic food products.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"20 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":"121961628","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}

{"title":"An exploratory study of Social Media in corporate branding","authors":"Maria Vernuccio","doi":"10.1431/32512","DOIUrl":"https://doi.org/10.1431/32512","url":null,"abstract":"Corporate Brands are assuming increasing importance in competition. At the same time, interaction with (and among) the stakeholders has an increasing role in the construction in the brand's meaning. The aim of this paper is to identify emerging strategies in the use of Social Media in the corporate branding toolbox. The exploratory research has been pursued through a quantitative survey on 60 Corporate Brands. Content analysis was utilized as technique for data gathering, while data processing was undertaken through hierarchical cluster analysis. This study finds evidence of very different approaches to the use of Social Media in communicating the Corporate Brand. It also highlights future trends, particularly in terms of interactivity and opening up of the process of brand building with input from key stakeholders. In conclusion, an agenda for future research is proposed.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"24 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":"121980197","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}

{"title":"«Lactose-free» 2.0. Alignment and Mismatch in the Online Communication Exchange between Consumers and Brands of Lactose-free Products","authors":"G. Castellini, M. Savarese, Martina Pizzoli, G. Graffigna","doi":"10.1431/96469","DOIUrl":"https://doi.org/10.1431/96469","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"13 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":"122167328","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}

{"title":"Le dimensioni spaziali del consumo: le vie dello shopping","authors":"Luca Petruzzellis, V. Falcone","doi":"10.1431/20924","DOIUrl":"https://doi.org/10.1431/20924","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"62 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":"129757208","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}