Consumer touch points e prossimità cognitiva: uno, nessuno e centomila millennials

L’obiettivo di questo studio è quello di comprendere come la fiducia riposta dai consumatori nei diversi touch points (brand-owned, partner-owned, customerowned e social/external) possa influenzarne il successivo acquisto online. In più, in linea con alcuni precedenti lavori, abbiamo distinto delle sottocategorie di Millennials (18-23, 24-27 e 28-35) per comprendere differenze sia nella fiducia, che nell’ acquisto online. Il settore moda è stato scelto come setting empirico della nostra analisi. Partendo dalla letteratura, abbiamo quindi distinto sei variabili (offline brand-owned, online brand-owned, online partner-owned, social/external, influencer-owned e other consumer-owned) e ne abbiamo testato l’effetto sulle scelte di acquisto di 1294 Millennials italiani. I risultati delle nostre analisi in generale confermano un effetto positivo della fiducia nei confronti dei diversi TP sull’acquisto online. In più, le tre classi sono risultate significativamente distinte nelle dinamiche di fiducia ed acquisto

Branding your identity online! The importance of the family dimension for Italian family wine businesses’ foreign turnover

Purpose of the paper: Drawing on the resource-based view and moving from Devigili et al.’s (2018) framework on wine brand identity, the paper aims at investigating which brand identity dimensions family wine businesses are benefiting from in their foreign sales turnover. In particular, it focuses on the impact of the territorial identification (distinguishing between denomination, locality, region and country) and the governance attributes (looking at family, tradition, innovation and storytelling) on foreign sales turnover. Methodology: A unique database consisting of 120 family wine businesses has been analysed through an OLS regression model. Questionnaires were collected between 2017 and February 2019 through wineries’ websites and phone calls. Results: Our results indicate that family wine businesses are hampered by and benefit from the adoption of specific brand identity’s sub-dimensions. More precisely, the region of origin (territorial identification) and the use of tradition (governance attribute) have a negative impact on wineries’ foreign sales turnover, while only the use of family (governance attribute) has a positive impact. Research limitations: The paper is built on a sample of Tuscan family wine business. Practical implications: The study demonstrates that wineries need to pay attention to their online brand strategies. More precisely, family wine businesses should better emphasise their family dimension, while being careful of the region of origin and tradition sub-dimensions. Originality of the paper: The paper contributes to research on the internationalisation of family businesses and brand management by illustrating the main brand identity dimensions that lead to higher foreign sales turnover

Brand identity e comunicazione on-line. Un’analisi sulle imprese viti-vinicole toscane

L’obiettivo dello studio è identificare i principali driver della brand identity, utilizzati online dalle aziende viti-vinicole, per poi evidenziare come le stesse imprese contribuiscono, sulla base delle strategie implementate, a creare l’identità di un intero cluster viti-vinicolo. Per rispondere a questi quesiti è stata svolta un’ampia analisi della letteratura che ha permesso di sviluppare un framework teorico diviso in tre macro-aree concettuali: attributi di Prodotto/Processo, attributi Territoriali e attributi Sociali. La presenza dei driver individuati dal modello è stata quindi testata su un campione di 452 siti web di imprese toscane e, successivamente, attraverso un’analisi statistica discriminante, sono stati individuati i driver in grado di contraddistinguere le diverse identità dei tre cluster viti-vinicoli oggetto di indagine: Chianti, Chianti Classico e Brunello di Montalcino

From firm’s brand identity to cluster’s brand identity. A web-based analysis on Tuscan wineries

Purpose – This paper aims to investigate the brand identity drivers used online by wineries and to assess cluster identity from the analysis of firms’ specific branding strategies. Design/methodology/approach – Chianti, Chianti Classico and Brunello di Montalcino wine clusters (located in Tuscany, Italy) were selected as the set for this study. A total of 452 wineries websites were analyzed using a text frequency query, and the results were further examined through a discriminant analysis. Findings – The theoretical framework was modeled after a careful analysis of the literature and is composed of three macro-areas of identity drivers: locational, product/process and social attributes. The analysis of winery websites shows the presence of all the drivers examined, which explain not only the wineries’ specific strategies but also the drivers of a particular cluster’s brand identity. A discriminant analysis highlighted that some drivers are able to explain the unique characteristics of the three clusters. Originality/value – This research seeks to build a holistic investigation of all the identity drivers used by firms online. The specific brand identity focus and the holistic approach can enrich both academics and practitioners with a framework of current branding strategies

Determinants of business model innovation: the role of proximity and technology adoption

Objectives. This paper investigates the non-technological and technological determinants of BMI, focusing on the role of proximity dimensions and technology adoption (TA). In particular, the paper looks at whether technological (TP), organizational (OP) and social proximities (SP) influence TA and BMI, while geographical proximity (GP) moderates these relationships. Then, a mediation effect of TA over TP, OP, and SP on BMI is also tested. Methodology. Based on a unique sample of 123 firms, the impact of the technological, organizational and social proximities over TA is tested by an OLS regression analysis. Then, a logit regression is adopted to test the impact of independent variables on BMI. Finally, a mediation analysis - obtained through g-computation formula - is adopted to look at the mediation effect of TP. Findings. For both TA and BMI, TP has a positive influence and GP acts as moderator of SP. Moreover, while GP negatively influences TA, it has an inverted U-shaped impact on BMI. Lastly, TA has a positive influence on BMI, and it is able to mediate the effect of TP over BMI. Research limits. The study does not consider the multi-dimensional nature of each proximity dimension. Practical implications. This study suggests that firms should invest in TA if they want to innovate their business model, but also be careful at collaborating with too much socially proximate partners that may hinder BMI. However, when these partners are geographically close, their negative influence is mitigated. Originality of the study. This is the first quantitative study on the role of proximity dimensions on BMI

Going crazy for reviewing: The drivers spreading eWoM

Word-of-mouth (WoM) has always exerted a great effect on consumers’ behaviors and intentions. With the advent of internet, this influence has grown both in terms of potential audience reachable and of potential effect led to firms’ sales and reputation. Hence, the marketing literature has recently started to investigate motivations and drivers able to foster/hinder electronic-WOM (e-WOM). Therefore, this research aims to explore the effect on the propensity to share comments and reviews online (active WOM) of the following three drivers: (1) propensity to rely on passive WOM; (2) expected service quality; (3) propensity to spend. The authors tested their hypotheses on the fashion industry, collecting 1454 usable answers from Italian consumers. The results indicate that both passive WOM and propensity to spend are drivers able to foster the spread of e-WOM. On the other hand, expected service quality shows a significant negative direct effect and a significant positive indirect effect on active e-WOM: these two effects compensate each other. Thus, the total effect is negligibl