Advertising and brand trust: perspectives from the UK and Italy

The creation of a trusting brand identity through advertising has received relatively little attention in European marketing research. We explore this relationship by undertaking focus group research in the UK and Italy to identify the characteristics of print advertisements perceived as portraying a trusting image. The results show that advertisements that are simple, straightforward and clear are perceived as being more trusting. However, findings also show some differences between our national samples in relation to factors such as colour perception and consumer ethnocentrism. Young consumers are also quite critical of current advertising efforts in building a trusting brand image.

Migration flows, structural change, and growth convergence: A panel data analysis of Italian regions

The aim of this paper is to measure the impact of migration flows on growth via their effect on structural change. To this extent we build an empirical growth model in which migration flows and intersectoral wage differentials can affect the speed of labour readjustment between sectors and, ultimately, total factor productivity and growth. By employing Italian regional data stemming over more than four decades we measure the effects of interregional migration on regional growth and convergence. The results confirm that migration in general, and in particular the content of human capital of moving workers, is a relevant factor in determining the speed of technological change and growth.Migration; Structural change; Growth and convergence.

The positive effects of ingredient branding reached by Tetra Pak Italy

The aim of this article is to understand the key factors of success and advantages that Tetra Pak Italy reached thanks to Ingredient Branding (IB) implementation. In order to reach the goal of the paper, direct and indirect data were analysed. The primary data are the outcome of an in-deep interview with the Tetra Pak Italy marketing director, while the secondary data comes out from reports made available by the company. The reports present results – codified in tables and figures - of the cobranding campaign. The secondary data clearly showed that the IB strategy was successful. The use of primary data allows to identify the existence of several key factors of success of Tetra Pak Italy implementation of IB. This paper is a step in a stream of research that analyses IB in the supplier’s perspective. The contribution of the paper should not, however, be overstated. Actually, the analysis presents an initial foray into the realm of IB

Acoustic optimization of a high-speed train composite sandwich panel based on analytical and experimental Transmission Loss evaluation integrated by FE/Test correlation analysis

Present work purpose is to optimize the acoustic attenuation properties of a composite sandwich panel used for a high-speed train structure, choosing the best panel configuration which allows to improve the performances. Firstly, Nilsson’s analytical formulation for Transmission Loss (TL) evaluation has been implemented and experimentally validated on a typical material used for high-speed railway applications, highlighting the opportunity to use a different material to satisfy the new required design specifications. Different materials and stratifications have been then considered and TL parameter of each configuration have been calculated using Nilsson’s formulation, characterizing acoustic behavior in the frequency domain. Once found the composition which ensures the best compromise between high acoustic insulation and low weight, the panel has been physically realized. Finally, an experimental and a numerical modal analysis have been performed on it. Starting from both FE simulation and impact testing outcomes, a correlation study through the computation of the Modal Assurance Criterion (MAC), has been carried out. A good agreement between numerical and experimental analyses has been found, obtaining a reliable FE model for future improvements

Experimental Acoustic Measurements in Far Field and Near Field Conditions: Characterization of a Beauty Engine Cover

Present work focuses on experimental acoustic characterization of an engine beauty cover in far field and near field conditions. Specifically, a comparison between results coming from the two different experimental measurement techniques is presented. Experimental campaign has been carried out on a car engine compartment at different operating conditions, by using on one hand a typical pressure microphone for far field measurements accordingly the related prescribed standards, and on the other hand the more innovative Microflown p-u intensity probe (pressure – particle velocity sensor) for near field measurements. In the latter case, experimental tests have been conducted adopting the Scan & Paint method, based on the acquisition of sound pressure and particle velocity by manually moving the probe across the sound field whilst filming the event with a camera. Differently obtained results have been then analyzed highlighting the peculiarities of each of the two techniques. Finally, evaluating noise emissions with and without cover presence, it has been possible to verify the acoustic performances of the component, identifying a less performing acoustic behavior of the material at some specific frequencies. Hence, future developments could regard the possibility to implement an optimization process through the analysis of different materials and configurations, in order to improve cover acoustic insulation properties at the frequencies of interests

Automotive Materials: An Experimental Investigation of an Engine Bay Acoustic Performances

In this work an extensively experimental analysis aimed to verify the sound insulation properties of the engine bay of a commercial passenger car is carried out, evaluating the possibility to adopt different sound absorbing materials, to be applied under engine cover nylon skin, in the place of commonly used polyurethane foams. Experimental tests were performed on the vehicle at different stationary operating conditions, employing typical pressure microphones for far field measurements, according to the related prescribed standards. A limited number of materials has been initially selected through a preliminary analysis, and then employed for creating different engine cover configurations, which were subsequently tested in real engine operating conditions. For a good understanding of the obtained results, an experimental investigation through an innovative in situ impedance method aimed to assess acoustic properties of each considered material has been also performed. Among all the tested materials, only one able to ensure better acoustic performance at mid and high frequencies with respect to the already existing cover configuration, has been finally identified, after considering other selection criteria such as an adequate high temperature resistance and the most cost-effective solution. Future analyses will regard investigations on the use of additional materials, for solving problem in attenuating engine noise also at low frequencies

From CSR to CSI: analysing consumers' hostile responses to branding initiatives in social media-scape

Purpose - The paper analyses consumers’ hostile responses and ‘creative’ re-interpretation of a proactive Corporate Social Responsibility (CSR) brand communication campaign on social media by a leading Italian company in the energy industry that came to be perceived as a reactive Corporate Social Irresponsibility (CSI) performance. Design/methodology/approach - Taking Palazzo and Basu’s framework of scapes (2007) as a starting point, the paper explores the intersection between branding and CSR studies. After consideration of the lack of empirical studies on this subject, a content analysis of tweets generated from the campaign ‘Guerrieri’ of Enel is performed. Findings - Findings show the dialogic bottom-up approach results are ineffective due to the hijacking of original intent of the company in implementing its CSR communication initiatives. That is to say that corporate brand (CB) strategies can be easily re-interpreted in social media-scape in an opposing perspective, raising the risk of digital hijacking and boycotting initiatives. Practical implications - From a practical standpoint, the study informs managers so that they can evaluate complex problems implicated in the creation of CSR activities aimed at engaging consumers and virtual communities. Besides, the paper would like to aid managers when they face discontent or activism, suggesting they should turn the attention of their stakeholders through a re-evaluation of relevant CSR activities, potentially leveraging on a loyal public which has completely interiorised CB values and can act as brand ambassadors. Originality/value – The paper is one of the first attempts to study the nexus between CSR and CB in digitally-empowering contexts, clarifying the crucial role of social media-scape