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

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

Developing corporate communications: insights from the Italian scenario

Purpose - Based on business manager perceptions in large firms, this paper explores the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage in Italian firms. Design/methodology/approach - A qualitative approach is deployed, comprising depth interviews with senior managers from corporations from a broad spectrum of industries including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy, and construction. Findings - The paper provides insights of corporate communication (corpcom) practices in the sampled companies. The research shows that corpcoms involves a complex range of activities leading to performances managed and implemented under CEO direction. Practical implications - Corpcoms is perceived as a strategic concept with effective application relative to managing corporate image and reputation. The findings offer insights for communication professionals who deal with corpcoms, branding, and marketing communications. Originality/value - Corpcoms can be viewed via lens of social actors’ perspectives, i.e. via practitioners – including brand managers and senior executives as they possess practical knowledge of contextual business setting and the managerial capacity to design and implement integrated corporate communications