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.

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

Effect of dietary Lippia citriodora extract onproductive performance and meat qualityparameters in hares ( Lepus europaeus Pall. )

Abstract. Three different dietary doses of Lippia citriodora natural extract were tested in order to verify their effect on productive performance and the meat quality of intensively-reared hare (Lepus europaeus Pall.). The 240 day-trial was conducted on 20 male hares, divided into 4 homogeneous groups of 5 animals each. A control group received a basal diet without any supplementation, and the other three experimental groups received a natural extract of Lippia citriodora, titrated in verbascoside, in the following amounts: 1 g, 1.5 g and 2 g of natural extract/kg feed in the low (LNE), medium (MNE), and high natural extract (HNE) groups, respectively. Natural extract enhanced the quality of the meat: there was a significant decrease (P<0.05) in saturated fatty acids and a significant increase (P<0.05) in mono- and poly-unsaturated fatty acids. The oxidative stability of the meat improved, thus highlighting a possible link between the decrease (P<0.05) in TBARS values and an increase (P<0.05) in lipid vitamin content. The cholesterol content of the meat decreased markedly (P<0.01) after the dietary verbascoside treatment, thus improving the health benefits of the meat. These results clearly show the important role of Lippia citriodora extract, titrated in verbascoside, in improving the quality of the meat of intensively-reared hares. In addition the present paper underlines how the use of natural antioxidant in the animal feeding system may provide healthier and low-oxidized products to the final consumer

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

Meat intake and non-Hodgkin lymphoma: a meta-analysis of observational studies

Purpose: High intake of meat has been inconsistently associated with increased risk of NonHodgkin Lymphoma (NHL). We carried out a meta-analysis to summarise the evidence of published observational studies reporting association between red meat and processed meat intake and NHL risk. Methods: Analytical studies reporting relative risks with 95% confidence intervals (95% CI) for the association between intake of red and/or processed meat and NHL or major histological subtypes were eligible. We conducted random-effects meta-analysis comparing lowest and highest intake categories and dose-response meta-analysis when risk estimates and intake levels were available for more than three exposure classes. Results: Fourteen studies (4 cohort and 10 case-control) were included in the meta-analysis, involving a total of 10121 NHL cases. The overall relative risks of NHL for the highest versus the lowest category of consumption were 1.14 (95%CI: 1.03, 1.26) for red meat and 1.06 (95%CI: 0.98, 1.15) for processed meat. Significant associations were present when the analysis was restricted to case-control studies but not when restricted to cohort studies. No significant associations were found for major NHL etiological subtypes. Dose response meta-analysis could be based only on 8 studies that provided sufficient data and, compared to no meat consumption, the overall NHL relative risk increased not linearly with increased daily intake of red meat. Conclusion: The observed positive association between red meat consumption and NHL is mainly supported by the effect estimates coming from case-control studies and is affected by multiple sources of heterogeneity. This meta-analysis provided mixed and inconclusive evidences on the supposed relationship between red and processed meat consumption and NHL

Soft matter films interfaced to electronic devices: capacitance-modulated field effect transistors integrating protein layers

Soft matter systems interfaced to an electronic device are presently one of the most challenging research activity that has relevance not only for fundamental studies but also for the development of highly performing bio-sensors. Layers of proteins anchored on solid surfaces have small capacitance that undergoes to only minute changes as the ligand–protein complex is formed. For properly designed systems, the protein layer represents smallest capacitance in a series of capacitors and as such dominates the overall capacitance. When such a protein layer is integrated in a Field Effect Transistor (FET) transduction is remarkably sensitive as the transistor output current is governed by the small changes due to ligand binding. These devices operate in aqueous solutions and are promising as portable sensors for point-of-care applications Two recent achievements will be illustrated: A) the sensitive and quantitative measurement of the weak interactions associated with the binding of neutral enantiomers to Odorant Binding Proteins (OBPs) [1]. immobilized to the gate of a bio-FET. Here the minute change in protein layer capacitance upon binding of S(-)-carvone and R(+)-carvone modulate the response of a water-gated OFET, allowing for chiral differential detection. The FET binding curves modelling provide information on the electrochemical free energies derived from the FET dissociation constants while the electrostatic component is isolated from the threshold voltage shifts. These can be combined with the chemical free energies gathered from the complex formation in solution, overall providing a comprehensive picture of the energy balances for a surface-bound pOBP-carvone complex undergoing chiral interactions. B) Hierarchically organized layers of phospholipids and proteins anchored on the surface of the semiconductor and acting as selective recognition elements independently form the solution ionic strength [2-3]. The charged moieties of the bound proteins along with the counter-ions form a layer that is analogous to an ionic gel. The fixed polyelectrolyte ions generate an electric field that confines the mobile counter-ions in the region of the fixed charges. Eventually a Donnan’s equilibrium is reached and the smallest capacitance in series is associated to the Donnan’s electrical double layer. The molecular recognition process (antigen/antibody in the present case) modify the charge density of the outermost layer and thus its capacitance. This capacitive tuning of the bio-FET response is virtually insensitive to the Debye’s length value and therefore is compatible with use of the transistor as sensor directly in biological fluids at high ionic strength . [1] M.Y. Mulla, E. Tuccori, M. Magliulo, G. Lattanzi, G. Palazzo, K. Persaud, L Torsi Capacitance-modulated transistor detects odorant binding protein chiral interactions Nat. Commun. 2015, 6, 6010 doi: 10.1038/ncomms7010 [2] M. Magliulo, A. Mallardi, M. Yusuf Mulla, S. Cotrone, B.R. Pistillo, P. Favia, I. Vikholm-Lundin, G. Palazzo, L Torsi Electrolyte-Gated Organic Field-Effect Transistor Sensors Based on Supported Biotinylated Phospholipid Bilayer Adv. Mater. 2013, 25, 2090–2094 DOI: 10.1002/adma.201203587 [3] G. Palazzo, D. De Tullio, M. Magliulo, A. Mallardi, F. Intranuovo, M.Y. Mulla, P. Favia, I. Vikholm-Lundin, L. Torsi Detection beyond the Debye’s length with an electrolyte gated organic field-effect transistor Adv. Mater. 2015, 27, 911-916. DOI: 10.1002/adma.201403541

The market reaction to unexpected earnings via discretionary accruals and sustainability reporting

We investigate the impact of earnings management on the sustainability reporting and branding position among the listed companies in the UK. We pay particular attention to the roles of discretionary accruals and find that they are negatively related to future stock returns. Key points This study builds on this prior work regarding the contribution of accruals to explaining future returns To understand the association between returns and earnings in accounting. Attempts to investigate the relationship by linking earnings management in annual financial and sustainability reporting A considerable body of research is concerned with the relation between accounting stock returns and earnings. To find positive or negative earnings management can create positive or negative returns. Managers may try to manage their earnings by using discretionary accruals. To show the ability of accruals for both actual and simulated earnings management