http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
IS SUSTAINABILITY SO APPEALING? A FOCUS ON LUXURY INDUSTRY
Laura Grazzini,Diletta Acuti,Valentina Mazzoli,Raffaele Donvito 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The present study contributes to the recent debate on luxury brands and sustainability practices. By combining Implicit Association Test (IAT) with two online experiments, the research aims at reconciling previous results on this topic. Particularly, in the first study, millennials’ unconscious associations to sustainable luxury are investigated. In the second study, the effect of sustainability on millennials intentions to buy toward luxury and fast-fashion products are assessed. Finally, the third study considers the role of different product appeals involved in the sustainability practices in determining consumers’ responses. Expected results of study 1 and 2 confirm the idea supported by a part of previous studies that sustainability is not automatically and positively associated to luxury brands. Study 3 provides with an explanation of discording results, by focusing on sustainability appeals and their centrality on the evaluation of luxury products. Theoretical and managerial implications are discussed.
Laura Grazzini,Raffaele Donvito,Gaetano Aiello,Daniele Pederzoli,Bruno Godey,Klaus-Peter Wiedmann,Chris Halliburton,Priscilla Chan 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The present study contributes to the international literature on brand personality and congruence. There is still a general lack of clarity regarding the measurement of the self-brand congruity construct. Moreover, in the light of international branding research cross-national validation of this measurement is needed. Previous empirical evidence also suggests a positive relationship between brand-self congruity and consumer-brand relationships (i.e. brand attachment) across nations and cultures, but the strength of these relationships requires deeper investigation. The present study therefore aims to test and validate a personality congruence scale at an international level and to measure the effect of congruence on brand attachment with specific reference to the luxury sector. A survey of nearly 1,500 international luxury customers has been conducted. Results confirm that personality congruence is based upon five dimensions (Prestige/Emotion/Trust/Anxiety/Order). In addition, the results highlight the existence and relative importance of the link between “personality congruence” and “brand attachment”. Finally, findings suggest similarities and differences across countries regarding specific dimensions of congruence scale and the personality congruence and attachment relationship. Both theoretical and managerial implications are provided.
GREEN PLACE BRANDING: THE ROLE OF USER-GENERATED CONTENT
Diletta Acuti,Laura Grazzini,Valentina Mazzoli,Gaetano Aiello 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The purpose of this study is to investigate how social media and user-generated content (UGC) foster consumer engagement through the development of a good city image. Special emphasis is placed on the attitudes of potential visitors, how these attitudes affect a city’s image, and the perceived social distance between users and the authors of social media content. The study adopts a 2 x 2 experimental design in which high/low green image and high/low social distance are examined. The results suggest that a green city image has a significant effect on potential visitors’ attitude towards cities. Moreover, this study found that the effects of social media content varies according to the perceived social distance between the author of the post and potential visitors.
ASSESSING ONLINE BRAND EXPERIENCE THROUGH CONSUMER BRAND ENGAGEMENT BEHAVIOR
Valentina Mazzoli,Raffaele Donvito,Laura Grazzini 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
This study aims at identifying a novel framework that further explains the relationship between brands and customers in the online context at different touchpoints (e.g. social media, website) of the customer journey. In pursuing this goal, authors expect online brand experience as the main trigger in determining specific customer brand engagement (CBE) behaviours.
Gaetano Aiello,Raffaele Donvito,Laura Grazzini,Chris Halliburton,Beverly Wagner,Juliette Wilson,Bruno Godey,Daniele Pederzoli,Iana Shokola 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.2
The aim of this paper is to analyze how Made in Italy products are retailed in theinternational markets. The research investigates the level of coherence between Italycountry image and the image of the stores where Italian brands are sold abroad; thefocus is about the internationalization process of Italian firms producing anddistributing high value goods in the fashion, furniture, food sectors with an explicitItalian Country-of-Origin (COO). The existent literature has considered and analyzedthe relationships between Brand and COO and its effect on consumers’ perceptions andbehavior. However, less attention has been devoted in the understanding of theinteraction between COO and point of sales. On the empirical side, using anobservational methodology, the research investigates nine mono-brand and multibrandretail stores in three international markets (France, Russia and The UnitedKingdom). Main findings show various degrees of the coherence level between thepoint of sales and Italian country image. In terms of managerial implications, theauthors suggest value offer proposals with a positive Country image should emphasizenot only brand and COO explicit connections but also recall the Country image in thestore.
EXPLORING PATIENTS’ TRUST DURING COVID-19 PANDEMIC
Sabina De Rosis,Laura Grazzini,Francesca Pennucci,Raffaele Donvito,Milena Vainieri,Gaetano Aiello 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Trust is well recognized as a critical component of effective health system processes, as patient trust is known to influence satisfaction and other health-related behaviors. The COVID-19 pandemic has strongly affected healthcare organizations, leading to the need for reorganizing services, practices, interactions. Particularly, because of COVID-19 pandemic, patient/doctor exchanges have increasingly been mediated by digital technologies, thus leading to potential devaluation of patients trust toward the healthcare system.
Gaetano Aiello,Raffaele Donvito,Laura Grazzini,Elisa Petrucci 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.3
The aim of the paper is to analyze the relationship between fashion events and the territory where they take place, focusing on how this relationship can also affect fashion consumers’ behavior. History and culture, together with creativity and innovation, represent the distinctive traits of global fashion cities; at the same time, these characteristics are the basis of fashion industry, which combine past, present and future in a constant stage of renewal. On the empirical side, using a qualitative methodology, the research presents a case study, investigating the relationship among the city of Florence and its most important fashion events, Pitti Immagine fairs. Main findings show the distinctive elements of these events, highlighting the strong synergy and the mutual influence between Pitti Immagine fashion events and the territory of Florence. In terms of managerial implications, the authors suggest the existence of a mutual effect between the Florentine city and Pitti Immagine, both in terms of enhancement of the reputation and in terms of influence on fashion consumers’ behavior, acting in this territory.
THE LUXURY DIMENSIONS IN THE AREA OF SOCIAL MEDIA:AN EXPLORATION OF LUXURY BRANDS ASSOCIATIONS
Gaetano Aiello,Raffaele Donvito,Valentina Mazzoli,Laura Grazzini 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The aim of this paper is to investigate, through a content analysis, the communication strategies used by luxury fashion brands on Twitter and the related Twitter eWOM, with the purpose to identify brand associations compared to luxury dimensions considered in literature (De Barnier et al. 2012; Godey et al. 2014). Within the luxury fashion environment, where every detail is meaningful and, consequently, every single word matters, this study attempts to provide a contribution into the field of luxury advertising, by comparing semantic fields of words chosen by digital fashion marketers and by popular fashion bloggers to the dimensions that define the luxury construct in luxury literature.