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Authenticity Generates Uniqueness, Trust, and Loyalty
A brand is authentic when different stakeholders (employees, shareholders, customers, suppliers, etc.) feel that there is an alignment between declared values and objectives and concrete actions, inside the company and on the market. A strong, differentiated company culture contributes to a strong, differentiated brand, driven by the same purpose and values (Yohn, 2017). The brand is therefore ...
Personalizing the Product, but with Moderation
Traditionally, for the high-end consumer, the value of a product typically stems from its high price and limited accessibility, including in terms of distribution, generally accompanied by superior quality and a legitimacy often deeply rooted in the brand's heritage, that is, its history, that is extraordinarily important to confer desirability to the goods or services and boost the self-esteem of ...
Between Myth and Reality. In-store Brand Equity in Times of Crisis
What objectives does brand industry visual merchandising set in Large-Scale Retail stores, and what is its scope of action? Which companies primarily focus on maximizing space productivity with a more efficiency-driven approach, and which ones interpret the retail store in a more value-oriented way, concentrating on communication and brand identity consolidation? Is there still a clear distinction ...
Business Marketing in the Era of Generative AI
Between feared risks and hoped-for opportunities, the applications of GAI are rapidly impacting management disciplines, particularly Business Marketing. Human interaction is still very much present in this field, which on the one hand, limits potentially more threatening aspects, and on the other, allows for the optimal exploitation of the advantages of new technologies.
Beyond Victory: Fan Engagement Between Identity and Community
On May 15, 2020, during the initial phase of the COVID-19 pandemic, the Bundesliga, one of the major European football leagues, officially resumed play with new protocols, new rules, and, above all, empty stadiums. Following the Bundesliga, with different methods and timelines, all major sports leagues worldwide decided to restart initially without spectators and then gradually reopened to reach 100 ...
More Characters, Better Twitter?
Il 2016 ha rappresentato l’ottavo anno di effettiva operatività per Twitter, uno snodo spesso cruciale nella vita delle Internet companies. Nel corso dell’anno, il valore azionario dell’azienda ha toccato il minimo storico, sollevando numerosi interrogativi sul futuro di medio-lungo periodo della piattaforma social. Per far fronte alla dinamica sfavorevole, il CEO Jack Dorsey ha proposto di ...
The Boom of Sex Toys (Thanks to E-commerce)
1969. The year the first sex shop opened in Italy. Since then the number of such stores has grown, especially in the 1980s and ’90s. Today the approximately 500 “physical” stores present in Italy[1] must deal with the opening of an increasing number of stores present exclusively online. This is a trend taking place throughout Europe: for example, the Beate Uhse company, that had a chain of franchises ...
Fantastical thinking, transportation and persuasion in advertising
Nowadays using advertising narratives is becoming a priority for companies that want to capture customers’ attention (Hogan 2003). Narrative advertising (i.e. story-like format advertisements which contain rich details thematically and temporally related (Adaval, Wyer 1998; Wells 1989) are able to engage individuals (Hirschman 2010). This is the case of the new Dior campaign (2011) crafted ...
A Glance at the Future. The Effects of Anticipated Disclosure of Concept Products on Consumer Evaluation of Marketed Products
In 2010 Canon introduced to the public its Wonder Camera concept, a futuristic reflex camera that is currently under development at Canon’s lab, and that is forecasted to be launched on the market in 2030. The concept camera has been presented as implementing many breakthrough innovations. For instance, it features a single integrated lens with unprecedented focal length whereas current reflex cameras ...
Market driving strategies
Ever since market orientation was conceptualized and provided managers with a framework for managing sustainable competitive advantage (Kumar, Jones, Vankatesan, Leone 2011), firms have increasingly been recognizing customers as kings, focusing on satisfying their needs, and asserted customer centricity as their key value. This narrow understanding of the marketing concept led firms to struggle in ...