FRANCESCA DE CANIO - personale UniMoRe

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FRANCESCA DE CANIO

Ricercatore t.d. art. 24 c. 3 lett. B
Dipartimento Scienze della Vita sede ex Scienze Farmaceutiche Via Campi 103

Pubblicazioni

2024 - Are gluten-free products healthy for non-celiac consumers? How the perception of well-being moderates gluten-free addiction [Articolo su rivista]
Zerbini, Cristina; De Canio, Francesca; Martinelli, Elisa; Luceri, Beatrice
abstract

2024 - Consumption of plant-based foods: motives and drivers among Italian consumers [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca
abstract

The chapter investigates the motives driving Italian consumers to eat plant-based foods (PBFs) among omnivores, exploring the moderating role of consumer innovativeness – in its hedonist and social connotations – and how environmental and health concerns affect the attitude-intention path. The results show that environmental and health concerns are the main motives driving the consumption of PBFs both directly and indirectly. The attitude-intention path is positively moderated by social innovativeness, but not by hedonist innovativeness. Gender, but not age, is confirmed as an important driver of consumer’s tendency to eat PBFs. Theoretical and managerial implications are then derived, contributing to foster academic knowledge on an underresearched consumer target and to prove the effect of social innovativeness as an attitude-intention path moderator – an effect that, to our knowledge, is novel.

2024 - Package-free products: How to improve pro-environmental buying behaviors among consumers [Articolo su rivista]
De Canio, F.; Viglia, G.; Lombart, C.
abstract

The packaging of consumer goods is considered a main cause of household waste. Worldwide institutions are pressing companies to realize solutions that minimize packaging and comply with sustainable development goals (SDGs). Similarly, emerging EU Directives are prompting countries and operators to cut off the packaging of fastmoving consumer goods. The offer of package-free products – alternatively named bulk products – represents an effective solution. Applying a mixed method approach to data collected during and after the pandemic, this paper explores consumers' propensity for bulk products, identifying potential benefits and barriers consumers face when buying package-free products. We find that consumers are keen to buy bulk products not to conform to society but as they perceive it as a personal contribution to environmental protection. However, greater familiarity with package-free products is necessary for adopting this emerging pro-environmental behavior. Thus, we encourage i) manufacturers to develop and propose new package-free lines, ii) retailers to provide package-free assortment options to attract new consumer targets, iii) institutions and policymakers to promote sustainable behavior among citizens favoring familiarity with this shopping option.

2023 - Are consumers’ food purchase intentions impacted by blockchain technology? [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca
abstract

Framing of the research. Consumers are increasingly concerned with food products’ authenticity and traceability. Blockchain technology (BCT) enables end-to-end traceability to the food supply chain, accessible to consumers through their mobiles. Purpose of the paper. The study aims at understanding consumers’ knowledge and factors affecting the intention to adopt the BCT when shopping for food. A model based on an integrated version of the TAM is verified. Methodology. A survey based on a structured questionnaire was digitally shared among consumers. 392 responses were collected; PLS-SEM was used to verify the proposed model on the sample of knowledgeable consumers (N: 120). Results. The level of knowledge of the BCT is very low (31% of the sample). Perceived usefulness (PU) and perceived ease of use (PE) influence the attitude-intention to adopt path. The technology principles knowledge impacts PU, PE, and blockchain guarantee, while the latter positively impacts on attitude. Indirect effects are all verified. Research limitations. Due to the novelty of the phenomenon, the sample is small as the study focused only on knowledgeable consumers, limiting the generalizability of results. Cross-cultural studies may improve our knowledge. Managerial implications. Our results are useful to supply chain members and especially to managers of manufacturing and retail companies willing to provide solutions to guarantee authenticity and traceability to consumers and institutions aimed at protecting their citizens. Originality of the paper. The BCT studies are mainly focused on the firm side, while little data or insights on the consumer side are available.

2023 - Consumer willingness to pay more for pro-environmental packages: The moderating role of familiarity [Articolo su rivista]
DE CANIO, Francesca
abstract

Institutional regulations and market trends are spurring companies to invest more in pro-environmental and sustainable products. Within the pro-environmental offer, there are several packaging alternatives, from sustainably packaged to unpackaged products – so-called bulk – and/or labels, compelling companies into making a complex investment choice. Further, the required higher investments do not always find consumers' approval. Consumers often consider pro-environmental packaging as excessively expensive. Within this context, this study seeks to understand how to exploit the consumers' greater attention to sustainability and well-being to boost consumers’ willingness to pay more for pro-environmental products. In doing so, the study compares two packaging options (i.e., sustainably packaged products and bulk products). Additionally, the study assesses differences between highly and slightly familiar consumers, evidencing how to properly encounter the expectations of the two segments. The findings, derived by a multigroup structural equation model conducted on 278 structured questionnaires, reveal that health concern impact is more relevant to highly familiar consumers while environmental concern is for slightly familiar consumers. For the latter, label influence plays a primary role in enhancing their willingness to pay more for pro-environmental products. Overall, sustainably packaged products are preferred to unpackaged products.

2023 - Enhancing Traditional Product Brand Equity through the Mountain Product label: a Consumer-Based Brand Equity approach [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca; Sarti, Elena
abstract

Promoting traditional mountain food products guarantees consumers of products’ quality, supports local economies and promotes farm sustainability in mountain regions. The EU Commission has introduced the “Mountain Product” (MP) denomination to this aim. However, the MP label strives to be used by producers and has low awareness among consumers. Our study aims to assess the contribution of the MP label to the brand equity of products farmed in mountain regions. This is performed by assessing the brand equity antecedents of the MP label brand equity and verifying the latter effect on a traditional product brand equity: a potato cultivated in the Modena Apennines named the “Montese potato”. A survey through a structured questionnaire was administered in-store to a sample of 317 consumers and analysed with the CB-SEM method to assess the validity of the hypotheses underpinning our study. Results confirm that MP brand awareness, perceived brand quality and brand associations are all positive and significant drivers of the MP label brand equity. Moreover, the MP label brand equity positively and significantly influences the specific product's brand equity. Our findings provide implications for producers and retailers interested in using the MP label but doubtful of its value creation.

2023 - Exploring channel switching in the aftermath of the Covid-19 pandemic: Are shoppers all driven by the same motivations? [Articolo su rivista]
De Canio, F.; Fuentes-Blasco, M.; Martinelli, E.
abstract

Purpose: The pandemic impacted consumers' shopping processes, leading them to approach the online channel for grocery shopping for the first time. The paper contributes to the retailing literature by identifying different grocery shopper segments willing to switch online moved by heterogeneous motivations. Integrating the technology acceptance model 2 (TAM-2) and the protection motivation theory (PMT), this study identifies technology-related and Covid-related motivations jointly impacting channel switching. Design/methodology/approach: A mixture regression model was estimated on the 370 valid questionnaires, filled out by Italian shoppers, delivering four internally consistent segments. Findings: The results reveal the existence of four segments willing to switch towards the online channel for grocery shopping in the aftermath of the pandemic. Utilitarian shoppers would switch online as they consider the online channel useful and easy to use. Responsive shoppers will prefer the online channel driven by the fear of being infected in-store. Novel enthusiasts show interest in the online channel to not catch the virus and cope with emotional fear, although they consider online shopping as an enjoyable and useful activity as well. Smart shoppers consider online shopping as an easy-to-use alternative for their grocery purchases. Originality/value: This paper identifies technology-related and Covid-related motivations jointly impacting shoppers' channel switching to online and presents a novel method – i.e. mixture regression – allowing for the identification of shopper segments motivated by different reasons, both emotional and utilitarian, to switch towards the online channel for their grocery shopping. Among other motivations, the fear of Covid-19 is identified as a relevant motivation to switch to online.

2023 - Exploring how to use virtual tours to create an interactive customer remote experience [Articolo su rivista]
Peruzzini, M; Cavallaro, S; Grandi, F; Martinelli, E; De Canio, F
abstract

This paper investigates the use of Virtual Reality (VR) to develop virtual tour applications for marketing purposes. The aim is to explore how virtual technologies can support the creation of knowledge about a specific food product and the achievement of user engagement by a multi-sensory virtual tour of the real production site. The study provides design guidelines to create a valuable, multisensory experience by VR tours and demonstrate how the adoption of a user-driven approach, instead of a technology-driven approach, allows to achieve a positive intention to buy. The case study was represented by one of the excellences among Italian food products, the Parmigiano Reggiano (PR) cheese. The PR virtual tour was validated by a user testing campaign, involving more than 70 users: users' reactions and feedback were collected by human physiological data monitoring and questionnaires' administration. The research results demonstrated how virtual technologies could effectively help people to create a solid knowledge about a food product to support the marketing process and to form an intention to buy thanks to a better understanding of the quality of the local and traditional productions.

2023 - Exploring perceived post-disaster performance in micro-businesses: how does entrepreneur psychological resilience matter? [Articolo su rivista]
Tagliazucchi, Giulia; De Canio, Francesca; Martinelli, Elisa
abstract

2023 - Exploring the impact of the “Mountain Product” label guarantee on the attitude-intention path [Relazione in Atti di Convegno]
Martinelli, E.; De Canio, F.
abstract

This study aims at verifying a structural model in which the Mountain Product label’s guarantee impacts as a second order construct on the attitude-intention path, considering the intention to purchase mountain food products as dependent variable and controlling for the level of the MP label knowledge. The MP label guarantee acts as a multidimensional construct. All the postulated HPs are verified evidencing the importance played by the MP label guarantee in generating positive attitudes and behavioural intentions in consumers. This can be amplified through a higher product label knowledge. Marketing implications are derived.

2023 - Exploring the spread of Food and Wine Tourism: A preliminary analysis [Relazione in Atti di Convegno]
DE CANIO, Francesca; Endrighi, Emiro
abstract

Food and wine are acquiring an increasingly important role in the development of the Italian tourist offer. On the other hand, tourists spend a significant share of their travel budget to interact and experience the destination’s food and wine, consume culinary products on-site and purchase food and wine products to take home. On the other hand, food and wine support local cultural knowledge and identity and provide an authentic and emotional travel experience. The phenomenon of food and wine tourism (F&WT) is today at its peak. This study analyses the strengths and weaknesses of the phenomenon and tries, through interaction with F&WT operators, to understand its future evolution. The results of a preliminary semi-structured survey carried out among F&WT operators are discussed to derive insights for scholars and practitioners.

2023 - IL RUOLO DELLA SOSTENIBILITÀ PERCEPITA NELLO SVILUPPO DELLA FEDELTÀ AL RETAILER. UN’ANALISI SUI CONSUMATORI ITALIANI [Capitolo/Saggio]
Martinelli, Elisa; DE CANIO, Francesca
abstract

2023 - Reopening after the pandemic: leveraging the destination image to offset the negative effects of perceived risk. [Articolo su rivista]
DE CANIO, Francesca; Martinelli, Elisa; Viglia, Giampaolo
abstract

The Covid-19 pandemic outbreak is dramatically affecting travelers’ behavioral intentions. The higher level of risk perceived has reduced people’s intention to travel, especially among those lacking self-confidence. The present study investigates how travelers’ personality traits (i.e., information acquisition and personal outcome decision-making) impact destination image and perceived risk to get infected by the Covid-19 virus may influence travelers’ attitude and travel intention. An online survey was administered among social networks. A structural equation model was developed on a dataset of 344 questionnaires filled by Italian travelers. The findings of the study confirm that, on one hand, the high sense of travelers’ perceived risk, enhanced by personal outcome decision-making, is dramatically reducing their travel intentions by reducing travelers’ attitude toward travel during the Covid-19 pandemic. On the other hand, the destination image, enhanced by information acquisition, offsets the negative effect of risk. This study provides insights to tourism operators and policymakers who are trying to cope with an unstable and raveled sector, badly hit by the pandemic. In this stage of the pandemic, operators should improve the image of their service quality to reassure travelers of the possibility of contracting the virus at restaurants and accommodations. Policymakers should support policies to encourage domestic tourism.

2022 - Consumer perceived ethicality of the retailer and shopping behaviour: the moderating role of consumer’s ethical beliefs [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca
abstract

Consumers are increasingly prone to make their shopping choices also considering companies’ ethics. However, the positive effects of an ethical approach in running a company’s business still remain largely undefined, especially in the retailing sector where this orientation is in its infancy. To assess the possible benefit of retailer’s ethicality, we propose a study aimed at investigating how the consumer perceived ethicality of the retailer (CPER) affects customer loyalty – conceived in its cognitive-behavioural link – and word-of-mouth, when the moderating role of consumer’s ethical beliefs is considered too. Applying structural equation modelling to data collected through an online survey administered to a sample of shoppers, the proposed model is verified. Results show that CPER affects both repurchase intentions and word-of-mouth, while consumers’ ethical beliefs positively moderate the relationship between consumer perceptions of the ethics of the retailer and positive word-of-mouth but not the link between CPER and repatronage behaviour. Findings also prove that CPER indirectly develops behavioural loyalty to the retailer, through the mediating role of repurchase intentions. In so doing, the study contributes to the consumer behaviour and customer loyalty literature. It also contributes to managerial and practise knowledge proving the important role performed by the retailer’s ethicality in developing customer loyalty.

2022 - Experiencing a Food Production Site Using Wearable Devices: The Indirect Impact of Immersion and Presence in VR Tours [Articolo su rivista]
DE CANIO, Francesca; Martinelli, Elisa; Peruzzini, Margherita; Cavallaro, Sara
abstract

Virtual reality (VR) is among the main technologies revolutionizing numerous sectors, including tourism. In the latter context, virtual tours (VTs) are finding increasing application. Providing an immersive and realistic human–machine interaction, VR tours can bring visitors to virtually experience destination areas. The proposed research presents a theoretical and empirical investigation of the role played by some technical VR features (i.e., presence, immersion, ease-of-use) on VR visitors’ enjoyment, satisfaction, and, accordingly, on the physical visit intention of the production site and neighboring areas. After having experienced a 360-degree VR tour of a food production site, created specifically for this study, 140 visitors were surveyed online. Results—emerging from a PLS structural equation model—show that immersion and presence both directly impact the enjoyment and indirectly the user’s VR tour satisfaction and visit intention. Further, if the VR tour is perceived as easy to use, it influences visitors’ satisfaction and physical visit intention. This study contributes to the novel VR literature, applied in the tourism sector, evidencing how immersive and enjoyable scenarios, experienced via widespread devices such as smartphones, may impact tourists’ choices. In food tourism, VR technologies can be fundamental in attracting new visitors to the production sites and neighboring areas.

2022 - Experiencing food by visiting its production site [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca; Peruzzini, Margherita; Cavallaro, Sara
abstract

2022 - Extrinsic motivations behind mobile shopping: what drives regular and occasional shoppers? [Articolo su rivista]
De Canio, F.; Fuentes-Blasco, M.; Martinelli, E.
abstract

Purpose: This paper aims at shedding light on the competing extrinsic motivations behind the mobile shopping process of regular and occasional shoppers. Price and convenience, shopping security, order delivery and post-sale service are investigated as antecedents of the mobile shopping attitude-intention path. Design/methodology/approach: The empirical analysis is based on a multigroup structural equation model (SEM) developed on 903 online questionnaires collected among Chinese shoppers in a pre-Covid-19 pandemic retailing context. Findings: Findings evidence contrary motivations behind the attitude – intention to shop using a mobile retail app of regular and occasional shoppers. While all the investigated aspects result to be positively relevant for regular m-shoppers, shopping security and post-sale service do not impact the attitude – intention path of occasional mobile shoppers. Results support retailers’ strategies in the context of mobile shopping growth. Originality/value: The paper contributes to the emerging retailing literature on mobile shopping by offering a comparison of the motivations behind the mobile shopping intention of regular and occasional shoppers. Extrinsic motivations before, during and after the transaction are jointly investigated in the study.

2022 - How the hospitality industry reacts to COVID-19: structural, managerial and tactical factors [Articolo su rivista]
Piga, C. A.; Abrate, G.; Viglia, G.; De Canio, F.
abstract

This paper investigates hoteliers’ short-term recovery strategies during the pandemic. Stemming from management crisis theory and the resource-based view of the firm, this article focuses on two environments differently hit by COVID-19, i.e. London and Munich. The findings show that hotels with a more managerial approach have more proactively applied dynamic pricing strategies. When dealing with high severity levels of the pandemic, hoteliers make use of a more streamlined booking portfolio to cope with the crisis. We provide theoretical implications and actionable managerial levers for hoteliers and the wider pricing community on how to maximize revenues during the pandemic.

2022 - Segmenting the post-Covid online shopping switching intention [Abstract in Atti di Convegno]
DE CANIO, Francesca; Fuentes-Blasco, Maria; Martinelli, Elisa
abstract

The spread of the Covid-19 pandemic has accelerated the online shopping, creating an unexpected surge for digitalisation. Due to continuous lockdowns and a greater risk of contagion from Covid-19, shoppers have begun to approach the online channel also for food purchases. Online fresh food shopping frequency raised 71.2% during the pandemic (Lu et al., 2022). Recent studies showed that although the pandemic has offered ample opportunities for retailers grappling with the implementation of the online channel, the lack of professionalism of brick-and-mortar retailers can nullify the opportunities opened by Covid-19 for their online sales (Becker et al., 2021).

2022 - Switching from off-line to on-line in pandemic times: the role of response efficacy and tangible facilities [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca
abstract

Framing of the research. The lockdowns and distancing measures introduced to face the Covid-19 pandemic have brought people to forcedly become accustomed to remote shopping as a coping strategy. Academics and practitioners are questioning if these behaviours can be permanent or only temporary and what are the drivers to use to respond to changing buying patterns. Purpose of the paper. This explorative study applies an extension of the Theory of Planned Behaviour (TPB) to understand consumers’ intention to switch from off-line to on-line channels in the aftermath of the pandemic, investigating the role of response efficacy to Covid-19 and tangible facilities. Methodology. The research is performed through a survey based on a structured questionnaire submitted on-line. 370 questionnaires were collected and processed using a structural equation modelling technique. Results. Consumers’ switching intention to on-line channels are significantly and positively impacted by attitude towards on-line shopping and response efficacy to Covid-19, but not by perceived behavioural control and subjective norms. Tangible facilities exert a direct impact on consumers’ intention to switch from off-line to on-line channels, as well as moderate the attitude-intention relationship diminishing consumers’ proneness to on-line switching. Research limitations. The study is explorative in nature. The survey focuses on consumers’ channel switching intention but does not include actual behaviour. The analysis focuses on Italians shoppers but it could benefit from comparing a more evolved national context in relation to e-commerce. Managerial implications. Our findings can help retailers in better understanding what expecting from shoppers after the pandemic and what are the drivers they should manage if they want to support or prevent channel switching to on-line. Originality of the paper. This paper provides evidence of the role of the pandemic in supporting the switch towards on-line channels by consumers, opening up new perspectives on channel switching influential factors.

2021 - Adopting revenue management strategies and data sharing to cope with crises [Articolo su rivista]
Viglia, Giampaolo; De Canio, Francesca; Stoppani, Anna; Invernizzi, Anna Chiara; Cerutti, Stefania
abstract

Within a context of a continuous and unpredictable crisis, operators need to adapt their strategies to maximize revenues. This article explores, through a mixed-method approach, how hoteliers re-arranged their supply management strategies during the crisis. Structured interviews show that the adoption of disruptive and dynamic strategies and the collaboration with different stakeholders are key factors for resilience. To investigate the collaboration trait, we conducted a field experiment with 134 hoteliers. Our results reveal that, with the presence of a significant quota of data disclosure, hoteliers will share their data as they feel a perceived benefit, which activates their contextual reciprocity. These findings support the implementation of successful collaboration strategies for revenue maximization.

2021 - Consumers’ Channel Switching Behaviour from Off-line to On-line: The Role of the Fear of Covid-19 [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca; Nardin, Giuseppe
abstract

The spread of the Covid-19 pandemic is heavily altering how people shop. For instance, a push in on-line purchases is evident. The currentwork applies the Theory of Planned Behaviour (TPB) to understand consumers’ intention to switch from off-line to on-line channels in the aftermath of the lockdown. Specifically, within this framework,we explore howdifferent sources of consumers’ fears generated by the spread of the Covid-19 pandemic – symptomatic and emotional - impact on consumers’ channel switching behaviour, leading shoppers to switch from buying grocery in physical stores to purchase them on-line. The empirical analysis is settled on 310 questionnaires collected on-line survey and processed using a linear regression analysis. Our findings show that consumers’ switching intentions to on-line channels are significantly and positively impacted by attitude, subjective norms and perceived behavioural control, showing a better predictive power when the dimensions of Covid-19 fear are added. While symptomatic fear acts positively on the intention to switch to on-line, emotional fear exerts a negative role. Managerial insights for retailers are provided.

2021 - Country image dimensions and retail brand equity. A multi-cue analysis [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca
abstract

Frame of the research: Today, retailers possess stronger brands with a high level of awareness and are increasingly going international. A better understanding of consumer-based brand equity (CBBE) from an international marketing perspective is required. Purpose of the paper: To this aim, this study investigates the factors affecting retail brand equity (RBE) when a multi-cue approach is applied, that is: considering traditional RBE antecedents (e.g. retail brand awareness, retail brand image, retail perceived value) together with country image (CI) cues - in their cognitive and affective dimensions. Methodology: A survey was carried out administering a structured questionnaire to a sample of consumers. A structural equation modeling (SEM) was employed to test the proposed model. Findings: All the postulated relationships were verified, apart from the retail perceived value (RPV). Country image affects retail brand equity, but unexpectedly. While the cognitive image of the retailer’s country of origin exerts a negative effect, the affective country image impacts in a positive way. Research limits: Despite the contribution to the retailing and international marketing literature, the research has some limitations. It is performed on a single retail brand and focused on Italian consumers only. Finally, this first study did not include any mediating or moderating variables. Practical implications: International retailers, with particular attention to discounters, would understand the factors to leverage in order to boost their consumer-based brand equity. Originality of the paper: So far, poor attention has been given to the effect of country image on retail brand equity. However, the retailer’s image develops not only in accordance with the service provided, but also in relation to the stereotypes connected with the retailer’s country of origin. Moreover, the study employs a multi-cue perspective, using traditional RBE antecedents together with CI dimensions.

2021 - EU quality label vs organic food products: A multigroup structural equation modeling to assess consumers’ intention to buy in light of sustainable motives. [Articolo su rivista]
De Canio, F.; Martinelli, E.
abstract

Consumers are increasingly paying attention to their food choices in light of sustainability. Regional and locally produced food, as well as organic products, are experiencing an increasing success amongst consumers as perceived as authentic high-quality food products, able to contribute to sustainable methods of production and consumption. Applying the Theory of Reasoned Action, this work compares consumers’ intention to buy EU quality label and organic food products. A multi-group structural equation modeling was used to estimate differences between perceived product quality, sustainable motives (i.e. willingness to pay a premium price for sustainable products and products with recyclable packaging), and health concern while controlling for product knowledge. A total of 155 organic shoppers and 215 EU quality label shoppers were surveyed for this purpose. Results revealed different motives at the roots of the two products buying choices. On one hand, shoppers are willing to pay a premium price for sustainable EU quality label foods. On the other hand, recyclable packaging is mandatory to shape the intention to buy organic foods. The study proposes theoretical and managerial implications and draws further research studies on consumers’ food choices.

2021 - Engaging shoppers through mobile apps: the role of gamification [Articolo su rivista]
De Canio, F.; Fuentes-Blasco, M.; Martinelli, E.
abstract

Purpose: The purpose of this paper is to examine the influence of several intrinsic motivations driving consumers' intention to buy using a mobile app, namely: shopping gamification, focussed attention, shopping enjoyment and socialness, through the mediating role of shopping engagement. The online shopping experience is investigated in its dual role as direct driver of the intention to buy using a mobile app and as moderator of the shopping engagement – intention to buy using a mobile app path. Design/methodology/approach: The empirical analysis was performed in China due to the extensive usage of mobile shopping apps amongst the Chinese population. A structural equation model was estimated on 893 valid and complete structured questionnaires collected amongst a sample of Chinese consumers. Findings: Findings confirm that intrinsic motivations (i.e. shopping gamification, focussed attention, shopping enjoyment and socialness) indirectly influence the intention to buy using a mobile app channelled by shopping engagement. Most remarkably, results show that the online shopping experience positively moderates the shopping engagement – intention to buy using a mobile app path. Originality/value: The novelty of the paper lies in the conceptual and empirical evidence provided on shopping gamification, within the retailing marketing domain. The study investigates other related intrinsic motivations that jointly with shopping gamification directly influence shopping engagement and indirectly impact mobile shopping intention. The paper provides insights into the moderating role of online shopping experience, a key aspect when the challenge concerning gamification is considered.

2021 - Enhancing consumers' pro-environmental purchase intentions: the moderating role of environmental concern [Articolo su rivista]
De Canio, F.; Martinelli, E.; Endrighi, E.
abstract

Purpose: Environmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option when consumers go shopping. This paper analyses how environmental concern moderates the role played by external factors – preference towards sustainable retailers and trust in sustainable producers – in determining consumer purchase intentions for sustainable packaged foods. Consumer involvement in eco-friendly labels, increasingly present in food packages, is investigated as indirectly impacting pro-environmental purchase intentions. Design/methodology/approach: An online survey administered to a sample of Italian food shoppers is used for the empirical analysis. A total of 278 structured questionnaires were modelled using a structural equation modelling approach. Findings: Findings show that producers and retailers' policies in favour of sustainability are key in determining consumers' sustainable purchase intentions. Further, coherent uses of labels and logos in light of sustainability can support consumer purchase decisions. Relevant is the influence played by the environmental concern in both supporting pro-environmental purchase intentions and in amplifying the trust in sustainable producers-purchase intentions path. Originality/value: This study contributes to the literature on sustainability showing how producers and retailers may together influence consumers' pro-environmental purchase intentions. Findings extend the retail literature on the impact of producers and retailers' policies on consumers' sustainable purchases. Further, environmental concern is investigated in its moderating role on the impact of external factors on consumers' pro-environmental purchase intentions.

2021 - I need to touch it to buy it! How haptic information influences consumer shopping behavior across channels [Articolo su rivista]
De Canio, F.; Fuentes-Blasco, M.
abstract

Increasingly interactive touch-enabling technologies are mitigating the lack of haptic information for products online. This paper explores how consumers’ haptic traits – instrumental and autotelic – indirectly influence their impulse buying and channel stickiness intentions by the means of utilitarian and hedonic shopping motivations. A structural equation model investigating three shopping channels (i.e., physical, web, and mobile) reveals that haptic traits act differently across channels. Consumers with strong haptic traits prefer physical and mobile channels. The autotelic dimension is key in online channels. Findings support the implementation of effective multichannel strategies among retailers of high-haptic products, showing the mobile to be a valuable alternative to in-store shopping.

2021 - Immagine paese e canale digitale nelle strategie export delle imprese alimentari italiane di prodotti tipici: il caso della DOP Parmigiano Reggiano [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca
abstract

Il capitolo indaga quanto e come l’immagine paese Italia e il canale digitale ven-gano utilizzati dalle imprese che producono la DOP Parmigiano Reggiano nelle strategie di export. Ciò tramite un’analisi desk sui siti corporate e sui social network e la somministra-zione di un’intervista strutturata ad un campione di imprese del settore.

2021 - Non-vegan consumers buying vegan food: the moderating role of conformity [Articolo su rivista]
Martinelli, E.; De Canio, F.
abstract

Purpose: Non-vegan consumers are increasingly shifting their food habits and lifestyles towards vegan food. Thus, in addition to traditional, though poorly studied, ethical motives (i.e. animal, environmental, spiritual, health concerns), other factors may influence the purchase of vegan food. Within this context, the paper investigates the moderating role of conformity in enticing consumers to buy vegan food products, together with the main traditional consumers' concerns influencing their attitude towards vegan food. The study also considers the role of the willingness to pay a premium price as a direct driver of the intention to buy vegan. Design/methodology/approach: An online survey was performed in Italy on a number of major Facebook thematic pages. A dataset based on 250 Italian non-vegans was used to implement a structural equation model. Findings: Findings show that spiritual and animal concerns are direct drivers of non-vegan buyers' attitude towards vegan food. Attitude, then, strongly influences the intention to buy vegan foods. Though less impactful, non-vegans' willingness to pay a premium price is a motive positively influencing their intention to buy vegan food. The positive and significant moderating effect exerted by conformity on the attitude-intention path confirms the amplifying role played by trends and lifestyles on consumers' food buying choices. Originality/value: This study contributes to the food and consumer behaviour literature in being the first exploring the moderating role played by conformity in inducing non-vegan consumers to buy vegan food. Environmental, animal, spiritual and health concerns are investigated from the non-vegan perspective.

2021 - Perché consumare cibo vegano? Una scelta etica e spirituale, non salutistica [Articolo su rivista]
Martinelli, E.; De Canio, F.; Nardin, G.
abstract

Today, the consume of vegan food has become a must. Extant literature has since long studied this phenomenon from different perspectives, evidencing the main role of ethical and spiritual motives, while social and health reasons kept scholars’ attention only recently. However, drivers of vegan consumption were often investigating in a disjointed way and mixing vegetarians with vegans. Given this acknowledgment, in order to get a comprehensive and focused understanding of the phenomenon and, in this way, contributing to the studies on consumer behavior, this work explores the impact and intensity of the determinants of the intention to buy vegan food through the mediating role of consumer attitude towards this food option. The study was performed via a survey accomplished through administering a structured questionnaire to a sample of vegan people caught on social networks dedicated to veganism and then applying structural equation modeling (Sem) to the data collected. Findings confirm the crucial role of all the drivers investigated in developing a positive behavioral intention to buy vegan food through the mediating role of attitude towards vegan food products, while attention to health does not proved to exert any significant effect. Scientific and managerial implications are developed.

2021 - Purchasing veg private labels? A comparison between occasional and regular buyers [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca
abstract

Retailers are increasingly extending their private label assortments with meat-substitute, vegetarian and vegan foods (here called veg foods) to respond to emerging consumer trends. However, no studies on consumer buying behavior with regard to veg private labels exist. Accordingly, this work analyses the impact of ethical motives (i. e., environmental, animal welfare, health, and spiritual concerns) and perceptual factors (i.e., trust, perceived quality, and perceived value) as drivers of consumers’ buying intentions of regular and occasional buyers of veg private labels, identified by their purchase frequency. The multigroup structural model findings show that occasional buyers are motivated by perceived quality, environmental, and animal concerns, while regular buyers opt for veg private labels on the grounds of their trust in the retailer’s own-brand and environmentally-friendly claims. The perceived value is key for both segments.

2021 - Resilient food service entrepreneurs and the Covid-19 pandemic [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca; Nardin, Giuseppe
abstract

2021 - SHOPPING THROUGH RETAILING APPS: COMPARING MOTIVATIONS OF REGULAR AND OCCASIONAL MOBILE SHOPPERS [Abstract in Atti di Convegno]
De Canio, Francesca; Fuentes-Blasco, Maria; Martinelli, Elisa
abstract

2021 - The retailer as a brand: Awareness, equity and customer loyalty [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca
abstract

2021 - The use of virtual tours to stimulate consumers’ buying and visit intentions: an application to the Parmigiano Reggiano cheese [Articolo su rivista]
De Canio, F.; Martinelli, E.; Peruzzini, M.; Marchi, G.
abstract

The purpose of this paper is to explore how the use of virtual tours may represent a lever to improve customers’ intention to buy food products and/or visit places where products are manufactured. Emerging virtual reality and augmented reality can allow people to interact with products and places where products are produced even from very distant places, with a positive impact on their purchase intentions. Apply- ing the theory of planned behaviour, this study focuses on the Parmigiano Reggiano cheese, one of the most exported Italian foods. A sample of consumers was surveyed online to explore the role of virtually visiting the food production place on consumers’ intention to physically visit the production place and on their intention to buy the food. The empirical results deriving from a structural equation model developed on 399 completed and valid questionnaires indicate that the opportunity to experience products through virtual tours positively influences consumer behaviours. Young males show the highest intention to physically visit the food production place and to buy the cheese. Findings provide new insights for the emerging literature on the use of virtual reality to experience products through virtual interaction and the impact that interactive technologies have on consumer purchase intentions. Local areas can use virtual tours to improve food tourism and stimulate food product sales. To our knowledge, this paper represents one of the first empirical endeavours aimed at exploring the impact of virtual tours on consumers’ buying and visiting intentions when a food product and a dairy are concerned.

2021 - Virtual Tours to Promote the Remote Customer Experience [Capitolo/Saggio]
Cavallaro, Sara; Grandi, Fabio; Peruzzini, Margherita; De Canio, Francesca
abstract

Today, virtual reality and augmented reality can allow people to interact with products and places in a very realistic way. In this direction, the use of immersive virtual tours (VTs) can improve the users' experience, their perceptions, attitudes and even intended behaviours as potential or actual consumers. The paper focuses on a traditional Italian cheese product and defines a transdisciplinary, multimodal approach where VT helps the remote customer experience based on a VT application to virtually visit a Parmigiano Reggiano cheese dairy, using cutting- edge virtual reality set-up. The paper describes how to create a virtual tour of industrial plants by mapping the main actions, from the storytelling definition, to the plant digitization, until the creation of the virtual, immersive and multimodal application using Unity3D. The VT combines visual experience with gesture recognition and audio stimulation, adding also olfactory cues, in order to create an interactive and realistic experience.

2021 - What I like the most? Physical and Virtual tours side by side [Relazione in Atti di Convegno]
DE CANIO, Francesca; Martinelli, Elisa; Peruzzini, Margherita; Cavallaro, Sara
abstract

Food producers are increasingly prone to enhance the customer experience letting people visit their food production sites. They started arranging physical tours but now, pushed by the pandemic, virtual reality is a possible option too, allowing users to experience physical ambience by remote stations. Within this context, the paper compares the physical and virtual experience of visiting a Parmigiano Reggiano (PR) dairy on consumers intentions to buy the cheese. Through two structured questionnaires fulfilled by users after their physic visit of the dairy and / or after a 360° virtual visit of the dairy, we verify the effectiveness of the two experiences, highlighting their similarities and differences. Findings contribute to the emerging literature on the use of virtual reality in creating value for companies by evidencing the strengths and weaknesses of the virtual instrument compared to the real context.

2020 - Buying Veg Private Labels. Antecedents and Mediators [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca; Endrighi, Emiro
abstract

The current work focuses on consumer buying behavior concerning veg food branded with the private label. Studies on the factors driving consumers in buying veg private labels are uncommon and empirical studies on the topic are lacking. Specifically, we propose a model aimed at exploring the attitude-intention-behaviour path when veg private labels (VPL) are concerned and when a double kind of behavior is considered: behavioral loyalty (BLVPL) and willingness to pay (WTP). The study was performed via a survey accomplished administering a structured questionnaire to a sample of consumers via social networks and then applying structural equation modeling (SEM) to the dataset. Findings confirm the investigated path in developing a positive willingness to pay (WTP) and buying behavior (BLVPL) regarding VPL, through the mediating role of attitude towards vegan food consumption (ATTV) and intention to buy the vegan private label (INTB-VPL), activated by an ethical motive: planet concern. Theoretical and managerial implications are derived.

2020 - Does country image impact retail brand equity? A multi-cue analysis. [Relazione in Atti di Convegno]
Martinelli, E.; De Canio, F.
abstract

Objectives. This study investigates the factors affecting retail brand equity (RBE) when a multi-cue approach is applied, that is: considering traditional RBE antecedents (e.g. retail brand awareness, retail brand image, retail perceived value) together with country image (CI) cues - in their cognitive and affective dimensions. Methodology. A survey was carried out administering a structured questionnaire to a sample of consumers. Structural equation modeling (SEM) was employed to test the proposed model. Findings. All the postulated relationships were verified, apart from retail perceived value. Country image affects retail brand equity, but in unexpected ways. While the cognitive image of the country of origin of a retailer exerts a negative effect, affective country image impacts in a positive way. Research limits. Despite the contribution to the retailing and international marketing literature, the research has some limitations. It is performed on a single retail brand and focused on Italian consumers only. Finally, this first study did not include any control or moderating variables. Practical implications. International retailers, with particular attention to discounters, would understand the factors to leverage their consumer-based brand equity. Originality of the study. So far, poor attention has been given to the effect of country image on retail brand equity. However, the image of a retailer develops not only in accordance with the service provided, but also in relation to the stereotypes connected with the retailer’s country of origin. Moreover, the study employs a multi-cue perspective, using traditional RBE antecedents together with CI dimensions.

2020 - Exploring the main drivers influencing brand loyalty to motorway services areas in Italy [Articolo su rivista]
De Canio, Francesca; Sanchez-Franco, Manuel Jesus; Martinelli, Elisa
abstract

Due to the emergence of new shopping trends in alternative retailing formats, the paper aims at exploring the role of assortment levers to increase customer loyalty to the retailer’s brand in an on-the-go retailing format, such as motorway service areas (MSAs). Specifically, the paper investigates how the grocery assortment perception (GAP) of MSAs influences shopping satisfaction and shopping enjoyment, generating customer loyalty to the MSA. A mobility proxy, measured in terms of the number of kilometres driven in a month, was included as an antecedent of consumers’ loyalty to MSAs. Survey data were collected from 526 respondents during their stop in three MSAs. The covariance-based structural equation model was computed to estimate the direct and indirect effects. The findings show that the perception of assortment is a significant driver of loyalty to the MSA retailing format. Most remarkably, the results show a positive relationship between the customer’s mobility and his/her loyalty to the MSA brand. The paper focuses on an emerging, although poorly investigated retail context, MSA, in which companies are enlarging the grocery assortment to offer the opportunity to shop during the consumption. Implications in terms of competition between incumbent grocery retailers and companies operating MSAs are derived. Moreover, a new conceptualisation of consumers’ mobility in influencing the retailer’s brand loyalty is prosed when shoppers are on-the-go.

2020 - La risposta emotiva del consumatore alle attività promozionali [Abstract in Atti di Convegno]
De Canio, Francesca; Pellegrini, Davide
abstract

Il presente lavoro di ricerca propone, da un punto di vista teorico ed empirico, l’analisi della risposta emotiva del consumatore a diverse alternative promozionali oggi disponibili sul mercato. Infatti, fin dalla loro proliferazione sul mercato negli anni ’80 nel trasporto aereo (Ieva e Ziliani, 2017), i programmi fedeltà hanno assunto un ruolo sempre più rilevante nelle strategie delle imprese di produzione e di distribuzione, al punto tale da essere, oggi, considerati lo strumento più efficace nella creazione della relazione impresa-consumatore (Kang et al., 2015). Tra i principali ruoli strategici giocati dai programmi fedeltà ci sono, da un lato la possibilità di raccogliere informazioni circa il comportamento d’acquisto del consumatore (Lee et al., 2014; Kumar e Shah, 2004), e dall’altro l’incremento delle vendite, la customer retention, e una forte risposta emotiva che porta il consumatore ad identificarsi con l’impresa e sentirsi membro attivo della stessa (Duffy, 2003). La maggior parte dei programmi fedeltà, è infatti in grado di coinvolgere simultaneamente molteplici meccanismi psicologici, quali ad esempio: speciale senso dello status, migliorare le sensazioni dei clienti di appartenenza sociale, gratitudine, reciprocità, o di offrire una combinazione di questi vantaggi (da Henderson et al., 2011). Negli ultimi anni, anche grazie alla massiva diffusione della tecnologia e degli strumenti digitali, stiamo assistendo ad una enorme proliferazione di forme alternative di programmi fedeltà, fisici, digitali ed ibridi. Così, i classici modelli promozionali sono sempre più associati a nuovi programmi fedeltà, che sfruttando il potenziale del digitaleraggiungono un numero sempre più ampio di consumatori (Breugelmans et al., 2015). A questo si associa una sempre più diffusa partecipazione dei consumatori ai programmi fedeltà. Uno studio della Nielsen (2016) su 30.000 consumatori provenienti da oltre 60 paesi, ha evidenziato come i consumatori siano sempre più variety seekers nella partecipazione ai programmi fedeltà, spingendo le imprese a sviluppare più schemi promozionali contemporaneamente, per riuscire ad ingaggiare il maggior numero di consumatori. Va inoltre sottolineato che i consumatori sottoscrivono un numero sempre maggiore di programmi fedeltà (Henderson et al., 2011) e l'88% di questi è in possesso di almeno 5 carte fedeltà (CodeBroke, 2018). Un altro studio ha inoltre evidenziato che il 53% dei consumatori investe due ore al giorno alla ricerca di coupon e sconti (Valassis, 2017). Data quindi la rilevanza strategica dei programmi fedeltà e la diffusa proliferazione degli stessi (Christino et al., 2019; Capizzi e Ferguson, 2005), con una relativa perdita di efficacia nella generazione della customer loyalty, la letteratura ha iniziato a confrontare i diversi programmi fedeltà per verificare i pro e i contro di ciascuno di essi (e.g. Henderson et al., 2011). In tale contesto, questo studio si propone quindi, di studiare l’efficacia emotiva conscia prodotta dai diversi programmi fedeltà, focalizzandosi su tre particolari schemi: la raccolta punti, lo sconto alla cassa tramite couponing e l’emergente cash-back. Infatti, ogni schema promozionale ha vantaggi e svantaggi di breve e di lungo periodo, e non esiste uno programma fedeltà più efficace di un altro, ma una molteplicità di programmi promozionali, in grado di generare specifici risultati. In tale contesto, l’obiettivo della ricerca è verificare quale dei tre programmi fedeltà considerati riesca a riscuotere una migliore risposta emotiva di tipo “conscia”.

2020 - The game of shopping: how to engage consumers to buy towards mobile apps [Abstract in Atti di Convegno]
De Canio, Francesca; Fuentes-Blasco, Maria; Martinelli, Elisa
abstract

2020 - The motives behind consumers’ intention to use peer-to-peer accommodation: an fsQCA application [Articolo su rivista]
De Canio, Francesca; Nieto-García, Marta; Martinelli, Elisa; Pellegrini, Davide
abstract

Purpose – Literature on the motives influencing consumers’ intention to use peer-to-peer (P2P) platforms has become vast and fragmented. The purpose of this paper is to shed light on this research stream by applying a novel methodological approach that reveals the existence of alternative combinations of motives that equally boost consumers’ intention to use P2P accommodation. Design/methodology/approach – The methodological approach builds on the complexity theory and includes both linear and nonlinear techniques. The empirical analysis combines multiple regression analysis and fuzzy-set qualitative comparative analysis (fsQCA). The sample comprises 458 users of a leading P2P accommodation platform. Findings – The fsQCA reveals four distinct combinations of motives. Social interaction and social esteem, either combined themselves or in partial combination with economic benefits, emerge as two important drivers of behavioral intention to use P2P accommodation. Sustainability appears in three of the combinations. Originality/value – This paper contributes to the P2P accommodation literature by adopting a novel methodological approach that shows the complexity behind consumers’ intention to use P2P accommodation. Consumer motives cannot be considered as separate entities because their effect on consumer intention depends on the interplay among them. Therefore, the different combinations of motives should be managed simultaneously.

2019 - Bouncing Back from Natural Disasters: A survey on retail entrepreneurs’ resilience [Abstract in Atti di Convegno]
Martinelli, E.; De Canio, F.; Tagliazucchi, G.
abstract

The paper aims at investigating the resilience capacity of retail entrepreneurs to natural disasters, verifying the impact of some main entrepreneur’s resilience antecedents such as sales capacity, marketing orientation and networking capabilities. The empirical research consisted in administering a structured questionnaire to a sample of small retailers hit by the 2012 Emilia earthquake. Data was processed applying Covariance-Based Structural Equation Modeling (CB-SEM). Findings show that all the investigated capabilities exert a significant and positive effect on small retailers’ resilience capacity of bouncing back from a natural disaster. The study contributes to the literature on entrepreneur’s resilience to natural disasters, currently still limited in the business and management field, both theoretically and empirically. This is particularly true as regards retailing, despite the key role played by retail activities during the emergency and recovery period in the aftermath of a natural disaster. Scientific, managerial and public policy implications are derived.

2019 - Bouncing back from a sudden-onset extreme event: exploring retail enterprises’ resilience capacity [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca; Tagliazucchi, Giulia
abstract

A feature of recent decades has been the sudden and unexpected occurrence of catastrophic events seriously affecting people and territories. From an economic viewpoint, this has led scholars to pay increasing attention to factors and determinants taking enterprises face-to-face with extreme and catastrophic events, through the resilience lens. In this context, this study aims to contribute to the literature on resilience to natural disasters which is currently still limited in the business and management fields, both theoretically and empirically. This is particularly true as regards retailing, despite the key role played by retail in the aftermath and recovery periods following on from sudden-onset extreme events such as earthquakes. The 2012 Emilia earthquake is a case in point with which to explore small retail enterprises’ resilience to sudden-onset disasters. Specifically, our empirical research consisted of administering a structured questionnaire to a sample of small retail enterprises which experienced an earthquake. The unit of analysis adopted was the retail enterprise. Data was processed applying Covariance-Based Structural Equation Modeling (CB-SEM). The structural model aims to verify the impact of sales capabilities, market orientation and networking capabilities on the resilience capacity of retail enterprises affected by an extreme event, controlling for certain financial indicators such as suppliers’ payment timeframes and the use of debt capital, as well as respondent age and gender. The findings show that all the antecedents analysed exert a significant and positive effect on small retail enterprises’ resilience capacity and ability to bounce back from natural disasters. Moreover, suppliers’ payment timeframes showed a direct relationship with retail enterprises’ resilience capacity, with lower use of debt capital equalling higher retail business resilience. Age and gender do not exert any significant effect. Scientific, managerial and public policy implications are derived.

2019 - Capacità dinamiche e vantaggio competitivo: un’analisi empirica nel retail [Relazione in Atti di Convegno]
Martinelli, E.; Tagliazucchi, G.; De Canio, F.
abstract

Obiettivi. L’articolo studia il tema delle capacità dinamiche nel retail, verificando l’impatto delle sue componenti sulle performance competitive di un campione di piccoli imprenditori commerciali al dettaglio. Metodologia. La ricerca è stata svolta somministrando un questionario strutturato ad un campione di imprenditori commerciali al dettaglio. I dati raccolti sono stati elaborati applicando una regressione lineare multipla. Risultati. Le evidenze empiriche mostrano come la creazione di conoscenza e di integrazione della stessa impattano in modo significativo e positivo sulle performance competitive, mentre capacità dinamiche legate a processi strutturati di apprendimento e riconfigurazione delle risorse agiscono in senso opposto. Limiti della ricerca. L’articolo esplora come le capacità dinamiche impattano sulle performance di piccoli imprenditori industriali al dettaglio; l’originalità dell’analisi e i pochi studi empirici di riferimento circoscrivono la lettura degli effetti evidenziati, che richiedono ulteriori approfondimenti. Implicazioni pratiche. I piccoli imprenditori commerciali al dettaglio in sede fissa dovrebbero puntare sulla capacità di innovare la propria offerta, rivedendola sia in termini di assortimento offerto che di servizio erogato, migliorando la capacità di alimentare un network con i propri stakeholder, fornitori e clienti in primis. Originalità del lavoro. Ad oggi la letteratura di retail ha scarsamente investigato il tema delle capacità dinamiche, rari sono gli studi empirici sul tema e limitati ad indagini di tipo qualitativo con finalità sostanzialmente esplorative. Il paper intende contribuire a colmare tali gap con una ricerca originale, sulla base di una raccolta dati ad hoc.

2019 - Eating in an Italian restaurant. The role of Country Image in driving Spanish customers attitude and intention to patronize an ethnic restaurant [Articolo su rivista]
Martinelli, Elisa; DE CANIO, Francesca
abstract

The paper investigates the effect that the country image of an ethnic restaurant plays on consumers attitudes and intention to patronize it. Using a multi-cue approach, the study verifies the effect that the image of Italy as a country, of its cuisine and of the perceived quality of Italian restaurants exerts on consumers intention to patronize them, mediated by attitude and controlling for some demographic variables. Although the richness of the country of origin literature, studies on services are limited in comparison with the ones focused on tangible products. The survey was administered to a sample of Spanish customers of Italian restaurants located in Spain and applying SEM. Results support all the postulated hypotheses. Scientific and managerial implications are derived.

2019 - Entrepreneurs' resilience dimensions in an extreme context: bouncing forward a natural disaster. [Abstract in Atti di Convegno]
Martinelli, Elisa; Tagliazucchi, Giulia; DE CANIO, Francesca
abstract

Extreme events like natural disasters pose a number of threats to the survival and prosperity of businesses. Physical and psychological harm, direct and indirect material damages might warn the viability of an organization and its members. Within this context, this paper investigates entrepreneurs’ resilience to an extreme event – i.e. an earthquake, exploring the impact of its constituting dimensions on the business capacity to bouncing forward a natural disaster. Specifically, this study aims at contributing to the business and management literature on resilience, by responding to the call for more systematic and quantitative studies on organizational resilience in order to better understand its underlying dimensions. Moreover, as the research on the impact of natural disasters on small retail businesses is particularly limited, our paper would contribute in deepening the scientific understanding on the resilience dimensions displayed by small retailers when affected by a natural disaster. In fact, commercial activities play a crucial role in the aftermath of an extreme event, providing support and first-aid and strongly contributing in re-creating a sense of community and normality. Empirical research on organisational resilience in general and on entrepreneurs’ resilience in particular lacks too, apart from a small number of qualitative studies on the topic. In trying to fill these gaps, a survey on a sample of small retailers hit by the 2012 Emilia earthquake happened in Italy was conducted, administering a structured questionnaire: 206 retailers were interviewed and data processed applying structural equation modelling (SEM). The purpose is then to assess if and how the identified dimensions of Resilience – namely: Robustness, Agility and Integrity – affect the capacity of small retailers to recover from a disruptive event. Results show that entrepreneurs’ resilience dimensions are significantly impacting the retailers’ capacity to bounce forward a natural disaster, but while robustness and agility display a positive effect, integrity results to act negatively. Theoretical and managerial implications are derived.

2019 - Influencing shopping engagement across channels: the role of store environment [Capitolo/Saggio]
DE CANIO, Francesca; Martinelli, E.; Pellegrini, D.; Nardin, G.
abstract

The paper aims at investigating the role of store environment in engaging shoppers during their grocery buying process across multiple channels. Specifically, the study investigates the shopper’s buying behavior in three channels, namely: physical, electronic and mobile. The main object of the paper is to spot the light on how the store environment (ENV) generates shopping engagement (ENG) by the means of shopping enjoyment (ENJ) and time convenience (CON). A survey on a sample of 935 grocery shoppers was performed administering a structured questionnaire. Each channel was empirically investigated applying a Structural Equation Model (SEM). Results show that the mobile store-app environment does not suit consumers’ need for shopping convenience, limiting the expansion of the mobile grocery channel in comparison with the electronic and the physical channels. Some preliminary theoretical and managerial implications are derived comparing the results of the three SEMs.

2019 - Italian Restaurants in Danish Consumers’ Perceptions: A Multi-Cue Analysis in a Product Country Image Perspective [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca
abstract

Studies on the country image topic in the services context are rare in comparison with the number of papers investigating the effect that the information on the country of origin exerts on consumer buying behavior when tangible products are concerned. To this regard, the current paper would contribute to the literature on the country-of-origin effect and consumer behavior, exploring the role played by Product Country Image (PCI) in shaping customers attitude when a service offer is concerned – namely: dining services. Specifically, this study tests a conceptual model developed in a multi-cue perspective, that is: evaluating not only the effect of the information on the origin of the service offer investigated, but also assessing consumers’ perceptions related to other service offer cues, such as service quality and perceived value, in this case. A specific national cuisine in the full-service restaurant setting is explored: the Italian one. From the methodological viewpoint, a survey was conducted among Danish customers of Italian restaurants in Copenhagen. The research method employed consisted in a structured questionnaire. Then, Structural Equation Modelling (SEM) was applied to the data collected. Results evidence that product country image influences the formation of a positive attitude towards ethnic restaurants even when a multi-cue approach is employed. Scientific and managerial implications are discussed.

2019 - Premium Private Labels (PPLs): from food products to concept stores [Capitolo/Saggio]
Martinelli, E.; De Canio, F.; Marchi, G.
abstract

The chapter describes a specific organizational case study of PPL extension from food products to concept stores, analyzing, with a qualitative approach, the PPL strategies of the Italian-based retailer: Conad Scrl, with particular reference to the launch and development of its PPL flagship stores, which are branded Sapori & Dintorni. The case study analysis was performed by examining company reports and documents and conducting semi-structured interviews (in April 2017) with Conad’s Brand Manager and other important key informants involved in the PPL concept store planning, design, launch and management – namely the Conad’s Store Marketing Manager and the Store Proximity Development and Innovation Manager - in order to understand goals and objectives, with particular reference to the role of PPL food products.The chapter proceeds as follows. First, Conad’s company profile is briefly presented, followed by a discussion of the company’s PPL strategies and the specific case of a Sapori & Dintorni ice-cream concept store called ‘Cremerie Sapori & Dintorni’ . The chapter then moves to examine the organizational implications deriving from the case-study, as well as the possible implications for consumers.

2019 - Premium Private Labels Products: Drivers of Consumers’ Intention to Buy [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca
abstract

In the last years, there has been a proliferation of Private Labels (PLs) and a strategic change in the way retailers conceive and manage this kind of tool. From an instrument devoted to underline the price convenience orientation of retailers, today PLs are articulated in different tiers (economy, standard and premium) and have become a tool to give a good quality option to customers, improving their loyalty and differentiating from competitors. In this context, the paper focuses on a specific PLs tier, Premium Private Labels (PPLs), given the high growth rates, current and perspective, they present. Specifically, the study aims at investigating the drivers of PPLs consumer buying intention. Results derived by the Structural Equation Model employed on a dataset of 211 questionnaires collected by administering a survey on a sample of actual buyers of PPL products show that perceived product quality, label consciousness and the PPL familiarity exert a positive impact on attitude towards PPL products. Conversely, retail customers do not choose a PPL product to conform to others. Moreover, although the increasing extension of the PPL assortment with Geographical Indications, no significant effect was found between the PPLs products branded with a PDO/PGI (Protected Designation of Origin/Protected Geographical Indication) label and attitude towards PPLs. Finally, findings show that the higher the level of consumer familiarity to the PPL, the higher the intention to buy PPL products. These results offer relevant implications from a marketing and strategical viewpoint, providing valuable insights for practitioners and scholars.

2019 - Shopping online using the mobile channel: drivers of buying behaviour for Chinese consumers [Relazione in Atti di Convegno]
De Canio, F.; Martinelli, E.; Nardin, G.
abstract

The emergence of online channels is opening up to new research topics in the retailing literature. Particularly in China, the multifunctional mobile retailing apps, allowing to buy online and socialize the shopping activity with relatives, friends and followers, are supporting the spread of online shopping. A structural equation model combining both traditional antecedents of online shopping - such as ease of use, time convenience, perceived risk - with emerging drivers like perceived price differentiation and shopping socialization is tested to measure the intention to buy using a smartphone by Chinese people. Empirical findings offer new insights for both scholars and practitioners.

2018 - Daily deal shoppers: What drives social couponing? [Articolo su rivista]
Ieva, M.; De Canio, F.; Ziliani, C.
abstract

This paper contributes to the service marketing literature with a focus on deal-of-the-day (DoD) website shopping. The work explores drivers of adoption of DoD shopping among young consumers. We show that value conscious consumers are less oriented towards DoD while deal-prone consumers are more likely to purchase DoD. In contrast to previous research, which found that price savings are the main reason for coupon use, our study finds that Enjoyment plays a major role in young consumers’ DoD shopping behaviour. DoD platforms could leverage Enjoyment to create a compelling value proposition for both consumer and merchant attraction and retention.

2018 - Does PDO/PGI Labels Contribute to Consumers’ Intention to Buy Premium Private Labels Products? An Empirical Survey [Capitolo/Saggio]
Martinelli, Elisa; DE CANIO, Francesca
abstract

The paper focuses on a specific Premium Private Label (PPL), featured by a double branding: the retailer premium brand and the Protected Designation of Origin (PDO)/Protected Geographic Indication (PGI) label. Specifically, the study investigates if the use of an EU quality label might contribute in enhancing the intention to buy the PPL (PPLINTB), through the mediating role of PPL perceived quality (PPLQ) and attitude towards PPL products (PPLATT). The paper contributes to the literature on store brands and quality labels giving empirical evidence to the positive impact of EU quality labels on the PPL. The role of PDO/PGI labels is evaluated through three constructs: the brand guarantee they offer (PDO/PGILG), their role as products supporting the local economy (ES), their perception as authentic local products (AUT). A survey was performed on a sample of retail customers. Our hypotheses were confirmed applying SEM, apart from the impact of AUT. PPLQ resulted as the main antecedent of PPLATT, followed by the PDO/PGI label guarantee (PDO/PGILG). PPLQ, ES and PPLATT mediate the indirect effects of the PDO/PGI labels on the PPLINT.

2018 - Il ruolo della Country Image nella frequentazione di ristoranti italiani all’estero [Relazione in Atti di Convegno]
Martinelli, E.; DE CANIO, Francesca
abstract

La letteratura di marketing internazionale ha da tempo verificato il ruolo svolto dalla country image nelle scelte di acquisto di prodotti/brand da parte della domanda. Trascurato appare invece lo studio del tema nel contesto dei servizi. In questa prospettiva, l’articolo si propone di contribuire a colmare questo gap conoscitivo, indagando l’effetto che l’immagine paese svolge nella scelta di frequentare un ristorante etnico. Nello specifico, la ristorazione etnica indagata è quella dei ristoranti italiani presenti in Spagna. Impiegando un approccio multi-cue, lo studio intende verificare l’effetto svolto dall’immagine del paese Italia, dalla cucina italiana e dalla qualità percepita della ristorazione italiana sull’intenzione di frequentare ristoranti italiani all’estero, tramite la mediazione dell’atteggiamento verso i ristoranti italiani. Dal punto di vista metodologico, la ricerca è stata svolta somministrando un questionario strutturato ad un campione di clienti di vari ristoranti italiani locati in una città spagnola ed applicando poi un modello di equazioni strutturali sui dati così raccolti. I risultati consentono di dare supporto a tutte le ipotesi postulate nel modello teorico individuato e di derivare le relative implicazioni scientifiche, manageriali e di policy.

2018 - Is the collaborative consumption the new buying? Social and economic aspects influencing collaborative consumption [Articolo su rivista]
De Canio, F.; Pellegrini, D.; Martinelli, E.
abstract

Collaborative consumption is becoming a phenomenon of great interest for both scholars, marketers and public institutions. The spread of peer-to-peer sharing platforms allows consumers to acquire products and services in alternative ways. This aspect is redesigning a number of sectors, such as the transport and accommodation marketplaces with the spread of new business models that provide consumers with both economic (financial) and social (socialization, sustainable consumption) benefits. Albeit in presence of an extensive emerging literature on the collaborative consumption phenomenon, the effect of social and economic benefits on the usage of collaborative products and services is lacking. Thus, using a Structural Equation Model, tested on 385 Italian collaborative users, this study aims at identifying antecedents of sharing intention (sustainable consumption and consumers’ innovativeness) and of the intention to use Blablacar (social and economic benefits). Furthermore, the direct relationship between the two intentions is examined. Implications are discussed.

2018 - Retail Brand Equity: un'analisi customer-based [Articolo su rivista]
Martinelli, E.; De Canio, F.
abstract

Brand equity is considered as a crucial factor in the academic literature as well as in the professional practice. This paper aims at contributing to research on brand equity in retailing (RBE), examining the nature of the construct and of some of its antecedents, together with its mediating role in developing customer loyalty to the retailer. In this sense, the paper develops the scientific knowledge on RBE, investigating it at the retailer as a brand level rather than at the store level as previous literature did so far. To this aim, an integrative model is proposed. A survey is carried out on a sample of retail customers. Structural equation modeling (SEM) is employed to test the postulated model. Results confirm that retail brand awareness and retail perceived value are important retail brand equity dimensions, while trust and consumer self-esteem do not play any direct role, but trust directly impact customer loyalty to the retailer. Additionally, this study confirms the role of retail brand equity as a mediator on customer loyalty to the retailer. Theoretical and managerial implications are derived.

2017 - Beyond the "mobile vs Pc" dichotomy: Profiling online shoppers based on device usage [Articolo su rivista]
DE CANIO, Francesca; Ieva, Marco; Ziliani, Cristina
abstract

Availability of a growing number of devices for information searching and purchasing online is affecting consumer habits and companies’ strategies. This paper aims to understand device usage patterns in the online shopping process. The setting for the study is online shopping for Deal of the Day (DoD) coupons by young consumers. The study employs a cluster analysis of respondents based on their device usage. Four clusters emerge and are profiled based on demographic and psychographic characteristics. Consumers display single-device and multi-device behaviours for information search and DoD purchasing and multi-device behaviours are found to be dominant. Multi-device shoppers differ from single-device shoppers in terms of channel usage. Implications for marketers are discussed.

2017 - Collaborative Consumption: what drives consumers’ Intention to Share? [Relazione in Atti di Convegno]
De Canio, F.; Martinelli, E.; Pellegrini, D.
abstract

Objectives. The paper sheds light on the new phenomenon of collaborative consumption, highlighting aspects that influence consumers’ intention to share goods they own in surplus with other consumers. Methodology. A survey was conducted on a Qualtrics panel in October 2016. A total of 357 completed and valid questionnaires were finally gathered. A Partial Least Squares Consistent Structural Equation Model (PLSc-SEM) was used to estimate parameters and structural paths. Findings. Results show that environmental sustainability (SUS) and innovativeness (INN) have a positive effect on consumers’ sharing intention (SI). Moreover, results evidence a moderating effect of gender. Research limits. Further research exploring the growing phenomenon of collaborative consumption is required. Moreover, although the sample is homogeneous in terms of gender and age of respondents and composed by actual users of the investigated service (Blablacar), it is not possible to generalize results. Practical implications. Results provide important insights for the travel and tourism sector (pretty much influenced by the collaborative consumption phenomenon), as well as for providers of collaborative consumption services that, above all in recent years due to advances in technologies, are connecting consumers that share their surplus with those that intend to buy it. Originality of the study. The field of the study is new and although recently many researchers are investigating the phenomenon of sharing between consumers, more studies are needed to understand aspects that are supporting the spread of Consumer to Consumer (C2C) services.

2017 - Etica, attenzione alla salute, socializzazione e/o spiritualità? Le determinanti dell’atteggiamento verso il consumo di prodotti vegani. [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca
abstract

Il veganismo si pone oggi come un fenomeno di crescente importanza sia a livello sociale che economico. Particolarmente interessante per gli studi di consumer behavior e per le implicazioni manageriali che ne possono derivare è l’analisi delle ragioni che portano a sviluppare un atteggiamento positivo verso il consumo di prodotti vegani. La letteratura sul tema ha in particolare identificato ragioni di tipo etico, salutistico, sociale e spirituale, indagandole spesso in modo autonomo e disgiunto. In questo contesto, l’articolo esplora l’impatto delle principali determinanti dell’atteggiamento dei consumatori verso il consumo di prodotti vegani di tipo food tramite un modello che include tutti gli antecedenti sopra citati. Somministrando un questionario strutturato ad un campione di consumatori di prodotti vegani intercettati su pagine social dedicate al veganismo ed applicando poi un modello ad equazioni strutturali sui dati così raccolti, lo studio mostra come siano soprattutto determinanti di tipo etico, spirituale e sociale a consentire lo sviluppo di un atteggiamento positivo verso i prodotti vegani, mentre non significativa appare l’attenzione alla salute. Alcune riflessioni sulle possibili implicazioni scientifiche e manageriali delle evidenze ottenute vengono sviluppate.

2017 - Premium Private Labels and PDO/PGI Products: Effects on Customer Loyalty [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca; Marchi, Gianluca; Nardin, Giuseppe
abstract

The paper analyses the role that Premium Private Labels (PPLs) exerts on customer loyalty to the retailer, intended as behavioral and attitudinal. Specifically, the study investigates the mediating role of customer loyalty to the PPL (PPLL), highlighting its main antecedents. The paper contributes to the literature on store brands and customer loyalty in a twofold way. Firstly, it responds to the call for more research on customer loyalty to the retailer as a brand, a topic requiring more empirical evidence compared to store loyalty. Secondly, as many PPLs consist in local products labelled with a PDO/PGI brand too as vehicle to increase the per-ceived value of this store brand tier, the study would investigate the impact of this brand guarantee on PPLs proneness. A survey was performed on a sample of retail customers. All the postulated hypotheses were confirmed applying SEM. Willingness to pay an extra price for a PPL product (PPL WP) resulted as the main antecedent of PPLL, followed by PPL perceived quality (PPLQ) and then by the guarantee that the PDO/PGI label offers to PPL buyers (TPG). Residual the effect of PPL Uniqueness (PPLU). Significant and positive resulted the effect of PPLL on both attitudinal and behavioral loyalty to the retailer. Indirect effects were confirmed too.

2017 - Retail Brand Extension: From Theory to Practice. A Multi- Country Study of European Grocery Retailers [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca
abstract

This chapter reviews the literature on brand extension, with particular reference to retail brand extension strategies performed by grocery retailers. Aims, advantages and disadvantages, as well as types of this strategy are described. Then, the results of a survey aimed at comparing the customers’ perceptions and buying behaviour when retailers extend their brands, in particular when this strategy is pursued in non-traditional businesses, are presented. The survey consisted in administering a structured questionnaire aimed at investigating the main antecedents of brand extension success to samples of retail customers interviewed in two different retail national contexts, namely, Italy and France. The extension product investigated is car fuel offered through a fuel station branded with the retailer’s brand name. Applying Structural Equation Modelling (SEM), the mediating role of attitude towards the extension (ATEX) in generating brand extension success (INTEX) and the key role of fit and of the perceived capability of the retailer to offer the extension product (R&C) as antecedents were verified in both national contexts. On the contrary, the impact of customers’ preference towards national brands (NBP) reported mixed results.

2017 - The new social game. The sharing economy and the Digital Revolution: An insight into changes in consumer habits. [Monografia/Trattato scientifico]
Pellegrini, Davide; DE CANIO, Francesca
abstract

Since the onset of the digital revolution, the traditional divide between value creation – research and development, production and advertising – and value distribution – sales, use and post-use – has been blurring. If we consider the impact of digitalization in value chains we find a new and active role for the customer in the value processes. Individuals and companies are increasingly invited to exchange multiple inputs and outputs before, during and after sales. The new contemporaneity and continuity in the creation, distribution and consumption of products and services is gradually leading to a new social game between parties. Companies are able to promote, intermediate and intercept customer conversations, while individuals are able to keep companies under non-contractual observation. Consequently, the new overlap of social interaction and sale can generate a positive loop between corporate and individual responsibility which brings the market and society closer together. Nevertheless, the increasing attempts by companies to promote, intermediate and intercept individual conversations is opening up a new ideological debate: is the new social game bringing new value for the gamers? Are individuals acting as customers or as citizens? Is their work being properly compensated? And lastly, are we seeing a truly new form of value co-creation or simply a new form of exploitation? This work examines theoretical implications of the growing overlap between dialogue and sales, between the market and society or, more simply, between money and gifts. A review of recent literature is followed by a discussion of logics and empirical evidence, which leads into a focus on the convergence currently taking place between the roles of the customer and the citizen. We develop a new theory of convergence and test it through a specially developed model of a “co-value chain”. The model is applied to a large number of recent case studies, providing a topical focus on implications for management. The findings of our qualitative analysis are confirmed by our quantitative analysis: the active role of consumers in the new co-value chain involves individuals and their expectations about money and gift benefits. This leads to a growing interest on the part of the consumer in being a dynamic actor in the value chain. Companies are thus taking a minor role, as consumers become both producers and users of services. In many cases, companies are mere facilitators of the service, while consumers are channel leaders and drivers of service production and consumption. This phenomenon of collaborative consumption is investigated in detail in the empirical section at the end of the book, which conducts an analysis of Blablacar and Airbnb.

2016 - An enjoyable shopping experience enhances store loyalty [Relazione in Atti di Convegno]
DE CANIO, Francesca; Pellegrini, Davide; Martinelli, Elisa
abstract

Il crescente numero di persone che viaggiano per affari e vacanza ha portato ad identificare un emergente ed interessante target di consumatori, definiti “On the Move”, i quali sono disposti ad effettuare gli acquisti nel contesto del viaggio. Questa nuova tendenza d’acquisto ha spinto i gestori delle aree di servizio autostradali ad estendere la loro offerta dal settore Food and Beverage (F&B) verso il retail grocery. Il principale contributo di questo lavoro è la concettualizzazione e validazione di un modello strutturale nel quale si definisce la Store Loyalty per mezzo dei suoi principali antecedenti quali Trust e Satisfaction, nonché mediante altri costrutti ad oggi meno indagati come Enjoyment e Convenience, quest’ultima nella doppia accezione di Ricerca e Transazione. Sono stati raccolti 606 questionari da un campione di consumatori “On the Move”. Il Modello di Equazioni Strutturali proposto, mostra buoni livelli di fit ed è in grado di spiegare circa il 66% della store loyalty. I risultati mostrano che un’esperienza di acquisto piacevole agisce positivamente sulla fedeltà all’Insegna. Inoltre, è emerso che la convenienza nella ricerca ha effetti positivi sulla fedeltà, mentre la convenienza nella transazione impatta negativamente sulla fedeltà. Infine, i risultati mostrano che l’effetto della soddisfazione sulla fedeltà è mediato della fiducia. I distributori nella ricerca di fidelizzare il cliente dovrebbero attuare strategie che rendano l’esperienza d’acquisto piacevole, facile e veloce. Inoltre, i clienti soddisfatti mostrano maggiore fiducia verso l’offerta generale del retailer impattando positivamente sulla loro fedeltà all’insegna.

2016 - Co-Advertising, E-Wom and Social Responsibility [Articolo su rivista]
Pellegrini, Davide; DE CANIO, Francesca
abstract

Following the digital revolution, the traditional divide between value creation, R&D, production and advertising - and value distribution and consumption - sales, use and post-use - is blurring. Individuals and companies are called to exchange multiple inputs and outputs before, during and after sale. The new contemporarity of value processes is gradually leading to a new convergence among parties. Companies are enabled to promote, intermediate and intercept the customers conversation; individuals are committed to the new social game and keeping companies under non- contractual observation. This study researches the effects of e-WOM (Electronic-Word of Mouth) of individuals through a netnography on 20 worldwide crowd-sourcing platforms. Findings demonstrate that the new overlapping of dialogue and sale can generate a positive loop between companies and individuals responsibility and reduce the distance between market and society.

2016 - Parafarmaci a marca commerciale? Sì, sono value conscious [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca
abstract

Il contributo si posiziona nell’ambito dell’estensione della marca commerciale (MC) a categorie di prodotto extra-core da parte delle insegne grocery. Nello specifico, lo studio propone un modello in cui la value consciousness (VC) modera l’impatto che l’atteggiamento del cliente verso l’estensione (ATEX) ha sull’intenzione di acquistare il prodotto esteso (INTBEX). Viene inoltre indagata l’azione che diversi antecedenti quali FIT, preferenza verso il prodotto di marca industriale (NBP), risorse e competenze del retailer (R&C) e fiducia nell’insegna (TR) hanno sull’INTBEX attraverso l’effetto mediatore di ATEX. Il modello proposto, individuato mediante un sistema di equazioni strutturali (SEM), è stato testato sul parafarmaco a marca commerciale di un’insegna leader nazionale, intervistandone un campione di clienti. I risultati mostrano la bontà e l’adeguatezza del modello impiegato confermando tutte le ipotesi postulate e la loro direzione. Lo studio contribuisce alla letteratura sulla brand extension applicandola a un settore finora trascurato, il retail grocery, e a quella sulla marca commerciale. Inoltre si approfondisce l’impatto moderatore della value consciousness nel contesto di estensione della MC, oltre a quello diretto su ATEX di variabili poco indagate quali R&C e TR.

2016 - Perceived community support, relationship quality and an extended technology acceptance model: a knowledge structures exploration on social network sites. [Relazione in Atti di Convegno]
Sánchez-Franco M., J; De Canio, F.; Muñoz-Expósito, M.; Villarejo-Ramos, A.; Pellegrini, D.
abstract

This paper describes a method for combining perceived community support, relationship quality, and the extended Technology Acceptance Model in the same empirically-derived associative network. Our research also examines the moderating role of accumulation of knowledge (based on beliefs and opinions) derived from social interactions. As the beneﬁts of community participation and integration might be differently evaluated by new and long-term users, our research examines the associative network by levels of user familiarity. The Pathfinder algorithm is a valid approach for determining network structures from relatedness data. Such a graphical representation provides managers with a comprehensible picture of how social behaviours relate to loyalty-based dimensions.

2016 - Retail brand extension: antecedents of attitude and intention to buy [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca; Marchi, Gianluca
abstract

This study focuses on retail brand extension from the consumer perspective when non-traditional product/service categories are offered with the private label brand. The extension product category investigated is car fuel, offered through a retail branded fuel station. Most previous research into brand extension focused on manufacturer brands, while retail brand extension has been rarely examined in the literature and very little is known about customer perceptions and buying behavior when grocery retailers extend their brands in non-traditional businesses. 500 questionnaires were collected from a convenience sample of retail customers. Through Structural Equation Modeling, we propose a model in which the main antecedents identified by the relevant literature on brand extension – namely: conceptual fit (FIT), private label quality (PLQ), resources and capabilities (RC), trust towards the retailer (T) –impact on attitude towards the extension (ATE) and this in turn influences the intention to purchase the extended brand (INTB). We also included price consciousness (PC) and behavioral loyalty (BL) as antecedents of intention to purchase the extended category. The proposed model achieves good predictive validity and the proposed hypotheses are fully supported, apart from the negative impact exerted by Trust on Attitude. Scientific and managerial implications are discussed.

2016 - Retail brand extension: the moderating role of product knowledge [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca; Marchi, Gianluca
abstract

The paper examines consumers’ perceptions of grocery retail brand extension to a non-traditional offer, namely petrol stations. Retail brand extension literature is limited, particularly as regards new products and services domains in which grocery retailers are increasingly directly operating through their brands. Additionally, the role of product knowledge as a moderator of the attitude-purchase intention relationship requires further insights. To these aims, we propose a model in which product knowledge (PK) is tested as a moderator of the relationship between attitude towards the extension (ATEX) and intention to buy the extended product (INTB). At the same time, we tested the role of ATEX as mediator of the impact of a series of antecedents - conceptual fit (FIT), national brand preference (NBP), risk (R) and resources and competences (R&C). A survey on a sample of grocery retail customers was performed administering a structured questionnaire. Then, data were processed applying Structural Equation Modelling (SEM). The conceptual model achieves good predictive validity and all the proposed hypotheses are supported. Some preliminary theoretical and managerial implications are derived.

2016 - The Smartphoners: Consumer Segmentation by Smartphone Usage. [Articolo su rivista]
De Canio, Francesca; Pellegrini, Davide; Aramendia-Muneta, M. Elena
abstract

Smartphone usage is becoming an integral part of consumers’ lifestyle. Over 50% of the worldwide population own at least one smartphone and the adoption of mobile technologies have reshaped the boundaries between online and offline. This study aims to segment consumers by means of activities they perform on personal mobile phones. By analysing 264 online questionnaires and using ten smartphones’ functionalities, we identify five main Smartphoners’ profiles: Utility Users, Gamers, Unfriendly Users, Moderator Users and Supersmartphoners. Differences between smartphone users in terms of age, gender and area of residence, as well as brand of the smartphone owned, hours of usage and reasons to use have been investigated. Managerial and academic implications have been discussed.

2016 - Who is the social coupon shopper? Understanding the drivers of social coupon adoption. [Relazione in Atti di Convegno]
Ieva, M.; De Canio, F.; Ziliani, C.
abstract

Marketing literature has investigated coupons as tools that support customer acquisition and trial of new products since long (Blattberg and Neslin 1989). With the advent of the Internet, coupons have become digital and major retailers and consumer goods manufacturers offer them online. E-coupon websites are platforms that enable consumers to browse through numerous product and service categories and download coupons that appeal to their preferences (Fortin 2000). As a result, consumers are encouraged to self-tailor promotions and discounts. Hence, redemption rates for e-coupons are expected to be higher because coupons will be user-requested (Fortin 2000).

2015 - Device usage patterns and online shopping behaviour [Relazione in Atti di Convegno]
De Canio, Francesca; Ieva, Marco; Ziliani, Cristina
abstract

This study contributes to consumer behaviour and multichannel literature by exploring different device-usage patterns in online shopping behaviour. This study expands knowledge of device-usage by distinguishing between browsing and purchasing in the shopping process. E-couponing is one of the fastest growing and more relevant phenomena of e-commerce and it was chosen as field for the study because of its device-usage diversity. The study provides a segmentation of consumers in terms of the device they use for browsing and purchasing coupons online. Data were collected by means of an online survey of subjects who had shopped on Groupon, a major coupon platform, over the past year. K-means cluster analysis identified four clusters who display different device-usage patterns and also different levels of behavioural loyalty to the e-commerce platform. We found that multi-device behaviours are dominant: marketers are advised to address multi-device shopping habits with appropriate strategies. The only cluster using a single device is characterized by the exclusive use of the smartphone for both browsing and purchasing. This “Smartphone exclusive” cluster displays higher behavioural loyalty to the e-commerce platform compared to other clusters. Marketers should primarily direct their efforts to provide a seamless browsing to purchasing online experience towards the smartphone device. Limitations complete the paper.

2015 - Does country image affect consumers’ willingness to patronize ethnic restaurants? [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca
abstract

The main aim of this paper is to investigate the influence of Country Image (CI) on consumers’ willingness to patronize (INTP) an ethnic restaurant. The research is conducted in a multi-cue approach, taking also into consideration the impact of the dining core service offer (COFF) on INTP. Specifically, a model in which CI, consumer ethnocentrism (ETN), country familiarity (CF) and COFF affect INTP is proposed and tested. As extant literature is mainly addressed at studying consumers’ evaluations and purchase intentions of tangible products sourced from foreign countries, while the Country of Origin (COO) effect on consumers’ perceptions and behaviors of services has rarely been examined, this study topic should be expressly interesting for advancing the theoretical and managerial understanding on the COO effect. This is particularly true in the case of dining services, taking into account the widespread market offer of ethnic restaurants and cafés that consumers are increasingly facing today. To test the proposed model a survey was performed. Data was gathered administering a structured questionnaire to a convenience sample composed by three hundreds individuals. Structural equation modeling (SEM) serves to test the hypotheses. The model shows a good fit and the proposed hypotheses are all fully supported. Theoretical and managerial implications are discussed.

2015 - Extending the Retail Brand to Non-traditional Products [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca; Marchi, Gianluca; Vignola, Marina
abstract

This study focuses on retail brand extension from the consumer perspective when non-traditional products – in this case over-the-counter pharmaceuticals - are offered with the private label brand. A model in which attitude towards the extension (ATE) mediates the impact of some antecedents - national brand preference (NBP), trust towards the retailer (T), fit (FIT), private label knowledge (PLK) and consumer innovativeness (INN) - impacting the intention to purchase the extended PL brand (INTB) is proposed and tested. Direct effects regarding NBP and FIT are tested too. 500 questionnaires were collected from a sample of retail customers. Structural equation modeling serves to test the hypotheses. The model shows a good fit and the hypotheses are supported – except for INN.

2015 - Factors affecting smartphone shopping. [Relazione in Atti di Convegno]
De Canio, Francesca; Pellegrini, Davide
abstract

In recent years, the telecommunication sector has seen its market-leaders change. Today, the market is headed by 11 manufacturers, even though two main companies hold 42% of the market-share (Samsung and Apple). Furthermore, hundreds of models incorporating new functionalities are launched every year. This research is one of the first attempts to investigate functional evaluation in shopping smartphones and to predict future context of this turbulent market. With the use of 264 surveys of real smartphone owners and users, collected online in the first fortnight of May 2015, and the use of Conjoint Analysis (CA), we highlight major attributes consumers take into consideration in buying smartphones. Results show that consumers who decide to buy a smartphone consider Price, Camera performance, Battery-life and Brand. De facto, we find that, in smartphone shopping, consumers brand awareness is less important than technical characteristics. Notwithstanding, running the CA on subgroups defined by the brand of the smartphone owned, we find different attributes’ relative importance. Results show that Apple owners have a stronger brand awareness than Samsung owners. Implications aim to help manufacturers in developing smartphone features rationalizing invested resources, interpreting preferences of customers and reinforcing competitive advantages.

2015 - The value co-creation chain: the triple role of consumer. [Relazione in Atti di Convegno]
Pellegrini, Davide; De Canio, Francesca
abstract

This paper is focused on the central role of consumer in the companies’ value chain. In particular, digital consumer interaction could represent new opportunities for companies that can take advantage from the active role of the consumer in the creation of value. The contemporaneity of consumer and company roles in the value chain is gradually leading to a convergence of interests among parties. In fact, individuals and companies are increasingly connected through digital media and this allows a strong and constant exchange of inputs and outputs between parties, simultaneously before, during and after sale. Indeed, companies are enabled to promote, intermediate and intercept customer conversation, while, individuals are committed to the new social game and keeping companies under non-contractual observation. Through a netnographic analysis on 20 worldwide crowd-sourcing platforms, this study aims to explore the characteristics e-WOM (electronic-Word of Mouth) in individuals’ conversations. Results show that the digital consumer acts in three different roles during his/her interaction online: as Citizen in his/her social care of peers (Social Benefit), Customer in looking for the better shopping deal (Functional Benefit) and co-Creator in developing new ideas for companies (co-Creation). We find 7 main co-creation precesses performed by consumers, and among these, co-advertising has the highest level of consumer involvement. We identify a co-responsibility between companies and customers that confirms the convergence of interests between parties. Thus, we support the existence of the overlapping of dialogue and purchase that can generate a positive loop between company and individuals.

2014 - Dalle soluzioni digitali standardizzate alle soluzioni digitali personalizzate attraverso lo Smartphone. In Quale futuro per la promozione delle vendite [Capitolo/Saggio]
Pellegrini, Davide; De Canio, Francesca
abstract

Università degli studi di Modena e Reggio Emilia

Pubblicazioni