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Veronica GABRIELLI

Professore Associato
Dipartimento di Comunicazione ed Economia

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Pubblicazioni

2024 - The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality [Articolo su rivista]
Grappi, Silvia; Bergianti, Francesca; Gabrielli, Veronica; Baghi, Ilaria
abstract

The debate about which communication strategies are most effective for inducing consumers to behave sustainably remains open, despite growing attention on more sustainable forms of fashion consumption. To further this understanding, we investigate the effectiveness of positive and negative message framing in promoting sustainable fashion consumption, where the beneficial versus detrimental environmental consequences of choosing second-hand clothing were highlighted. Across two experiments, positively framed messages were more effective than negatively framed ones in prompting consumers to engage in sustainable fashion consumption. Elevation was the anticipated emotion responsible for this effect, while consumers’ subjective beliefs about the ethicality of advertising messages promoting sustainable consumption served as a moderator. We discuss the theoretical and managerial implications of this research together with its limitations and directions for future research.

2024 - When apologies backfire: A moderated mediation model of exposure by NGOs, companies’ hypocrisy, and consumers’ political orientations [Articolo su rivista]
Grappi, Silvia; Barbarossa, Camilla; Gabrielli, Veronica; Romani, Simona
abstract

To determine when and why a company’s apology for a moral transgression might backfire, this study considers a rarely researched cue: exposure of company misconduct by non-governmental organisations (NGOs). In three experimental studies, we demonstrate that after companies’ moral transgressions are exposed by NGOs, their apologies exacerbate consumers’ negative responses because consumers view the companies as having increased moral and behavioural hypocrisy. Consumers’ political orientations moderate the mediating effect of companies’ moral hypocrisy as, following exposure by an NGO, conservatives perceive the company issuing an apology to be more deceptive, which is not the case for liberals. Thus, this study expands upon the developing research stream related to the efficacy of apologies as strategic responses to preventable crises. It specifies an underlying mechanism that explains when and why exposure by NGOs causes apologies to backfire and suggests practical guidelines for companies when developing appropriate apologies.

2023 - How different types of communication affect ethical consumption: The role of psychological consumer empowerment [Relazione in Atti di Convegno]
Bergianti, Francesca; Gabrielli, Veronica; Baghi, Ilaria; Grappi, Silvia
abstract

2021 - Brand scandals within a corporate social responsibility partnership: asymmetrical effects on for-profit and non-profit brands [Articolo su rivista]
Gabrielli, V.; Baghi, I.; Bergianti, F.
abstract

This research explores the effects of a brand scandal that affects a for-profit brand collaborating with a non-profit organisation. Two experimental studies demonstrated that the effects on the for-profit brand were driven by the domain of the partnership and the crisis, while the effects on the non-profit brand were not. A crisis in the same domain as the partnership had stronger effects on the for-profit brand (intention to buy and negative word of mouth). These effects are mediated by perceptions of brand hypocrisy and a decrease in for-profit brand equity. The non-profit brand is equally hurt by the for-profit brand crisis, regardless of the partnership-crisis consistency. Our results indicate a strong asymmetry: the non-profit brand, despite its innocence, is more vulnerable than the guilty for-profit brand.

2021 - Feeling good by wearing sustainable: Advancing the well-being paradigm in sustainable consumption practices [Relazione in Atti di Convegno]
Bergianti, Francesca; Grappi, Silvia; Gabrielli, Veronica; Baghi, Ilaria
abstract

Consumers are paying more and more attention to the negative effects of their consumption choices, and they are increasingly adopting sustainable consumption practices. Previous research has shown they are driven not only by altruistic and ethical motives, but also by the need to feel good. Through the perspective of individual well-being, this paper aims to explore and identify the main elements underlying consumers’ sustainable practices related to fashion products. A qualitative study based on the photo elicitation technique was developed. Findings showed three main categories through which consumers experience well-being as a result of sustainable consumption choices for fashion products: positive emotions and affective reactions; consumer value and self-enhancement; search for meaning. Conclusive considerations position our findings in the current theoretical debate and provide interesting insights for future research.

2021 - L'importanza della coerenza nella comunicazione di brand in contesti eccezionali. Una ricerca durante la pandemia [Monografia/Trattato scientifico]
Gabrielli, Veronica
abstract

In un periodo di carattere straordinario come quello generato dalla pandemia da virus Sars-Covid 19 è preferibile che le imprese utilizzino una comunicazione sorprendente e inedita, benchè incongruente con l’immagine pregressa del brand, o nonostante la condizione di eccezionalità rimane più premiante la condotta dei brand coerenti nel tempo? La ricerca riportata nel libro muove da questo quesito di fondo e si articola in due fasi. La prima, di natura descrittiva, analizza 975 pubblicità apparse in Italia nel primo anno di pandemia ed offre un quadro dei principali contenuti sollecitati in differenti veicoli (quotidiani versus periodici), nei tre sotto-periodi (prima ondata, tregua estiva e seconda ondata) e nelle diverse categorie merceologiche. La seconda fase analizza i risultati di uno studio condotto su un campione di 777 consumatori italiani teso a verificare il modello di mediazione moderata ipotizzato, che riassume la relazione fra coerenza nella comunicazione di brand, pertinenza della comunicazione rispetto al contesto emergenziale e reazioni del consumatore in termini valutativi e comportamentali. I risultati vengono discussi per il contributo offerto in termini teorici, inserendosi nell’ambito delle teorie di elaborazione delle informazioni congruenti ed incongruenti, e per le implicazioni manageriali in termini di comunicazione integrata d’impresa. Le evidenze ottenute in contesto di eccezionalità conferiscono robustezza ai modelli ipotizzati e suggeriscono riflessioni dal respiro più ampio rispetto al periodo dell’emergenza sanitaria.

2021 - Sustainable trend: how well-being works in shaping fashion consumption practices [Relazione in Atti di Convegno]
Bergianti, Francesca; Gabrielli, Veronica; Baghi, Ilaria; Grappi, Silvia
abstract

2021 - The role of betrayal in the response to value and performance brand crisis [Articolo su rivista]
Baghi, I.; Gabrielli, V.
abstract

Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. Across two experimental studies, we extend current research by demonstrating how self-brand connectedness increases people’s negative behavioural reactions when the brand is involved in a values-related crisis while it protects the brand when it is involved in a performance-related misdeed. We test these mechanisms introducing the mediating role of brand betrayal, the moderation of the personal relevance of the crisis domain (Study 1) and the moderation of the cause of the self-brand connectedness (Study 2). Our findings contribute to the literature by demonstrating that, through the mediation of perceived brand betrayal, a strong connectedness between the consumer and the brand may aggravate behavioural reactions to relevant misdeed in values-related domain especially when the cause of the strong relationship is induced by a central trait of consumer’s identity.

2020 - This is what matters: The reactions of betrayed consumers to ethical brand crisis [Relazione in Atti di Convegno]
Baghi, Ilaria; Gabrielli, Veronica
abstract

2020 - Unveiling the corporate brand: the role of portfolio composition [Articolo su rivista]
Gabrielli, V.; Baghi, I.
abstract

Purpose: This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach: A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings: The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications: The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications: The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value: The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.

2019 - How to choose the endorser: An experimental analysis on the effects of fit and notoriety [Articolo su rivista]
Gabrielli, V.; Baghi, I.
abstract

The present study is focused on the endorser topic following two different paths: firstly, proposing an extension of the theoretical match-up model, enlarge it through two other potential types of consistency: the typicality fit and the imagery fit. Secondly, the present study aims verifies the applicability of the same framework to the emerging situation with a brand linked to a not well-known endorser (internal as the founder or external as a web influencer). An experimental 3*2 (fit typology*high/low notoriety) between subject analysis was conducted in the food service domain. It showed some interesting considerations.From a theoretical point of view, the first relevant finding is that endorsement might be assimilated to a co-branding strategy, confirming the match-up model as an effective theoretical framework in this domain as well, with significant differences among the three fit typologies investigated. The typicality fit reveals to be the less effective in increasing attitude and other behavioural effects on consumers in spite of the large adoption of this kind of fit by companies. Instead, the imagery fit, seems to be the most impactful in terms of positive word of mouth activation and viral communication activities, at the same level at the categorical one. Moreover, the categorical fit induces the wider range of positive effect on the dependent variables (attitudes, willingness to pay and willingness to buy). Another interesting contribution is that the presence of an appropriate fit (in particular the categorical one) is able to compensate the absence of endorser notoriety and, on the average, the usage of a very popular endorser from the same domain of the brand is not necessary more effective in comparison with a not well-known endorser form the same domain. This result is the peak of the present research from a managerial point of view, as it leads to consider the opportunity to support the emerging practices by which companies turn to not well-known people (disclosing the founder, or presenting some workers, or adopting a common consumer as an influencer). The endorser not well-known, but presented with an adequate story-telling might be the best choice: less onerous and more effective than a big unrelated celebrity.

2019 - The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand [Articolo su rivista]
Baghi, Ilaria; Gabrielli, Veronica
abstract

Purpose: Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding consumers’ varying negative responses towards these two different types of brand misconduct. This paper aims to investigate and compare consumers’ affective and behavioural negative reactions (i.e. negative word of mouth and purchase intention) towards a faulty brand during a values-related crisis and a performance-related crisis by testing the mediation of negative emotions and introducing the moderating role of cultural belongingness (collectivistic vs individualistic). Design/methodology/approach: The authors tested a model of moderated mediation in a cross-cultural investigation on a sample of 229 Italian and Asian consumers. The study is a 2 (cultures: collectivistic vs individualistic) × 2 (crisis: performance-related vs values-related) between-subjects experimental design. The moderated mediation model shows that consumers’ negative reactions (negative word of mouth and negative purchase intention) towards a faulty brand involved in different crisis typologies is explained by the mediating role of negative emotions, and that this mediation depends on a consumer’s cultural belongingness. Findings: The results suggest that consumers belonging to a collectivistic culture (e.g. Asian culture) tend to react in a more severe and strict manner when faced with a values-related brand crisis event then when faced with a performance-related crisis. The arousal of negative emotion towards a brand represents the mediating variable in behavioural responses (i.e. negative word of mouth and purchase intention). Originality/value: The present study extends current knowledge in the field of consumers’ negative response to brand irresponsibility behaviours while introducing the role of crisis typology and cultural belongingness. In particular, individualistic people are more sensitive to a values-related crisis in comparison with a performance-related one. The findings of this study have strong managerial implications for defining effective response strategies to negative events involving brands in different markets.

2018 - Brand prominence in cause-related marketing: Luxury versus non-luxury [Articolo su rivista]
Baghi, Ilaria; Gabrielli, Veronica
abstract

Purpose: Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two brands that are partner-involved (for-profit and non-profit brands). This study advances a model of moderated mediation that explains how and under what circumstances brand prominence disparity enhances consumers' attitudes toward CRM co-branded products and increases purchase intention. Design: The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of visual brand prominence disparity is explained by the mediating role of attitude toward a CRM co-branded product. Study 2 demonstrates that this mediation is moderated by the positioning of the for-profit brand partner (luxury vs. non-luxury positioning). Findings: Results show that brand prominence disparity has a role in defining consumers' purchase intention toward a CRM co-branded product through mediation of attitude. Moreover, positioning of the for-profit brand partner moderates the cognitive processes activated by the visual brand prominence. In luxury positioning, a loud visual prominence of the for-profit brand significantly improves consumers’ attitudes and intentions to buy the CRM co-branded product. Originality: The study extends our understanding of how visual brand presence can promote the effectiveness of co-branded CRM initiatives, and offers practical guidelines for marketers wishing to partner with social causes, while promoting products with luxury or non-luxury features.

2018 - Consumatori e imprese irresponsabili [Monografia/Trattato scientifico]
Baghi, Ilaria; Gabrielli, Veronica; Lemme, Giuliano
abstract

Negli ultimi anni molti scandali hanno coinvolto importanti aziende inter- nazionali accusate di aver causato danni ingenti ai propri consumatori, al- l’ambiente o al più generale benessere della collettività nella quale vivono e agiscono. Tra queste spiccavano anche i nomi di aziende conosciute a livel- lo globale come Zara, Nike, H&M e Nike. La domanda alla quale abbiamo provato a rispondere con questo lavoro di ricerca è la seguente: come reagi- scono gli individui, in quanto consumatori, ai comportamenti irresponsabili o dannosi delle imprese? Le reazioni cambiano in contesti culturali diversi? L’aspetto innovativo del lavoro è rappresentato proprio dalla volontà di inte- grare l’approccio cross-cultural allo studio degli effetti delle crisi aziendali sulle risposte dei consumatori. I risultati propongono spunti di grande inte- resse sia per l’originalità dell’approccio teorico sia per le evidenze empiriche capaci di fornire momenti di riflessione alle aziende internazionali che ope- rano in mercati diversi e che si possono trovare nella necessità di gestire scandali in contesti culturali distanti e differenti. Infine il lavoro si conclude con un interessante approfondimento sugli aspetti giuridici che hanno l’o- biettivo di disciplinare la tutela dei consumatori dai danni sanitari, ambienta- li o morali, causati da imprese irresponsabili. Anche in questo approfondi- mento lo scopo è quello di confrontare approcci giuridici diversi in capo a universi culturali distanti, quello occidentale e quello giapponese.

2018 - How culture belonging shapes negative emotion during product-harm crisis and influences consumers’ purchase intention of the faulty brand [Relazione in Atti di Convegno]
Baghi, I.; Gabrielli, V.
abstract

The aim of the paper is to investigate consumer responses to different typology of product-harm crisis (PHC), performance-related vs values-related crisis, in terms of negative emotion arousal and purchase intention. Moreover, the intent is to introduce the cultural belonging (collectivistic vs individualistic) as a moderator variable of this mechanism. This study tests on a sample of 220 Italian and Asian consumers a model of moderated mediation that explains under what circumstances (crisis typology) the negative emotions mediate people intention to buy the faulty brand and how this mechanism is moderated by cultural belonging. The study extends current understanding on how people react to PHC and introduces the role of cultural dimension in predicting consumers’ responses toward a faulty brand or firm.

2017 - Brand architecture change: When the corporate brand steps out of the shadow [Relazione in Atti di Convegno]
Gabrielli, V.; Baghi, I.
abstract

Brand architecture is usually described as a static picture. Several big companies recently change their brand architecture: from a house of brand to a sort of branded house. The present research investigates corporate CBBE when the corporate unveils its presence behind already well-known single product brands. An experimental design conducted within a sample of 374 Italian consumers on real-existing brands shows that the number of brands and the variety of product category affect consumer perceived corporate CBBE through the mediation of brand portfolio consistency (fit). Results validate a moderated mediation model that suggests relevant implications for brand portfolio management.

2017 - The role of brand prominence disparity in co-branded cause related marketing programs: Luxury vs non-luxury brand positioning [Relazione in Atti di Convegno]
Baghi, I.; Gabrielli, V.
abstract

Introduction Nowadays more and more companies around the world consider the necessity to define their roles in society and apply social, ethical and responsible standards to their brand management strategy (Wymer & Sargeant, 2006). Cause related marketing (CRM) represents a brand ethics orientation and it is an important tool for activating relationship between non-profit organization, company and consumers (Kotler & Lee 2005). We define CRM as a strategic partnership between a for-profit brand and a charitable organization that produces a promotional marketing campaign; a specific proportion of the profits earned from sales of a firm’s products or services get donated to the designated charitable cause (Boenigk & Schuchardt, 2013). A growing trend in CRM campaigns involves the luxury brand segment. For example, Bulgari and Save the Children ran a prominent “Rewrite the Future” campaign that raised more than $7.4m for education programs in 2011 thanks to the sales of a dedicated ring. Another well-known is the special edition Sukey bag by Gucci to support UNICEF’s “Schools for Africa” initiative. As these examples suggest, partnering with highly admired luxury brands (Phau & Prendergast, 2000; Ko & Megehee, 2012) offers compelling reasons for the rising popularity of CRM luxury campaigns among charities (Bennett & Ali- Choudhury, 2009). Moreover Hagtvedt and Patrick’s results (2015) show in a retailing context that an association with a charity at the point of sale can increase consumers’ intention to purchase a luxury brand and can facilitate upselling to a luxury store. Although, empirical research on CRM (Brown & Dacin, 1997; Gupta and Pirsch, 2006) lacks to investigate luxury offerings deeply and none of the above-mentioned research has compared a CRM campaign promoted by a luxury brand with the same CRM activity managed by a brand positioned in a different (lower) segment. Hoeffler and Keller (2002) suggest that a co-branding strategy is the most appropriate way to develop CRM activity effective for both brand partners (Michel & Rieunier 2010). Following this suggestion, Baghi and Gabrielli (2013a) investigated the role of brand awareness in co-branded CRM program in shaping consumers’ willingness to buy and to pay for the CRM product. The current study contributes to this debate in several ways. Firstly, we explore the effect of CRM in a luxury versus a non-luxury brand positioning (within the same product category). Secondly, we go further the previous research focused on brand awareness (Baghi & Gabrielli (2013b), and we investigate the influence of the different visual prominence (Han, Nunes & Dreze, 2010) of the for-profit and the non-profit brand on consumers’ responses toward a CRM program. Theoretical background and hypothesis Brand prominence is the extent to which a product has visible markings that help consumers to recognize the brand, in other words it is “the conspicuousness of a brand’s mark or logo on a product” (Han et al., 2010, p. 15). Manufacturers can produce a product with “loud” or conspicuous branding or tone it down to “quiet” or discreet branding. Following Han and colleagues approach (2010) a “loud” brand prominence means that the brand logo is very well showed up on the product while a “quiet” brand prominence entails that the brand is hidden or unobtrusive on the physical appearance of the product. Han et al. (2010) demonstrate that brand prominence plays an important role within luxury context as the consumers seek to display the brand name to others (self expressive function; Cheah, Phau, Chong & Shimul, 2015c; Koschate-Fischer, Stefan & Hoyer, 2012). In the domain of CRM, brand prominence could play a crucial role because the signalling function of the two brand partners is different: the non-profit brand may express the social engagement while the for-profit one may express consumers’ personality traits (Knight & Kim, 2007

2016 - Brand architecture shift and corporate brand equity: An exploratory study [Articolo su rivista]
Gabrielli, Veronica; Baghi, Ilaria
abstract

The aim of this research is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to explore how consumers build the corporate brand equity from single product brand equities in the portfolio: (i) the dilution process or (ii) the bookkeeping/subtyping cognitive process.

2016 - Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand [Articolo su rivista]
Baghi, Ilaria; Gabrielli, Veronica; Grappi, Silvia
abstract

Taking the consumer perspective, this work aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. We conducted two surveys among actual and potential consumers of the original brand. Study 1 demonstrated the mediating role of customer-based brand equity between the consumers’ awareness of brand counterfeits and their advocacy behaviour towards the genuine brand. Study 2 showed the moderating role exerted by consumers’ emotional attachment to the brand in this framework. This work showed specific mechanisms underlying consumer responses to counterfeits, revealing a wide framework able to uncover important positive spillover effects on counterfeited brands.

2016 - Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person [Articolo su rivista]
Gabrielli, Veronica; Baghi, Ilaria
abstract

This study proposes brand communities as an effective tool within the integrated marketing communication (IMC) system. The paper utilizes the Brand Concept Map quali-quantitative technique in order to represent and compare mental association texture within one group of non-members of a brand community versus one group of people engaged in the same community. Brand stimulus is Nutella (chocolate cream) which boasts a crowded and lively online brand community: Nutellaville. Results show that brand community is effective in terms of contribution, commonality, and complementarity within the IMC system. In particular, Nutella brand image within the online community participants is composed of some mental associations overlapping other communication tools (commonality), and by new mental associations (complementarity) referred to the brand image dimension named ‘brand as person’ (seductive, popular, reassuring); second, this anthropomorphism effect solves the issue of sense of guilt excited by chocolate (contribution).

2015 - Affordant Shapes of Product Holder Influence Product Evaluation and Purchase Intention [Articolo su rivista]
Cavazza, Nicoletta; Gabrielli, Veronica
abstract

Several studies have shown that stocking products on a display stand (vs. on a shelf) favors purchasing. However, little is known about whether the spatial layout of the display stand (i.e., its shape) may influence consumers ’ evaluation of the product and their purchase intention. The present research aims to investigate the role of the shape of an in-store display as a contextual cue potentially able to influence consumers’ evaluation of the exposed product and their subsequent purchasing intention. Two experiments were carried out in which we manipulated the shape of the product holder and the brand name as a function of brand awareness. We found that a meaningful shape representing the product induced a more positive product evaluation and indirectly, a greater intention to purchase in respect to shelf, when the product was a little- known brand (Study 1). Furthermore, the strongest effect occurred when the display stand facilitated product affordance in consumers ’ minds (Study 2). These results confirmed that the ability of the immediate context (i.e., the display stand) to evoke an action with an object (the product) influences the perceiver evaluation and behavioral intention towards the object itself. Theoretical and practical implications of the findings are discussed.

2015 - From the House of Brand to the Branded House: The Effects of a Brand Portfolio Shift on Consumers’ Choice. [Relazione in Atti di Convegno]
Gabrielli, V.; Baghi, I.
abstract

The aim of the study is to investigate the effects on consumer evaluations and behaviours of the shift in the brand architecture strategy from an house of brands approach to a branded house one in which the corporate brand is prominent next to the single product brands.

2014 - Brand communication [Monografia/Trattato scientifico]
Gabrielli, Veronica
abstract

Nell'offrire un inquadramento sintetico ma esaustivo sul tema della gestione e comunicazione della marca, dapprima il libro illustra con chiarezza costrutti e concetti che definiscono il brand in letteratura, poi affront ain dettaglio le diverse fasi della vita della marca, e approfondisce la centralità del processo comunicativo nella progettazione di un brand forte e positivo.

2014 - The influence of in-store product holders on orientation towards the product and on purchase intention [Articolo su rivista]
Gabrielli, Veronica; Cavazza, Nicoletta
abstract

The present research aims to test the communicative efficacy of an in-store marketing activity consisting of placing products on an end-of-aisle display stand. Two studies were conducted to test the positive effect exerted by the display stand applied to two convenience goods: a very familiar product (i.e. toothpaste in Study 1) and a less familiar one (i.e. instant chocolate pudding mix in Study 2). These two convenience goods were each articulated in three brands as a function of their awareness. Results of both experiments showed that end-of-aisle display stands significantly influenced consumers' attitude towards the product and, indirectly, their purchase intention.

2013 - Brand awareness or brand credibility? This is the matter in a co-branded cause related marketing program [Relazione in Atti di Convegno]
Baghi, Ilaria; Gabrielli, Veronica
abstract

The aim of this study is to analyse the potential of a co-branding strategy in cause related marketing (CRM). The intent is to verify the role of brand awareness and brand credibility on consumers’ intention toward a co-branded cause related product. The study consists of an experimental between subject design. Findings show that brand awareness, and not brand credibility, is able to affect consumers’ willingness to buy and to pay for the product. Even if a for-profit brand is not so credible, it could reach positive results in a CRM co-branded campaign together with a well-known non-profit brand.

2013 - Consumption practices of fast fashion products: A consumer-based approach [Articolo su rivista]
Gabrielli, Veronica; Baghi, Ilaria; Codeluppi, Vanni
abstract

The aim the present study is to investigate the consumption practices of fast fashion products. During the introductory stage of this phenomenon, most academic literature has focused its attention on structural and industrial aspects of the fast fashion phenomenon. Now that the phenomenon has been present as a part of individuals’ daily lives for some years, the time is ripe for taking a closer look at consumers’ standpoint.

2013 - Counterfeiting of Luxury Brands: Opportunity beyond the Threat [Capitolo/Saggio]
Grappi, Silvia; Baghi, Ilaria; Balboni, Bernardo; Gabrielli, Veronica
abstract

Luxury has traditionally been associated with exclusivity, status and quality. For this reason, brand management has become an important aspect of luxury goods marketingWe propose to conduct a deeper analysis by investigating, from a consumer perspective, all aspects of brand equity that might be affected by counterfeiting. Further, we propose a wider analysis based on observing not only actual consumers of genuine luxury brands but also potential ones.In the light of the results collected by these two studies conducted within one of the most “fashion victim” countries (Italy), we might attempt a preliminary answer to the following crucial question: “Apart from undeniably negative effects on sales, might counterfeiting also induce positive effects on luxury brand equity in the minds of consumers?”Respondents to this double study seem to say “yes”. Genuine consumers are shown to be particularly sensitive to the counterfeiting phenomenon. The more they perceive the existence of fakes of a brand they possess, the stronger their cognitive evaluations and affective relationship with this brand, and the stronger their personal identification with it. Surprisingly, several positive effects have also been registered within potential, as well as actual, consumers

2013 - I riflessi della contraffazione sul valore della marca [Capitolo/Saggio]
Gabrielli, Veronica; Baghi, Ilaria; Grappi, Silvia; Balboni, Bernardo
abstract

Il problema della contraffazione ha assunto una rilevanza notevole nelle dinamiche economiche globali nel corso degli ultimi 20 anni. I numeri del fenomeno rappresentano probabilmente solo una parte di questa economia sommersa poiché rinvenuta attraverso l’attività di accertamento ed i sequestri messi in atto dalle autorità preposte, a livello locale, nazionale ed internazionale. Le numerose stime induttive che vari istituti hanno sviluppato presentano, infatti, notevole variabilità, sulla base delle metodologie adottate e dei dati di partenza utilizzati. Questa variabilità si trasferisce anche sulla valutazione dell’impatto economico generale della contraffazione, in termini di mancate vendite dei produttori di originale e mancate entrate fiscali per le autorità statali. La misura più citata per quantificare il fenomeno della contraffazione è quella dell’OECD, che stima un valore globale prossimo ai 250 miliardi di dollari (OECD, 2008). Una recente analisi, che tiene conto dei prodotti acquistati sui mercati domestici e i prodotti digitali oggetto di pirateria, eleva la stima precedente ad un intervallo compreso tra i 450 e i 650 milioni di dollari, che è destinato a raddoppiare nel 2015 (BASCP 2011). I dati della Word Customs Organization, che censiscono i prodotti sequestrati dalle autorità doganali a livello mondiale, evidenziano come i settori più afflitti da questa pratica siano proprio quelli in cui operano i più importanti luxury brand: abbigliamento e accessori, scarpe, orologi e gioielli (Tab. 6.1). Mentre negli anni ’80 il settore più colpito dal fenomeno era quello degli orologi, in questi ultimi vent’anni si è assistito ad un’esplosione del commercio di accessori e abbigliamento contraffatto, alimentata dalla produzione di falsi di maggiore qualità rispetto al passato. All’interno del triennio 2008-2010, la World Customs Organization (WCO 2009; 2010; 2011) ha stimato come le marche più colpite, in funzione dei prodotti sequestrati dalle autorità doganali mondiali, siano due grandi griffe del lusso – Gucci e Louis Vuitton – con un valore stimato della sola merce contraffatta che complessivamente supera il miliardo di euro (Tab. 6.2). È evidente, quindi, come queste due maison del lusso siano estremamente esposte al fenomeno della contraffazione, che riguarda soprattutto i modelli flagship delle collezioni di borse. Si tratta, quindi, di un fenomeno che è alimentato dai desideri di un pubblico sempre più sensibile al contenuto emozionale e aspirazionale dei prodotti del lusso che assume una notevole rilevanza se si pensa che tali marchi alimentino efficacemente le dinamiche di mercato e la capacità attrattiva di interi sistemi-Paese, tra cui spiccano in particolare le case di moda del made in Italy e le griffes francesi. L’esplosione della contraffazione è per molti versi facilitata dalla frammentazione della produzione su scala mondiale, che agevola la proliferazione del falso soprattutto sui mercati emergenti. I dati della WCO confermano, infatti, il primato della Cina come principale esportatore mondiale di prodotti contraffatti, sulla base delle nazioni di origine dei prodotti sequestrati dalle autorità doganali (Tab. 6.3).

2013 - Lo sguardo dei consumatori verso la marca di lusso nell'epoca della contraffazione [Articolo su rivista]
Baghi, Ilaria; Balboni, Bernardo; Gabrielli, Veronica; Grappi, Silvia
abstract

La contraffazione è un tema sempre più attuale nella gestione della marca. Nonostante ciò, la letteratura di marketing si è concentrata sulle intenzioni di comportamento, dedicando poca attenzione ai riflessi di questo fenomeno sul significato del brand agli occhi dei consumatori. Il presente studio intende contribuire a colmare questa lacuna, analizzando e confrontando la Customer-Based Brand Equity in capo a diverse tipologie di consumatori: i consumatori del brand originale; i consumatori del brand nella versione contraffatta; i consumatori “ibridi” (coloro che posseggono sia falso che originale); i consumatori potenziali . I risultati mettono in evidenza le differenze riconducibili alle specifiche esperienze di consumo del brand.

2012 - A branding challenge for social marketing programs [Relazione in Atti di Convegno]
Baghi, Ilaria; Gabrielli, Veronica
abstract

The present paper proposes a branding perspective for a specific kind of social marketing program: Cause-related marketing. The aim is to verify the separate and joint effect of brand awareness of two partners in a co-branded cause related program. The intent is to understand which partner is most important to be aware in consumer mind to improve consumers’ attitude and trust and to feed their willingness to pay and to buy for the cause-related product. The study consists of an experimental 2 (profit brand awareness: high; low) x2 (no profit brand awareness: high; low) between subject design. Results show a interaction between the awareness of the for-profit and non-profit brand in defining consumer attitude and willingness to pay for the product and a main effect of the awareness of the non-profit brand on purchase likelihood and on trust in cause related marketing program

2012 - Co-branded cause-related marketing campaigns: the importance of linking two strong brands [Articolo su rivista]
Baghi, Ilaria; Gabrielli, Veronica
abstract

The aim of this study is to analyse the potential of a co-branding strategy in cause-related marketing campaigns, in contrast to most studies’ underestimation of the role of brands involved in such programmes. In particular, the study applies assumptions confirmed in for-profit co-branding campaigns to the peculiar context of social-driven activities. The intent is to understand which brand is most important in consumers’ minds to improve consumers’ opinions and intentions to act on a cause-related product. The study consists of an experimental 2 (for-profit brand awareness: high; low) × 2 (non-profit brand awareness: high; low) between-subject design. The results highlight the central role played by the non-profit brand. The for-profit brand alone exerts no main effect on the dependent variables, whereas the non-profit brand shows a significant impact on purchase likelihood. Moreover, an interactive effect of both brands together affects consumers’ attitudes and expected price. The findings shed light on the effectiveness of a co-branding strategy in cause-related marketing programmes and emphasise the advisability for non-profit brand marketers to understand the importance of building strong brands.

2012 - Does counterfeiting affect luxury customer-based brand equity? [Articolo su rivista]
Gabrielli, Veronica; Grappi, Silvia; Baghi, Ilaria
abstract

In recent years, there has been an important debate on the harmful effectof counterfeits on luxury brands. Marketing literature states that fake luxury productsnegatively affect consumers ’ perception of the genuine brand. Contrarily, somestudies have reported that fake alternatives do not necessary lower genuine brandproduct evaluations, providing some interesting evidence on single theoreticalconstructs referring to attitudes, perceptions or behaviors. The aim of this study isto deepen the investigation into this phenomenon and try to shed some light on theeffects of counterfeit awareness on genuine brand users ’ and on potential users ’customer-based brand equity (CBBE). Results show that counterfeits have nonegative effect on consumers ’ perception of the luxury brand. Moreover, a positiveshift on the six blocks of CBBE pyramid is observed in consumers who are aware ofthe existence of a fake alternative. The innovative nature of these fi ndings is supportedby a detailed data analysis and the managerial implication discussion.

2012 - For-profit or non-profit brands: Which is more effective in a cause-related marketing programme? [Articolo su rivista]
Baghi, Ilaria; Gabrielli, Veronica
abstract

The aim of the present study is to investigate the role of awareness of for-profit vs non-profit brands in consumers’ perception of cause-related products linking two brands in a co-branding strategy. The intention is to determine which partner’s brand awareness plays the most important role in improving positive perception of the cause-related programme and product in branding initiatives of this kind. The study is a 2 (profit brand awareness: high; low) x 2 (non-profit brand awareness: high; low) between-subject experimental design. The results reveal significant interaction between awareness of for-profit and non-profit brands in defining consumers’ willingness to pay for the cause-related product and the key impact of awareness of the two partner brands on the likelihood that consumers will make a purchase.

2012 - Il brand [Monografia/Trattato scientifico]
Gabrielli, Veronica
abstract

Il libro si propone di illustrare i principali contributi scientifici utli alla comprensione dell'evoluzione del fenomeno della marca nel tempo. Il testo adotta la duplice prospettiva di coloro che gestiscono le strategie e politiche di branding (sia in imprese che in organizzazioni di natura istituzionale o non-profit) e di coloro a cui tali azioni sono indirizzate: i consumatori

2012 - Il consumo di prodotti di lusso contraffatti e originali a confronto [Articolo su rivista]
Gabrielli, Veronica; Grappi, Silvia; Baghi, Ilaria; Balboni, Bernardo
abstract

The practice of product counterfeiting is one of the most relevant problem of the luxury goods market. Fake products allow anybody to have and to show the luxury brand without spending a great amount of money. In this sense counterfeit could be considered an hidden competitor for original and luxury brand. Past research has examined the demand side of product counterfeiting, the purchasing habits of the affluent or the stages luxury brands go through before being fully accepted by consumers. Marketing literature lacks in investigating how genuine brand consumers’ use counterfeit goods and behave when they wear fake luxury products. The aim of the present study is to investigate this topic from an emotional and social point of view. Authors assumes that emotions could have an important mediator role in defining consumers behaviours toward counterfeits or genuine products and suppose that social pressure could become a relevant moderator of this effect. Results, collected by a between subjects experimental design, confirm the research hypothesis, shedding light on the emotional and social aspects of wear a counterfeit versus a genuine good.

2012 - capitolo 11: strategie e politiche di comunicazione [Capitolo/Saggio]
Gabrielli, Veronica
abstract

Il capitolo è dedicato alle fasi di progettazione delle attività di comunicazione indirizzate ai mercati internazionali, con particolare attenzione verso le opportunità/esigenze di adattamento o standardizzazione della stessa.

2010 - Co-branding strategy for Cause Related Marketing activities: the role of brand awareness on consumers’ perception [Relazione in Atti di Convegno]
Gabrielli, V; Baghi, Ilaria
abstract

The present paper proposes a branding perspective for a specific kind of social marketing program: Cause-related marketing activities. The aim is to verify the separate and joint effect of brand awareness of two partners in a co-branded cause related program success. The intent is to understand which partner is most important to be aware in consumer mind to improve consumers’ attitude and trust and to feed their willingness to pay and to buy for the cause-related product. The study consists of an experimental 2 (profit brand awareness: high; low) x2 (no profit brand awareness: high; low) between subject design. Results have shown a significant interaction between the awareness of the for-profit and non-profit brand in defining consumer attitude and willingness to pay for the cause related product and a main effect of the awareness of the non-profit brand on purchase likelihood and on trust in cause related marketing program.

2010 - Il ruolo della Brand Community nella definizione dell’immagine di marca [Relazione in Atti di Convegno]
Baghi, Ilaria; Gabrielli, V.
abstract

From the firm point of view, a brand community is defined as a “structured set of relationship among people who are keen of a brand” (Mc Alexander et al. 2002). From the consumers’ perspective, a brand community belongs to the experiential context expressing a network of relations, between the consumers and the brand, in which the individual is immersed. This varied network of experiences could become an important source of influence on consumers perception of the brand. (Franke, Shah, 2003). The central hypothesis of the present research is that the most relevant effect of the information and experiences happening within a brand community should influence the network of informative elements and mental associations that the consumers link to the brand (Keller, 1993). How can the experience within a brand community help to reinforce and stimulate strong, favourable and unique (Keller, 1993) associations related to the brand? A brand community is only a communication channel or it can become a concrete tool to build brand image? The members and the non members of the community have a different perception of the same brand? The aim of the present study is to reveal the Nutella mental band map that is structured in Nutellaville users’ mind and These are the main questions this research project would like to find an answer through the analysis of the image of a brand, such as “Nutella”, which boasts a crowded and animated brand community: “Nutellaville”. The aim of the present study is to reveal the Nutella mental band map that is structured in Nutellaville users’ mind and and compare it with the Nutella map of consumers who do not attend and experienced the community. To reach this goal authors have chosen to adopt the Brand Concept Map (Roedder et al, 2006) methodology because it allows to map the mental associations related to a brand conciliating the depth of the qualitative research with the capability to obtain solid aggregate constructions. The comparison between the two Nutella concept maps shied light on the influences of taking part in Nutellaville on the brand image perception. Results of the present research offer interesting insights on community experiences nature and their role in defining brand associations.

2010 - SME practice towards integrated marketing communications [Articolo su rivista]
Gabrielli, Veronica; Balboni, Bernardo
abstract

The purpose of this paper is to discover and empirically test the gap between the theory and practice of integrated marketing communications (IMC) in small- and medium-sized enterprises (SMEs). The paper follows a quantitative approach, using the questionnaire technique. Questionnaire items emerged from a literature review and a qualitative step (in-depth interviews). The questionnaire was submitted to a sample of 210 manufacturing firms. Factor and cluster analysis were performed in order to give a descriptive overview of different communication behavioral profiles within SMEs.

2009 - Consumption practices of counterfeit luxury goods in the Italian context [Articolo su rivista]
Gistri, Giacomo; Romani, Simona; Pace, Stefano; Gabrielli, Veronica; Grappi, Silvia
abstract

Counterfeiting is an expanding and increasingly relevant phenomenon in contemporary markets that has a particular impact on luxury branded goods. Most academic literature to date has focused its attention on the determinants of purchase, underestimating the consumption phase. This paper aims to fi ll this gap by investigating how people consume counterfeit luxury products. Our results help us to better understand the phenomenon as a whole, with the objective of providinguseful insights for the companies that produce luxury goods, and assisting them in realising effective policies for stemming counterfeiting.

2009 - L’effetto del Country-of-Design e del Country-of-Manufacture sulla valutazione di prodotto: un’analisi sperimentale sul consumatore italiano [Relazione in Atti di Convegno]
Balboni, Bernardo; Gabrielli, Veronica; Grappi, Silvia
abstract

The paper aims at investigating the Country of Origin effect adopting a multiple-cue perspective. In particular we consider Country of Manufacture and Country of Design, involving countries as Italy and China. These cues are manipulated in a 2X2 experimental setting. The study is based on a 500 Italian consumers research, asked about a sofa production. Results highlight the main role of Country of Manufacture on product overall judgement and on willingness to buy. Moreover an interesting interaction between Country of Manufacture and Country of Design is discussed.

2009 - la crescita dimensionale in un mercato di nicchia:Lacote [Capitolo/Saggio]
Gabrielli, Veronica; Vignola, Marina; Baghi, Ilaria; P., Vecchi
abstract

Il capitolo descrive il caso di studio dell'azienda Lacote, con la finalità di illustrare la sapiente gestione delle diverse leve del marketing mix lungo tutto l'arco delal gestione del ciclo di vita del prodotto. Questa strategia è esemplificativa di una modalità di approccio efficace all'internod i un mercato di nicchia.

2008 - Il consumatore e i prodotti contraffatti: un’indagine esplorativa sul processo di acquisto e le pratiche di consumo [Relazione in Atti di Convegno]
Gistri, G.; Romani, S.; Grappi, Silvia; Pace, S.; Gabrielli, Veronica
abstract

Counterfeiting is an increasing and relevant phenomenon in contemporary markets. This paper aims to investigate, from a consumer perspective, the determinants of purchases, the buying settings and the consumption practices for counterfeited fashion goods. For our exploratory analyses we used in-depth interviews with different kind of people including buyers and non buyers. Results confirmed previous studies conducted in the field on the determinants of purchases and some interesting new themes emerged especially considering the consumption practices. Directions for further research and some preliminary implications for companies and public authorities are provided in the last paragraph

2008 - L'INTEGRAZIONE TRA MARKETING E GESTIONE DELLE RISORSE UMANE: L'APPROCCIO DEL MARKETING INTERNO [Capitolo/Saggio]
Galli, Giovanna; Tedeschi, Marcello; Gabrielli, Veronica; Neri, M.
abstract

Lo studio presenta un modello operativo da utilizzare nella gestione delle attività svolte dalla direzione RU, nell'idea che quest'ultima unità organizzativa sia ri-definita come un centro di servizi con la finalità di soddisfare le moteplici esigenze dei clienti interni

2008 - La fedeltà del cliente oltre la prospettiva comportamentale: un modello interpretativo nell’ambito dei servizi [Articolo su rivista]
Grappi, Silvia; Gabrielli, Veronica; Balboni, Bernardo
abstract

This study aims to empirically demonstrate the source of customer loyalty in two different service contexts: retailing and banking. Results highlight that behavioral loyalty is influenced by psychological and relational variables. Findings show differences between the two contexts useful in managing business-customer relationships.

2007 - Branding in retailing: a comparative perspective ‘services versus products’ [Relazione in Atti di Convegno]
Grappi, Silvia; Gabrielli, Veronica
abstract

The research aimed to empirically test Aaker’s theoretical conceptualization of brand image within two different contexts. At first we investigated brand image within a ‘product context’ -analyzing an Italian food producer’s brand-, and then we tested the same conceptualization within a ‘service context’ -analyzing an Italian grocery retailer-. The study showed differences between the two brand image structures. The analyses confirmed the multi-dimensionality of brand image within both contexts: it is composed by associations referred to a brand as a product, as an organization, as a person and as a symbol. Nevertheless, within the service context brand image appeared primarily fostered by the dimension ‘brand as person’. This result is consistent with the intangibility and the inseparability characteristics of services.

2007 - How does brand image form? The role of brand associations in affecting brand quality and brand superiority [Relazione in Atti di Convegno]
Grappi, Silvia; Gabrielli, Veronica; Balboni, Bernardo
abstract

The purpose of this research was to empirically test a multi-dimensional conceptualization of brand image. Following Aaker’s perspective, we tested the existence of four categories of associations forming brand image: we analyzed brand associations not just from the viewpoint of the product, but also as an organization, a person and a symbol. Furthermore, the research established an empirical basis that shows the impact of brand image on consumers’ perceptions about the quality and superiority of the brand. One thousand and fourteen (1014) consumers made up the sample and structural equations with latent variables were used to test the theoretical model.

2007 - I fattori agevolanti ed ostacolanti il presidio diretto dei mercati [Capitolo/Saggio]
Gabrielli, Veronica; Galli, Giovanna; Vignola, Marina
abstract

Le imprese modenesi scelgono di investire prevalentemente in partecipazioni di controllo e nell’Unione europea. Un segnale di un processo avviato e non ancora concluso del quale vengono individuati obiettivi, motivazioni, fattori agevolanti ed ostacolanti.

2007 - Il ruolo della comunicazione nella relazione consumatore-insegna commerciale [Articolo su rivista]
Grappi, Silvia; Gabrielli, Veronica; Balboni, Bernardo
abstract

La ricerca costituisce un’analisi preliminare guidata dall’intento di comprendere il ruolo delle iniziative di comunicazione intraprese dall’insegna commerciale nella relazione con la clientela. In particolare, l’analisi è guidata da tre fondamentali obiettivi. Innanzitutto mira ad indagare il ruolo dei differenti contenuti comunicativi sulla percezione, da parte del consumatore, dell’impegno dell’insegna commerciale nella relazione (IRP, investimento relazionale percepito). Al contempo, esamina l’influenza esercitata dalla variabile IRP su una delle principali dimensioni relazionali riconosciuta in letteratura come antecedente delle scelte di acquisto del consumatore: la fiducia. Infine, lo studio indaga il legame esistente tra la fiducia e un riflesso comportamentale conseguente di rilevante interesse: la fedeltà del consumatore

2007 - L’immagine di marca: le dimensioni componenti ed i riflessi sulla valutazione di superiorità [Relazione in Atti di Convegno]
Gabrielli, Veronica; Grappi, Silvia
abstract

Lo studio rappresenta una risposta alle sollecitazioni presenti in letteratura che auspicano una verifica di uno schema concettuale articolato dell’immagine di marca. Attraverso un’indagine empirica riferita ad un brand di servizio, viene dimostrato come le informazioni che il consumatore collega alla marca (brand association) si organizzino, nella sua mente, in quattro dimensioni distinte che compongono l’immagine di marca. La ricerca dimostra, inoltre, come l’immagine di marca non si risolva soltanto in un insieme di percezioni ma si traduca in un effetto di carattere valutativo: essa ha infatti una conseguenza positiva sul giudizio di eccellenza che i consumatori esprimono verso la marca sia in termini assoluti (qualità percepita), sia in termini comparativi rispetto ai concorrenti (superiorità percepita).

2006 - Componenti valutative e comportamentali della fedeltà al punto vendita [Articolo su rivista]
Gabrielli, Veronica; Galli, Giovanna; Grappi, Silvia; Martinelli, Elisa
abstract

This paper investigates the determinants of behavioural loyalty in retailer-consumer relationships. It aims to demonstrate that also relational dimensions play an important role to support loyal behaviours, beyond satisfaction, often advocated as one of the major determinants. The paper presents and tests a conceptual model of the process by which satisfaction and attitudinal loyalty – with commitment and affective loyalty as its antecedents – enhance behavioural loyalty.Results confirm that attitudinal loyalty significantly affects behavioural loyalty and that satisfaction plays a marginal role.

2005 - Attitudinal and behavioural loyalty in a retailing context: some preliminary results [Relazione in Atti di Convegno]
Gabrielli, Veronica; Galli, Giovanna; Grappi, Silvia; Martinelli, Elisa
abstract

The theoretical and empirical perspectives suggested in this work are focused on loyalty construct, its dimensions and determinants. Indeed, numerous previous studies on brand-consumer relationship have been focused on loyalty concept, investigating its attitudinal and behavioural components. Customer satisfaction has been identified as a key determinant of loyalty, even though not the only one. In these studies, satisfaction is supposed to be able to preserve relationships with customers and, consequently, to improve loyalty. This kind of studies, however, has hardly ever been referred to the theoretical background suggested by relational marketing. The relational marketing contribution is generally embedded in industrial vertical connections (BtoB). On the contrary this work aims to identify and analyse the relational loyalty components in retailer-consumer dyad. In particular, the study aims to obtain two objectives: the first one is to empirically demonstrate the multidimensional nature of loyalty construct; the second one is to investigate the causal relationship between psychological and behavioural loyalty dimensions.

2005 - La fedeltà del consumatore al punto vendita: determinanti di natura cognitiva ed affettiva [Relazione in Atti di Convegno]
Gabrielli, Veronica; Galli, Giovanna; Grappi, Silvia; Martinelli, Elisa
abstract

La prospettiva di studio contenuta in questo lavoro è principalmente incentrata sul concetto di fedeltà, sulle sue componenti e sulle sue determinanti. Molteplici lavori, prevalentemente focalizzati sul rapporto marca-consumatore finale, hanno infatti concentrato la sistematizzazione teorica e l’indagine sperimentale sul concetto di fedeltà, con le sue componenti attitudinale e comportamentale, sulle sue determinanti e sui possibili strumenti di misurazione. La soddisfazione del consumatore è stata spesso identificata come una determinante chiave, sebbene non l’unica, in grado di supportare il mantenimento dei rapporti con la clientela e quindi di fidelizzarla. Questi lavori, pur avendo approfondito il tema della fedeltà del cliente hanno raramente fatto riferimento al bagaglio concettuale proposto dal marketing relazionale, producendo schemi concettuali e di analisi sperimentale del tutto autonomi. L’intenzione che muove il lavoro, quindi, è quella di individuare le componenti relazionali insite nel costrutto di fedeltà. In particolare l’indagine si concentra sulla diade retailer – acquirente, più volte auspicata come ambito privilegiato a cui estendere i risultati ad oggi ottenuti dalla scuola relazionale in un contesto BtoB o di canale verticale di marketing.Il lavoro si propone dunque tre obiettivi. Il primo è quello di fornire evidenza empirica a supporto dell’ipotesi che la fedeltà del cliente è un costrutto multidimensionale costituito di componenti sia psicologiche che comportamentali. Il secondo è quello di verificare in che misura le dimensioni psicologiche della fedeltà del cliente possano essere considerate determinanti della dimensione comportamentale in un contesto retailer-consumer. Il terzo obiettivo è quello di stimare l’influenza esercitata dagli strumenti comunicativi nella formazione delle dimensioni psicologiche e comportamentali della fedeltà.

2002 - Il rapporto banca-impresa commerciale nell'ambito dei servizi di pagamento [Capitolo/Saggio]
Gabrielli, Veronica
abstract

Nell'ultimod ecennio il rapporto tra banca e impresa commerciale, soprattutto se della GDO, ha assunto le sfumature più varie, segnando un passaggio da un rapporto di "fornitura", attraverso uno di collaborazione, dino ad un rapporto di concorrenza reciproca. Diversi sono i contributi apparsi sulel riviste internazionali che tracciano il percorso evolutivo di questa relazione. Il presente articolo si propone di fornire una sintesi dei tratti comuni ritrovati negli scritti più recenti, di riflettere sulel motivazioni di carattere strategico che hanno indotto ad un mutamento di scenario ed infine di presentare i tratti distintivi di alcuni casi rintracciabili nel panorama internazionale.