RISULTATI RICERCA

Native advertising is rapidly establishing itself in the field of online marketing communication strategies. This paper aims at analyzing consumer responses to native ads varying upon the concreteness versus abstractness of content under specific brand awareness conditions. The conceptual model proposes that brand awareness moderates the relationships between the type of content (concrete vs. abstract) andconsumers evaluations of and dispositions toward native ad, product/service and brand. The results of an experimental study provide empirical support to the idea that consumer responses to concrete vs. abstract native content change for wellknown and less known brands and suggest implications for theory and practice.

The study explores emotions and the engagement with local community as the keys of satisfactory tourists’ experience by investigating visitors of an Italian mine village, in which eco-museum and tourist facilities are offered. The methodology is based on a quantitative approach and the main method is a survey analysis, through a questionnaire administrated in situ. The study provides a confirmatory factor analysis in order to test the validity and reliability of the Destination Emotional Scale and the Memorable Tourism Experience Scale. Differently from other implementations, the main findings show that DES does not fit in this sample. However, this study shows the importance of emotions and feelings in the visitors’ experience, particularly in the hedonistic and place attachment variables within a specific cultural site.

Despite the multitude and richness of works on tourism experience, few studies have analysed the experiential approach and its key effects in cultural district context.The purpose of this paper is to provide an exploratory investigation of the magnitude of the experiential approach in the specific area of cultural district tourism as a contribution to the scarce and preliminary literature on this topic.To achieve this aim, a structural equation modelling (SEM) analysis is applied to a sample of 400 tourists at San Gregorio Armeno (Naples, Italy) to test the relationships among visitor experience, tourist satisfaction, memorable experience and behavioural intentions. The selected cultural district is an agglomeration of local firms embedded with the aim of producing hand-crafted goods (by respecting traditions, history and the local community), thereby driving unplanned heritage tourismdevelopment based on the visit experience delivered to customers.The findings of this empirical study show positive relationships among the constructs and interesting moderating effects of the variables (i.e., gender and past experience).Based on these results, the main contributions to theory are explained, managerial implications (for local firms and policy makers) and future research directions are suggested.

Wine tourism destinations are growing in popularity not only for wine tasting experiences but also for the wineries’ aesthetic and authentic rural appeal, which are increasingly valued and sought-after by a wider range of wine tourist markets. This study suggests and tests an empirical model where both various servicescape dimensions (i.e. physical environment, facilities, and personnel interaction) and perceived level of authenticity (i.e. object-based authenticity and existential authenticity) are considered as determinants of wine tourists’ satisfaction and different types of behavioural intentions.Specifically, multiple regression analysis was conducted on a sample of 267 valid questionnaires collected from winery visitors in the region of Sardinia in 2015. Theoretical and managerial contributions on how to design and manage wine tourism experiences for wine tourist markets are discussed, and suggestions for future research are given.

Multiple studies have focused on Customer Experience and its relationship with Customer Loyalty. Despite such attention, two research gaps are still open with reference to the Experience-Loyalty link: the mediating role of Customer Satisfaction and the moderating role of consumer characteristics. This study employs a moderated mediation analysis of the relationship between Customer Experience and CustomerLoyalty by including Customer Satisfaction as a mediator and Shopping Enjoyment as a moderator. An online survey on almost three thousand consumers is run with reference to grocery retailing. Results show the role of Customer Satisfaction as a mediator. Shopping Enjoyment interacts with the Negative Affective Customer Experience dimension in its relationship with Customer Satisfaction.

The experiential perspective has become the primary lens adopted in the current economic and managerial literature. In recent years, the marketing literature has recognized the importance of the contributions of consultancy work on the Experience Economy, Experiential Marketing, and Customer Experience Management.This work defines the experiential approach as the managerial tool that puts the customer experience (CE) at the center of a company’s decision-making processes. It also recognizes that experiential management studies constitute a rich and important research field, but one that has not yet been clearly defined or characterized.Moreover, this paper describes the evolution of the state of the art of the experiential approach and outlines possible future developments.To this end, a systematic review of the literature is offered in order to make the review process both transparent and reproducible. It is built on the articles published in the SciVerse Scopus database up until December 2018. To answer the research questions, a bibliometric analysis of the citations in the database itself is conducted and an inductive content analysis undertaken, by studying the database in the keywords sections through T-Lab software. Using keywords to identify the subject of published articles, a content analysis (co-word analysis) serves to determine the main experiential approach adopted as well as the principal sectors (e.g. food, tourism, events, etc.) in which the various experiential approaches have been applied.This study is a first attempt at quantitative measurement of the diffusion of experiential marketing and management concepts in academic literature. While acknowledging the need for further qualitative studies, the analysis provides insight on the main experiential approaches adopted and points to the need for a theoretical framework able to coherently synthesize them.

Christian Wolff’s failed attempt to appropriate Leibniz’s distinction between machines of nature and machines of art is significant from both a historical and a theoretical point of view. After considering Wolff’s early distinction between nature and art in terms of an active principle or force (Section 1), this paper reconstructs the sudden re-appearance of Leibniz’s concept of natural machine in Wolff’s 1724 Anmerckungen (Section 2). Sections 3-4 analyze Wolff’s definitions of the general concept of machine in terms of structures and functions respectively, and argue that Leibniz’s doctrine of natural machines only makes sense against the background of the functional account. Thus, Wolff’s attempt to appropriate Leibniz’s idea brings to light its fundamentally teleological inspiration (Section 5). However, Wolff departs from Leibniz in that he refrains from characterizing natural machines as those whose parts are themselves natural machines ad infinitum. As a consequence, Wolff’s organic bodies are not indestructible like Leibniz’s ones, and the boundary between the realms of nature and art is blurred (Section 6).

This article investigates the traces of Bacon’s concept of spiritus in Hobbes’s natural philosophy. During the 1620s, Hobbes met frequently with Bacon, and he even knew some important works by Bacon. However, Hobbes scholars have often simply compared the philosophies of Bacon and Hobbes, without searching for a precise Baconian legacy in Hobbes’s thought. Here I examine Hobbes’s concept of internal spirits as it emerges in the 1641 debate with Descartes. This concept seems to echo some features of Bacon’s notion of spiritus. This concept holds different meanings in Bacon’s works, but the Lord Chancellor used it to formulate a theory of hardness and softness which seems to have influenced Hobbes’s own theory of hardness. An analysis of this topic allows me to examine Hobbes’s important concept of internal spirits and its link with another pivotal notion of his physics: conatus. Nevertheless, Hobbes’s theory of hardness does not merely reveal his debt towards Bacon; it also reveals the originality of his philosophy, an originality that also emerges from a comparison of Bacon and Hobbes’s theories of sense. Bacon’s significant legacy emerges when we examine this topic. However, Bacon’s theory also differs from that of Hobbes since it is not completely mechanistic, unlike that of Hobbes.