LIBRI DI ILARIA BAGHI

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.

Come reagiscono gli individui, in quanto consumatori, ai comportamenti irresponsabili o dannosi delle imprese? Le reazioni cambiano in contesti culturali diversi? Cercando di integrare l’approccio cross-cultural allo studio degli effetti delle crisi aziendali sulle risposte dei consumatori, il volume propone spunti di grande interesse sia per l’originalità dell’approccio teorico sia per le evidenze empiriche capaci di fornire momenti di riflessione alle aziende internazionali che operano in mercati diversi e che si possono trovare nella necessità di gestire scandali in contesti culturali distanti e differenti.

L’obiettivo del presente lavoro di ricerca è quello di investigare il ruolo dell’effetto del paese d’origine nel contesto delle iniziative di cause related marketing. Le ipotesi riguardano l’influenza delle credenze relative al paese d’origine del prodotto sull’intenzione all’acquisto e sulla percezione da parte dei consumatori di tali iniziative. Lo studio consiste di un disegno sperimentale 2X2 between subjects. I risultati mostrano influenze significative del paese d’origine sulla attrattività del prodotto, sull’intenzione all’acquisto, sulla disponibilità a pagare e sulla percezione di utilità sociale della iniziativa. La provenienza del prodotto non ha effetti rilevanti sull’atteggiamento e sull’importanza attribuita alla mission causa sociale.

Il volume offre una visione organica dei fattori di successo e di sostenibilità della media impresa italiana. Presenta un modello analitico basato su quattro asset (imprenditorialità, competitività, organizzazione e internazionalizzazione) e alcune chiavi di lettura generali, nonché le relative implicazioni per la gestione delle imprese e per le decisioni di policy. Analizza infine trenta casi di studio per sviluppare il modello analitico e le relative implicazioni.

Reason and emotion in consumer' preferences: The Halo effect.Consumer research often considers decision making as a process aiming to combine and compare information the attributes characterizing different alternatives. Recent studies suggest that affect and emotion also have an influence on decision making. The aim of the present study is to show that the affect toward different brands could be influenced by specific comparisons and, in turn, have a role in shaping consumers’ preferences. In this perspective, the emotion becomes an attribute itself, a sort of halo able to connote products or brands in a distinctive way. In two studies, we investigate the influence of the halo effect on people’s judgments (1) and choices (2). Results show that a positive or negative halo influences people preferences for different brands. The findings of the present study are discussed in details. Moreover, an implication for marketing strategies is that the affective valence people attach to a brand or product may determinate their following preferences when specific contextual comparisons are present. Keywords: Affect, context effect, heuristics and biases,