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Self o mass branding? La relazione tra personalizzazione e marca
Autori/Curatori: Maria Antonietta Raimondo, Gaetano "Nino" Miceli, Stefania Farace 
Anno di pubblicazione:  2013 Fascicolo: Lingua: Italiano 
Numero pagine:  23 P. 149-171 Dimensione file:  751 KB
DOI:  10.3280/MC2013-004008
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L’articolo analizza la relazione tra personalizzazione e marca, distinguendo la Combination-based Customization (CbC), che è la combinazione di moduli di prodotto forniti dall’impresa, e la Integration-based Customization (IbC), che è la personalizzazione del prodotto basata su segni e simboli forniti dal cliente, e proponendo che le reazioni del cliente ai due modelli di personalizzazione dipendono dalla presenza/assenza del brand logo sul prodotto. I risultati dimostrano che la presenza di un mass brand logo genera atteggiamento e disposizioni del cliente più alti per la CbC rispetto alla IbC. In assenza di un mass brand logo, si verifica il pattern opposto. Il vantaggio della CbC rispetto alla IbC per i prodotti di marca, tuttavia, scompare quando c’è un’elevata congruenza tra il sè del consumatore e la marca e quando si considerano marche creative.

Keywords: Personalizzazione, marca, self branding, comunicazione dell’identità.

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  1. Maria Antonietta Raimondo, Stefania Farace, Gaetano "Nino" Miceli, User-Generated Systems of Signs and Meanings in Product Customization: Taxonomies and Research Directions in MERCATI & COMPETITIVITÀ 2/2018 pp. 61, DOI: 10.3280/MC2018-002004

Maria Antonietta Raimondo, Gaetano "Nino" Miceli, Stefania Farace, in "MERCATI E COMPETITIVITÀ" 4/2013, pp. 149-171, DOI:10.3280/MC2013-004008


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