Self o mass branding? La relazione tra personalizzazione e marca

Titolo Rivista MERCATI E COMPETITIVITÀ
Autori/Curatori Maria Antonietta Raimondo, Gaetano "Nino" Miceli, Stefania Farace
Anno di pubblicazione 2013 Fascicolo 2013/4 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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  • User-Generated Systems of Signs and Meanings in Product Customization: Taxonomies and Research Directions Maria Antonietta Raimondo, Stefania Farace, Gaetano "Nino" Miceli, in MERCATI & COMPETITIVITÀ 2/2018 pp.61
    DOI: 10.3280/MC2018-002004

Maria Antonietta Raimondo, Gaetano "Nino" Miceli, Stefania Farace, Self o mass branding? La relazione tra personalizzazione e marca in "MERCATI E COMPETITIVITÀ" 4/2013, pp 149-171, DOI: 10.3280/MC2013-004008