Journal title MERCATI E COMPETITIVITÀ
Author/s Gabriele Qualizza, Claudio Sambri
Publishing Year 2014 Issue 2014/1 Language Italian
Pages 24 P. 153-176 File size 735 KB
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The paper presents the results of a study, aimed at investigating the relationship between brands and young "digital" consumers. For this purpose, a survey was carried out - through a semi-structured questionnaire - which involved a sample of more than five hundred subjects, aged between 15 and 24 years. Given the novelty of the topic and the lack of a unique theoretical framework, rather than assessing some research hypotheses, the article intends to point out - also in view of possible future studies - a number of issues still little explored from an empirical point of view. In particular, it seems appropriate to pay attention not only to technology, but also to the way in which brands are incorporated into the largest set of communication strategies (both online and offline) and value orientations that give meaning to people’s everyday lives.
Keywords: Brand, consumer, "digital" natives, brand relationship quality, web marketing
Gabriele Qualizza, Claudio Sambri, Marche e giovani consumatori "digitali": uno studio esplorativo in "MERCATI E COMPETITIVITÀ" 1/2014, pp 153-176, DOI: 10.3280/MC2014-001008