Clicca qui per scaricare

L’atteggiamento dei consumatori nei confronti dei global brand: uno studio esplorativo in tre paesi europei
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Alfonso Siano, Agostino Vollero, Maria Palazzo, Felice Addeo 
Anno di pubblicazione:  2014 Fascicolo: Lingua: Italiano 
Numero pagine:  26 P. 87-112 Dimensione file:  139 KB
DOI:  10.3280/MC2014-003006
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


Attraverso una prospettiva di analisi cross-national (che coinvolge tre campioni di studenti in Italia, Spagna e Regno Unito), il paper intende contribuire all’avanzamento della conoscenza in materia di atteggiamenti dei consumatori nei confronti dei brand globali, rispetto al loro contesto culturale/nazionale e ad alcuni fattori customer-based della brand equity. Le ricerche in questo campo hanno spesso mostrato risultati contrastanti. Al fine di esplorare i nuovi percorsi di ricerca, si propone uno studio pilota impostato su tecniche di analisi multivariata (analisi delle corrispondenze multiple e cluster analysis), declinate secondo l’approccio francese. L’identificazione di tre diversi cluster di consumatori (no logo, brand dreamers, etnocentrici), ciascuno con un diverso approccio verso i brand, suggerisce alcune implicazioni in termini manageriali al di là delle "rigide" contrapposizioni globalismo/localismo e standardizzazione/adattamento proposte spesso in letteratura.


Keywords: Marchi globali, atteggiamenti dei consumatori, effetto COO, identità nazionale.

  1. Aaker D.A., Joachimsthaler E. (2000). Brand Leadership. New York: The Free Press.
  2. Alden D.L., Steenkamp J., Batra R. (2006). Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. International Journal of Research in Marketing, 23, 3: 227-239,, 10.1016/j.ijresmar.2006.01.010DOI: 10.1016/j.ijresmar.2006.01.010
  3. Anderson W., Cunningham W. (1972). Gauguin Foreign Product Promotion Journal of Advertising Research, 12: 29-34.
  4. Aref A.A., Hayes L.A., Zinkhan G.M., Balazs A.L. (2002). International Brand-Name Standardization/Adaptation: Antecedents and Consequences. Journal of International Marketing, 10, 3: 22-48,, 10.1509/jimk.10.3.22.19544DOI: 10.1509/jimk.10.3.22.19544
  5. Arnett J.J. (2002). The psychology of globalization. American Psychologist, 57: 774-783,, 10.1037/0003-066X.57.10.774DOI: 10.1037/0003-066X.57.10.774
  6. Ashill N.J., Sinha A. (2004). An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention. Journal of Asia-Pacific Business, 5, 3: 27-43,, 10.1300/J098v05n03_03DOI: 10.1300/J098v05n03_03
  7. Askegaard S., Arnould E.J., Kjeldgaard D. (2005). Postassimilationist Ethnic Consumer Research: Qualifications and Extensions. Journal of Consumer Research, 32, 1: 160-170,, 10.1086/426625DOI: 10.1086/426625
  8. Balabanis G., Diamantopoulos A., Melewar T.C. (2001). The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies. Journal of International Business Studies, 32, 1: 157-177,, 10.1057/palgrave.jibs.8490943DOI: 10.1057/palgrave.jibs.8490943
  9. Balabanis G., Mueller R., Melewar T.C. (2002). The human value’s lenses of country of origin images. International Marketing Review, 19, 6: 582-610,, 10.1108/02651330210451935DOI: 10.1108/02651330210451935
  10. Bannister J.P., Saunders J.A. (1978). U.K. Consumers’ Attitudes Towards Imports: The Measurement of National Stereotype Image. European Journal of Marketing, 12: 562-70,, 10.1108/EUM0000000004982DOI: 10.1108/EUM0000000004982
  11. Baumgartner G., Jolibert A. (1977). The Perception of Foreign Products in France. Advances in Consumer Research, 5: 603-05.
  12. Benzecri J.P. (1973). L’analyse de données. Paris: Dunod Edition.
  13. Bhat S., Reddy S.K. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15, 1: 32-43,, 10.1108/07363769810202664DOI: 10.1108/07363769810202664
  14. Bordieu P. (1983). La distinzione. Critica sociale delgusto, Bologna: il Mulino.
  15. Brognara R., Codeluppi V. (1992). Imagineering, Milano: Guerini e associati.
  16. Corbetta P. (1999), Metodologia e tecniche della ricerca sociale. Bologna: il Mulino.
  17. Cova B., Dalli D. (2009). Working Consumers: The Next Step in Marketing Theory?. Marketing Theory, 9, 3: 315-339,, 10.1177/1470593109338144DOI: 10.1177/1470593109338144
  18. Cleveland M., Laroche M., Papadopoulos N. (2009). Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Country Study of Antecedents and Outcomes. Journal of International Marketing, 17, 1: 116-146,, 10.1509/jimk.17.1.116DOI: 10.1509/jimk.17.1.116
  19. Di Franco G. (2006). Corrispondenze multiple e altre tecniche multivariate per variabili categoriali. Milano: FrancoAngeli.
  20. Douglas S.P., Craig C.S. (1997). The changing dynamic of consumer behavior: implications for cross-cultural research. International Journal of Research in Marketing, 14: 379-95,, 10.1016/S0167-8116(97)00026-8DOI: 10.1016/S0167-8116(97)00026-8
  21. East R. (1996). Consumer Behavior: Advances and Applications in Marketing. London: Prentice Hall.
  22. Ettenson R., Wagner J., Gaeth G. (1988). Evaluating the effect of country-of-origin and the Made in U.S.A.Campaign: A Conjoint approach. Journal of Retailing, 1: 85-100.
  23. Giraldi A. (2012). Il fenomeno dell’etnocentrismo nel consumo. la validazione della Consumer Ethnocentric Tendencies Scale in Italia (Consumer Ethnocentrism. Italian validation of Consumer Ethnocentric Tendencies Scale). Mercati e Competitività, 2, 11: 126-145.
  24. Greenacre M., Blasius, J. (2006). Multiple Correspondence Analysis and Related Methods. Boca-Raton, FL: Chapman-Hall,, 10.1201/9781420011319DOI: 10.1201/9781420011319
  25. Gürhan-Canli Z., Maheswaran D. (2000). Cultural Variations in Country of Origin Effects. Journal of Marketing Research, 37, 3: 309-317,, 10.1509/jmkr.37.3.309.18778DOI: 10.1509/jmkr.37.3.309.18778
  26. Hakala U., Svensson J., Vincze Z. (2012). Consumer-based brand equity and top-of mind awareness: a cross-country analysis. Journal of Product & Brand Management, 21, 6: 439-451,, 10.1108/10610421211264928DOI: 10.1108/10610421211264928
  27. Hamm S. (2007). Children of the web: How the second-generation Internet is spawning a global youth culture – and what business can do to cash in. Retrieved from http://www.businessweek.com/magazine/content/07_27/b4041401.htm.
  28. Han M., Terpstra V. (1988). Country-of-origin effects for Uni-National and Bi-National products. Journal of International Business Studies, 19, 2: 235-255,, 10.1057/palgrave.jibs.8490379DOI: 10.1057/palgrave.jibs.8490379
  29. Harzing A.W., Sorge A.M. (2003). The relative impact of country-of-origin and universal contingencies on internationalization strategies and corporate control in multinational enterprises: world-wide and European perspectives. Organization Studies, 24, 2: 187-214,, 10.1177/0170840603024002343DOI: 10.1177/0170840603024002343
  30. Holmes S. (2007). Multivariate Analysis: The French Way, Probability and Statistics: Essays in Honor of David A. Freedman, Volume 2, 219-233 IMS Lecture Notes – Monograph Series. Beachwood: OH IMS.
  31. Holt D.B. (2004). How Brands Become Icons: The Principles of Cultural Branding, Cambridge, MA: Harvard Business School Press.
  32. Holt D.B., Quelch J.A., Taylor E.L. (2004). How Global Brands Compete. Harvard Business Review, Sept.-Oct.: 68-75.
  33. Hoffman D.J., Franke G.R. (1986). Correspondence analysis: graphical representation of categorical data in marketing research. Journal of Marketing Research, 23: 213-227,, 10.2307/3151480DOI: 10.2307/3151480
  34. Hung C. (1989). A Country of Origin Product Image Study: The Canadian Perception and Nationality Biases. Journal of International Consumer Marketing, 13: 5-26,, 10.1300/J046v01n03_02DOI: 10.1300/J046v01n03_02
  35. Johansson J.K., Nebenzahl I.D. (1986). Multinational production: effect on brand value. Journal of International Business Studies, 17, Fall: 101-26,, 10.1057/palgrave.jibs.8490861DOI: 10.1057/palgrave.jibs.8490861
  36. Kay M.J. (2006). Strong brands and corporate brands. European Journal of Marketing, 40, 7: 742-760,, 10.1108/03090560610669973DOI: 10.1108/03090560610669973
  37. Keillor B.D., Hult G.T.M. (1999). A five-country study of national identity. Implications for international marketing research and practice. International Marketing Review, 16, 1: 68.
  38. Kjeldgaard D., Askegaard S. (2006). The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference. Journal of Consumer Research, 33, 2: 231-247,, 10.1086/506304DOI: 10.1086/506304
  39. Klein J.G., Ettenson R., Morris M.D. (1998). The animosity model of foreign product purchase: An empirical test in the People’s Republic of China. Journal of Marketing, 62,1: 89-100,, 10.2307/1251805DOI: 10.2307/1251805
  40. Macdonald E.K., Sharp B.M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48: 5-15,, 10.1016/S0148-2963(98)00070-8DOI: 10.1016/S0148-2963(98)00070-8
  41. Maheswaran D. (1994). Country-of-Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations. Journal of Consumer Research, 21 (September): 354-365,, 10.1086/209403DOI: 10.1086/209403
  42. Mattiacci A., Ceccotti F. (2008). Nicchia e competitività: prospettive per il marketing nella nuova globalizzazione. Micro&Macro Marketing, 17, 2: 229-258.
  43. McCraken G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13, 1: 71-84,, 10.1086/209048DOI: 10.1086/209048
  44. Musso F. (2010). Le nuove frontiere del marketing internazionale fra approccio strategico, contestualizzazione e interculturalità. Mercati e Competitività, 4, 4: 15-19,, 10.3280/MC2010-004002DOI: 10.3280/MC2010-004002
  45. Nunnaly J. (1978). Psychometric theory. New York: McGraw-Hill.
  46. Ozsomer A., Altaras S. (2008). Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16, 4: 1.
  47. Papadopoulos N., Heslop L.A. (eds) (1993). Product-Country Images: Impact and Role in International Marketing. Binghampton, NY: International Business Press.
  48. Pappu R., Quester P.G., Cooksey R.W. (2006). Consumer-based brand equity and country-of-origin relationships: Some empirical evidence. European Journal of Marketing, 40, 5/6: 696-717,, 10.1108/03090560610657903DOI: 10.1108/03090560610657903
  49. Parameswaran R., Yaprak A. (1987). A Cross-National Comparison of Consumer Research Measures. Journal of International Busim-s.s’ Studies, 18, Spring: 35-49.
  50. Pastore A., Vernuccio M. (2008). Impresa e comunicazione. Principi e strumenti per il management. Milano: Apogeo.
  51. Penaloza L. (1994). Atravesando fronteras/border crossings: A critical ethnographic exploration of the consumer Acculturation of Mexican Immigrants. Journal of Consumer Research, 21, 1: 32-54,, 10.1086/209381DOI: 10.1086/209381
  52. Pintaldi F. (2003). I dati ecologici nella ricerca sociale. Usi e applicazioni. Roma: Carocci.
  53. Rajeev B., Ramaswamy V., Alden D.L., Steenkamp J.B.E.M., Ramachander S. (2000). Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries. Journal of Consumer Psychology, 9, 2: 83-95,, 10.1207/S15327663JCP0902_3DOI: 10.1207/S15327663JCP0902_3
  54. Rosenbloom A., Haefner J.E. (2009). Country-of-Origin Effects and Global Brand Trust: A First Look. Journal of Global Marketing, 22, 4: 267-278,, 10.1080/08911760903022432DOI: 10.1080/08911760903022432
  55. Roth M.S., Romeo G.B. (1992), Matching product category and country image perceptions: a framework for managing country of origin effects. Journal of International business studies, 13, Winter: 131-141.
  56. Santos J.R.A. (1999). Cronbach’s Alpha: A Tool for Assessing the Reliability of Scales. Journal of Extension, 37, 2.
  57. Schuiling I., Kapferer J.-N. (2004). Real Differences Between Local and International Brands: Strategic Implications for International Marketers. Journal of International Marketing, 12, 4: 97-112,, 10.1509/jimk.12.4.97.53217DOI: 10.1509/jimk.12.4.97.53217
  58. Sharma S., Shimp T.A., Shin J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science, 23, 1: 26-37,, 10.1007/BF02894609DOI: 10.1007/BF02894609
  59. Shimp T., Sharma S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. J. Mark. Res., 24, 3: 280-289,, 10.2307/3151638DOI: 10.2307/3151638
  60. Steenkamp J.B.E.M., de Jong M.G. (2010). A Global Investigation into the Constellation of Consumer Attitudes Towards Global and Local Products. Journal of Marketing, 74, 6: 18-40,, 10.1509/jmkg.74.6.18DOI: 10.1509/jmkg.74.6.18
  61. Steenkamp J-B E.M., Batra R., Alden D.L. (2003). How Perceived Globalness Creates Brand Value. Journal of International Business Studies, 34, 1: 53-65,, 10.1057/palgrave.jibs.8400002DOI: 10.1057/palgrave.jibs.8400002
  62. Strizhakova Y., Coulter R.A., Price L.L. (2008). Branded products as a passport to global citizenship: Perspectives from developed and developing countries. Journal of International Marketing, 16, 4: 57-85,, 10.1509/jimk.16.4.57DOI: 10.1509/jimk.16.4.57
  63. Thakor M.V., Kohli C.S. (1996). Brand origin: conceptualization and review. Journal of Consumer Marketing, 13, 3: 27-42,, 10.1108/07363769610147929DOI: 10.1108/07363769610147929
  64. Tomlinson J. (1999). Globalization and Culture. Chicago: University of Chicago Press.
  65. Usunier J.C. (1994). Social status and country of origin preferences. Journal of marketing management, 10, 8: 765-782. Doi : 10.1080/0267257X.1994.9964320.
  66. Usunier J.C. (2002). Le pays d’origine du bien influence-t-il encore les évaluations des consommateur? Revue Francaise du Marketing, 189/190: 49-65.
  67. Valdani E., Bertoli G. (2006). Mercati internazionali e marketing. Milano: Egea.
  68. Wang J. (2005). Consumer nationalism and corporate reputation management in the global era. Corporate Communications: An International Journal, 10, 3: 223-239,, 10.1108/13563280510614483DOI: 10.1108/13563280510614483
  69. Wedel M., Kamakura W. (2003). Market segmentation. Conceptual and Methodological foundations. Norwell, MA: Kluwer Academic Publishers.
  70. Yoo B., Donthu N., Lee S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 2: 195-211,, 10.1177/0092070300282002DOI: 10.1177/0092070300282002

Alfonso Siano, Agostino Vollero, Maria Palazzo, Felice Addeo, in "MERCATI E COMPETITIVITÀ" 3/2014, pp. 87-112, DOI:10.3280/MC2014-003006

   

FrancoAngeli è membro della Publishers International Linking Association associazione indipendente e no profit per facilitare l'accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche