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 2014/3
Lingua Italiano Numero pagine 26 P. 87-112 Dimensione file 139 KB
DOI 10.3280/MC2014-003006
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

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.

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Alfonso Siano, Agostino Vollero, Maria Palazzo, Felice Addeo, L’atteggiamento dei consumatori nei confronti dei global brand: uno studio esplorativo in tre paesi europei in "MERCATI E COMPETITIVITÀ" 3/2014, pp 87-112, DOI: 10.3280/MC2014-003006