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This paper aims to understand how festival brand personality is built and managed in the social media environment by explaining the intended (by the organizers) festival brand personality and how this concept is communicated and perceived by social media users.

A multi-method research design was used. Initially, a qualitative analysis based on the free-listing psychological meaning approach was adopted. Then, a content analysis of 23,717 Facebook posts and tweets was performed through NVivo11. Finally, the resulting data were examined through a non-parametric statistical analysis.

The results show an “internal brand personality gap” (between the intended and communicated brand personality) and an “external brand personality gap” (between the communicated and perceived brand personality). The findings also highlight the existence of an “ultimate brand personality on social media,” which represents a collective and dynamic construct that is co-created by the organization and its customers through interaction and the key role of the customers’ experiences.

The findings contribute to a theory of event brand personality and its management on social media by showing a case with multiple identities.

Implications for the organizers of festivals and non-sport events are discussed to reduce internal and external gaps and better understand the “fit/unfit problem” when dealing with brand personality on social media.

This paper contributes to a research area that is in its infancy because it is one of the first attempts to analyze festival brand personality and its relationship with social media.

The purpose of this paper is to identify the communication patterns adopted by special organisations, called Producers’ Consortia, to promote Protected Designation of Origin (PDO) products. In particular, the paper analyses the key differences among the communication patterns in terms of the task assigned to communication, the communication tools employed to convey key messages to customers and the amount of the budget allocated to the mix of communication.

The authors analysed the communication activities conducted by all the Italian Consortia (112 in total) over a period of four years. A centred log-ratio transformation (clr) was applied to make the compositional data treatable in the Euclidean space. A clustering procedure was then followed to identify the different communication patterns adopted by the Consortia. The authors adopted an analytical framework where different communication patterns of Consortia are identified by the mostly used types (traditional advertising, public relations and digital communication) and the corresponding aimed consumer response (i.e. awareness, attitude and engagement).

This paper identifies four relevant and different communication patterns that co-exist in the Italian PDO market. Each pattern responds to a different logic and focusses on a specific task assigned to communication: to increase the awareness of the PDO label, to improve the attitude towards the PDO products and to enhance the engagement with the PDO’s values.

PDO products are key assets of a growing relevance for the European agri-food industry and consumer education is at the very core of the PDO labelling system. By law, the Consortia are in charge of the crucial task of communicating to customers. This research suggests that the communication of PDO is a complex activity that requires a careful choice of the right communication mix. Different patterns are driven by specific logic and are suitable for Consortia with different characteristics. Future research could complete the results of this study using a qualitative analysis of the content of communication activities. Caution should be used when generalising these findings to markets that present relevant differences in consumer food culture.

This research identifies some possible communication mixes that managers of the Consortia can adopt to promote PDO products and some options that can guide the development of their communication activities over time.

This work adds value to the literature on food marketing, and more specifically on food communication, by analysing the yet underexplored issue of how PDO products can be promoted in the “post-modern” food consumption era.

This paper analyses the impact of digitalization in the marketing of geographic indication (GI) products. Specifically, the objective is to provide a systemic and comprehensive view of marketing issues and challenges arising from evolving digitalization in the agriculture sector.

The authors employed an explorative cognitive mapping technique on a sample of key informants among Italian companies and a consortium of registered food, spirits and wine products.

This study describes the key concepts dominant in the discourse of informants concerning digitalization and its influence on the GI market. Three clusters and two loops were also identified to explain the relationship among key concepts, which stress changes regarding the relationship with the consumer, product experience and innovation, and the integration between physical and virtual space.

This is the first attempt to apply cognitive maps to GIs. However, the study does have limitations: it was conducted on a small number of producers and was restricted to only Italy. Another limitation is that interviews were conducted during the COVID-19 pandemic.

The results suggest important practical implications that stress the need for learning and increased digital competences for the efficient embedding of digital technologies in all business areas, increase product value and innovation, and the need for governance in support of digital transformation.

This work creates the new and valuable literature on food marketing and, specifically, on a changing market environment resulting from digitalization, by providing a holistic overview of digitalization in reference to the marketing of GIs.

The purpose of this paper is to enrich the knowledge about blockchain (BC) technology implementation in the agri-food industry by providing an interpretive framework of the key marketing opportunities and challenges, related to the adoption of BC for Geographical Indication (GI) products.

The study adopts an explorative qualitative research design through the cognitive mapping technique applied to the cognition of different market players involved in agri-food BC projects: farmers, distributors, companies and consultancies.

This study presents a comprehensive examination of the marketing impacts of BC across various marketing objectives, including product enhancement, brand positioning, consumer relationships, market access and supply chain relationships. It highlights the capability of BC to facilitate data-enabled ecosystems within the agri-food sector, involving supply chain actors and control agencies. Additionally, the study sheds light on the challenges (technological, collaborative, political, financial and organizational) associated with the implementation of BC in the marketing of agri-food products.

This work provides a comprehensive examination of the relevance of BC in the marketing activities of firms, particularly in the context of quality food products. It highlights the main areas of impact and effects and emphasizes the complexity of the phenomenon, which extends beyond its technical issues. Furthermore, it offers a systematic exploration of the challenges associated with the adoption of BC in marketing activities, thus contributing to a broader understanding of the implications of BC adoption in companies' marketing strategies.

The practical implications for this work addresses both GI companies and policy makers. Implications for companies relate to the market benefits associated with the implementation of BC, which allow further strengthening of market positioning, relationships of trust within the supply chain and integration between physical and digital market channels. The study also systematizes the challenges underlying the implementation of BC projects. The implications for policy makers regard the role they have to play in BC projects at regulatory, financial and policy levels.

Studies focusing on BC applications in marketing are still limited and characterized by a very narrow perspective (especially in the food industry). This study contributes to the conceptual design of the marketing applications of BC in the agri-food sector. The value of the study also lies in having framed the marketing impacts of BC in a holistic perspective, along with the technological and non-technological challenges that are related to the integration of BC in marketing strategy and operations.

The development and spread of protected denominations for typical products has been one of the most interesting phenomena recorded over the last ten years, in terms of both extent (there are more than 500 protected denominations in Europe, 20 per cent for Italian products) and the implications for the marketing of food products. The role played by these meta‐brands is rather a complex one, as a number of different factors come into play, such as the commodity itself, the size and type of the company using the brand, the end consumers who actually buy the product, and so on. These assumptions are confirmed by the existence of a number of studies focusing on particular commodities and/or countries. While furnishing a few general considerations, which are common to several contexts, this work aims mainly at analysing the role of protected denominations for typical products both as marketing instruments and as a springboard for competition for small local producers. In particular, the study will concentrate on the dairy industry and “made‐in‐Campania” buffalo's milk mozzarella cheese, an Italian product benefiting from the protected designation of origin (PDO) brand Mozzarella di Bufala Campana.

To improve the performance both in terms of patient safety and quality of treatments, this research studies one of the most delicate processes of health organizations, that is to say, the clinical risk management in maternal and child pathway. This paper aims to analyze the accidents that occurred in a complex health facility through the standard mapping of this pathway included in the CartoRisk, i.e. a risk assessment tool for the a priori analysis.

The research uses the case study methodology, as it explores a complex process in which a lot of variables and actors are involved. It analyzes the accidents occurred in the largest health facility at national and European level.

After a presentation of the regulatory framework and the studied health organization, the research analyzes the accidents occurred in maternal and child pathway from 2014 to 2018. It showed the main risks according to the standard mapping of the maternal and child pathway. Furthermore, it identified 11 new risks mainly associated with physiologic birth and Caesarean birth.

This study presents the regulatory framework, the health facility and the accidents of a health organization. Moreover, besides the accident analysis, the research integrates further risks into the standard mapping adopted to carry out this study and proposes a risk management approach. Therefore, the value of the research for operators will consist of the integration of the standard mapping used for a priori analysis to be reused in the hospitals where they work, while for researchers it will represent a deep knowledge of a real case.

The purpose of this paper is to systematically examine and organize the literature that has explored the effects of several environmental conditions (ECs) on mergers and acquisitions (M&As), in particular highlighting the increasing role of protectionism.

The systematic literature review methodology was applied for the purpose of identifying, analyzing and interrelating specific ECs that affect M&As, thereby underlining and elucidating the requisite role of protectionism. Specifically, this research is based on 51 methodically selected peer-reviewed articles published from 1991 to 2020.

The research summarizes and assesses the current state of relevant literature through comprehensive and coherent descriptive and thematic analysis. The proposed conceptual framework allows us to recognize the connections between M&As and external conditions, highlighting varying degrees of study and in-depth analysis across the different areas under consideration.

This study contributes to original and significant knowledge, by developing a conceptual framework that descriptively classifies existing knowledge; by defining refining and explicating the theoretical foundations for scholars to build on; by identifying the research gaps and proposing effective avenues for impactful further research; and by presenting practitioners and policymakers with a practical guide to implementation.