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Open Access
Article
Publication date: 31 December 2020

Barbara Francioni, Ilaria Curina, Sabrina M. Hegner and Marco Cioppi

This paper aims to empirically test the influence of brand characteristics on brand addiction, as well as the consumers’ behaviors caused by this construct.

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Abstract

Purpose

This paper aims to empirically test the influence of brand characteristics on brand addiction, as well as the consumers’ behaviors caused by this construct.

Design/methodology/approach

The paper adopts a Web-based self-completion survey by achieving a total of 529 completed surveys. Then, structural equation modeling has been employed by using SPSS AMOS.

Findings

Results highlighted how the brand characteristics of self-expressiveness, innovativeness and authenticity have a positive influence on brand addiction; brand addiction leads consumers to feel emotions of irritability and to adopt obsessive and compulsive behaviors toward the brand.

Research limitations/implications

Even if the choice of using a survey’s sample composed of students attending an Italian University ensures good internal validity of research (owing to the homogeneous character), the results are not generalizable (except for this population group).

Practical implications

The study identified two different spheres of brand addiction (one connected to the brand’s characteristics and the other to the consumers’ psychological-behavioral outcomes), along with possible strategies firms could adopt to strengthen the possibilities to transform their customers into addicted ones and to avoid/reduce the negative consequences deriving from brand addiction.

Originality/value

The paper provides a response to the call for more studies into the brand addiction analysis by empirically testing possible antecedents and outcomes, thus enriching the existing quantitative research focused on this concept.

Details

Journal of Consumer Marketing, vol. 38 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 30 June 2022

Barbara Francioni, Ilaria Curina, Sabrina M. Hegner and Marco Cioppi

The COVID-19 has brought with it valuable opportunities for the retail sector. Notably, online channels have assumed a key role for businesses that can rely less on…

Abstract

Purpose

The COVID-19 has brought with it valuable opportunities for the retail sector. Notably, online channels have assumed a key role for businesses that can rely less on physical channels due to the pandemic's restrictions. Within this context, the study aims to identify the main antecedents leading to the formation of the male and female customers' continuance intention of using online food delivery services (OFDS) in the restaurant industry.

Design/methodology/approach

A web-based self-completion survey and a subsequent structural equation modelling have been employed on a sample of 360 participants.

Findings

Findings reveal that perceived healthiness, quarantine procedures, perceived hygiene, perceived ease of app use and attitude significantly influence continuance intention. Moreover, the moderator analysis corroborates that male consumers' continuance intention is mainly influenced by perceived healthiness, quarantine procedures and perceived hygiene. Conversely, female customers' continuance intention is predicated on perceived healthiness and attitude.

Research limitations/implications

Although the adoption of a sample of young customers (18–29 years) guarantees good research internal validity, findings are not generalizable.

Practical implications

The study provides valuable contributions for restaurants related to the (1) creation/management of their own OFDS platforms; (2) selection of the right third-party platforms.

Originality/value

The paper is one of the first studies examining the predictors impacting on customers' OFDS continuance intention in the COVID-19 context by also focusing on gender differences.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 20 November 2017

Elisabetta Savelli, Marco Cioppi and Federica Tombari

The purpose of this paper is to analyse whether and how the website atmosphere (WA) of a shopping centre affects the behavioural loyalty of customers towards physical…

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Abstract

Purpose

The purpose of this paper is to analyse whether and how the website atmosphere (WA) of a shopping centre affects the behavioural loyalty of customers towards physical shopping centres. A mediating variable – individual shopper motivation – is considered in assessing this relationship.

Design/methodology/approach

The research hypotheses were tested using a partial least squares – path modelling approach to structural equation modelling on a sample population of 438 individuals.

Findings

Online atmospherics, particularly concerning the social/relational attributes of the WA, positively affect the behavioural loyalty of customers towards physical shopping centres. Moreover, recreational motivations strengthen this relationship more than functional motivations do.

Research limitations/implications

The sample investigated is limited with regard to diversity, age and gender. Future research can use a more representative sample to improve the findings’ relevance and generalisation. Also the development of a scale of measures for the shopping centre customers’ motivations is worthy of interest in future studies.

Practical implications

Recognising the importance of web atmospherics’ significant impact on customer loyalty should encourage shopping centre managers to develop effective website and online communication programmes.

Originality/value

Extant studies have paid little attention to the relationship between WA and customer loyalty to the physical shopping centre. This study investigates this relationship, combining the online and offline perspective into an overall research approach. Moreover, it contributes to the research on website management in the shopping centre context by providing a comprehensive analysis of WA, whereas previous studies have mainly focussed on one or a few atmospherics.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 30 September 2019

Marco Cioppi, Ilaria Curina, Fabio Forlani and Tonino Pencarelli

The purpose of this 22-year paper is to synthetize business and management literature in the context of online presence, online visibility and online reputation concepts…

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Abstract

Purpose

The purpose of this 22-year paper is to synthetize business and management literature in the context of online presence, online visibility and online reputation concepts. In particular, this paper aims to generalize the analysis by investigating the level of interest of the Internet, digital and interactive marketing-focused literature, as well as the more general business and management one towards these topics.

Design/methodology/approach

To identify the existence or otherwise of an online presence, visibility and reputation definition, as well as an index for measuring them, a systematic review and a content analysis process were performed on 199 articles categorized over 1997-2018.

Findings

The findings highlight the absence of clear and shared online presence, visibility and reputation definitions; the absence of unanimously accepted indexes for measuring them; and the identification of a sequence relationship between the three investigated constructs.

Research limitations/implications

The paper underlines the need for both theoretical and empirical contributions to reduce the complexity characterizing the business and management literature focused on these topics.

Originality/value

The current study brings out interesting directions for future research studies by systematizing all the articles devoted to the online presence, visibility and reputation concepts from a business and management perspective.

Article
Publication date: 11 July 2022

Barbara Francioni, Ilaria Curina, Sabrina M. Hegner, Marco Cioppi and Tonino Pencarelli

The paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand…

Abstract

Purpose

The paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand awareness/associations; perceived quality; brand loyalty) in the brewing sector.

Design/methodology/approach

A quantitative research has been conducted by adopting the survey technique and structural equation modeling based on a sample of 401 Italian beer consumers.

Findings

Results corroborate a positive effect of (1) COO image and brand distinctiveness on brand awareness/associations, perceived quality and brand loyalty; (2) WOM on perceived quality and brand loyalty; (3) brand awareness/associations and brand loyalty on OBE. Findings also verify the mediating effects of the OBE dimensions on the relationships between the analyzed antecedents (COO image, WOM and brand distinctiveness) and OBE.

Research limitations/implications

Although the selection of a sample composed of Italian students guarantees good research internal validity, findings are not generalizable.

Practical implications

The study offers valuable strategies for brewing firms to reach high levels of brand equity. In particular, it identifies the key role of COO image, WOM, brand distinctiveness and OBE dimensions in realizing careful brand management processes.

Originality/value

The paper focuses on analyzing the influence of COO image on brand equity in the brewing industry, thus enriching an area of investigation that requires further insights within an under-investigated sector.

Article
Publication date: 5 June 2017

Roberta Bocconcelli, Marco Cioppi and Alessandro Pagano

The purpose of this paper is to explore the impact of social media (SM) adoption in upgrading and innovating selling processes by small- and medium-sized enterprises…

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Abstract

Purpose

The purpose of this paper is to explore the impact of social media (SM) adoption in upgrading and innovating selling processes by small- and medium-sized enterprises (SMEs) facing complex and rapidly changing market scenarios.

Design/methodology/approach

To achieve this goal, the paper undertakes an exploratory case study of Gamma, a mechanical company, by actively using SM to start and open a new market. The case-study is analyzed through the industrial marketing and purchasing (IMP) approach, which emphasizes the role of interaction and the interdependencies of resources.

Findings

The adoption of SM resources helped Gamma to tap into new markets and thus survive and face the downturn of its original market. SM displayed its effects in combination with other resources: a simple and not expensive machinery, capable human resources, effective production and logistical resources. SM represented a strategic resource to implement an effective business networking effort.

Originality/value

This paper provides novel empirical evidence and conceptual development over the role of SM as a resource in SMEs’ sales processes, using the IMP perspective on combination and development of resources.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 16 November 2015

Barbara Francioni, Fabio Musso and Marco Cioppi

The purpose of this paper is to explore how characteristics of decision-makers influence internationalization strategies within small and medium-sized enterprises (SMEs)…

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Abstract

Purpose

The purpose of this paper is to explore how characteristics of decision-makers influence internationalization strategies within small and medium-sized enterprises (SMEs), with a particular focus on the strategic decision-making process (SDMP).

Design/methodology/approach

This work is based on a sample of 165 decision-makers of SMEs, using hierarchical multiple regression to examine the relationship between the dimensions studied.

Findings

The results of a regression analysis suggest that decision-makers tend to follow a more rational SDMP depending on their education level and risk attitude, and the firm’s past international performance. At the same time, the political behaviour of the decision-maker emerges as a character associated with their risk attitude and need for achievement, and it is negatively influenced by age.

Originality/value

This research contributes to the growing literature on SMEs, combining the field of analysis of SDMP with that of international strategy. Moreover, unlike previous studies, which have focused on the top management team, managers, CEOs, or entrepreneurs, this study analyses the characteristics and behaviour of decision-makers.

Article
Publication date: 6 March 2020

Conor Drummond, Thomas O'Toole and Helen McGrath

Digitalisation has increased the importance of online forms of marketing, including social media (SM) marketing, for entrepreneurial firms. This paper aims to identify…

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Abstract

Purpose

Digitalisation has increased the importance of online forms of marketing, including social media (SM) marketing, for entrepreneurial firms. This paper aims to identify digital engagement strategies and tactics in developing SM marketing capability.

Design/methodology/approach

The study uses ethnographic content analysis of an entrepreneurial firm and a network of business-to-business (B2B) actors to classify 1,248 B2B Facebook posts and Twitter tweets from a case of an artisan food producer in addition to semi-structured interviews with 26 networked actors.

Findings

The authors derive a range of digital engagement strategies (8 in total) and tactics (15 in total) for the four defining layers of SM marketing capability, namely, connect, engage, co-ordinate and collaborate.

Research limitations/implications

This research focuses on a case study and a network of B2B actors within the artisan food sector. However, the strategies and tactics are applicable to other entrepreneurial firms and contexts.

Practical implications

The digital engagement strategies and tactics are of direct practical benefit to entrepreneurial firms willing to learn and develop SM marketing capability in interaction with their B2B partners.

Originality/value

This study investigates three under-researched areas, SM as it relates to B2B relationships, and entrepreneurship, and marketing capability gaps in an era of rapid digitalisation. The definition of SM marketing capability and associated digital engagement strategies and tactics are new to the extant literature moving forward the understanding of SM B2B marketing in theory and practice.

Article
Publication date: 9 May 2022

Jamil Razmak, Joseph William Pitzel, Charles Belanger and Wejdan Farhan

Determining the skills required for salespersons to maximize their effectiveness was the main driver for conducting the present study. In order to identify those necessary…

Abstract

Purpose

Determining the skills required for salespersons to maximize their effectiveness was the main driver for conducting the present study. In order to identify those necessary skills, this study aims to review various research techniques drawn from multiple disciplines and applied that knowledge to salespersons.

Design/methodology/approach

This study used a mixed-method methodology. This study began by conducting a literature review and then interviewed experienced salespersons with varied backgrounds to develop a comprehensive list of sales skills and themes and categorize them into competency categories. This study then conducted a quantitative analysis to determine the respective importance of the skills and themes by surveying a sample of internal stakeholders of a multinational company. Finally, this study calculated the reliability and validity of the themes.

Findings

A total of 206 relevant skills (later reduced to 110) and 28 themes were identified and grouped into three competency categories: conceptual, human/interpersonal and technical. Survey respondents rated the skills and themes higher than the “somewhat important” score of 3 out of 5, with the overall mean importance for skills being in the “important” range (score of 4.27 out of 5). All identified skills were believed to be important to a salesperson’s success.

Originality/value

This study’s expanded list of sales skills will improve employability, reduce turnover among employees and build better groundwork for fostering learning through work, resulting in better performance. These skills represent a 2020 updated list that could be used for future academic research and training and research in the business world.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 4 March 2022

Piyush Ranjan and Jogendra Kumar Nayak

The purpose of this study is to highlight the need for developing pricing capability (PC) for business-to-business firms to effectively manage and execute the pricing…

Abstract

Purpose

The purpose of this study is to highlight the need for developing pricing capability (PC) for business-to-business firms to effectively manage and execute the pricing activities in the organization and succeed in a competitive market. Using the firms’ resource-based view, organizational learning theory and organizational capabilities literature, this study develops a conceptual framework in which market-focused learning and firm innovativeness are potential antecedents of PC and pricing value and business performance (BP) are consequences.

Design/methodology/approach

The authors conducted an online e-mail-based survey to collect primary cross-sectional data from the 127 Indian small and medium-sized enterprises (SMEs). The partial least squares structural equation modeling technique was used to empirically validate a conceptual framework as well as the research hypotheses.

Findings

The findings indicate that market-focused learning and firm innovativeness have a substantial influence on PC, which in turn positively affects both pricing value and BP. Moreover, pricing value demonstrates a partial mediating effect on the link between PC and BP.

Research limitations/implications

This research has certain limitations, namely, using cross-sectional data and limited sample size. More empirical research on the antecedents of PC is required.

Practical implications

The empirical findings enlighten the SMEs on the significance of developing specialized PC in delivering superior pricing value to customers and achieving greater BP.

Originality/value

The existing literature lacks empirical data on the development and antecedents of PC, particularly in the SME context. The current study empirically examines the impact of market-focused learning and firm innovativeness on PC.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

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