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Article
Publication date: 18 December 2019

Silvia Grappi, Simona Romani and Richard P. Bagozzi

The purpose of this paper is to investigate the effects of company decisions to reshore manufacturing activities on employee citizenship behaviors (OCBs). The research…

Abstract

Purpose

The purpose of this paper is to investigate the effects of company decisions to reshore manufacturing activities on employee citizenship behaviors (OCBs). The research considers both company motives for the reshoring decision perceived by employees and gratitude felt toward the organization as antecedents to OCBs.

Design/methodology/approach

The authors conducted a survey based on a sample of employees belonging to an Italian manufacturing company that had implemented a reshoring decision.

Findings

The employee attributions of intrinsic motives for reshoring and gratitude are shown to positively affect OCBs. Specifically, intrinsic motives influence both OCBIs and OCBOs through the mediating role of gratitude felt by employees, whereas extrinsic motives do not affect, directly or indirectly through mediation of gratitude, OCBs.

Practical implications

The research illustrates the importance of managing internal communications to employees of company motives for reshoring, which ultimately affect employee gratitude and OCBs.

Originality/value

The research contributes to the knowledge of the effects of reshoring on employees and their relationships with the firms and co-workers and introduces a new area for inquiry.

Details

Personnel Review, vol. 49 no. 6
Type: Research Article
ISSN: 0048-3486

Keywords

Content available
Article
Publication date: 3 May 2019

Silvia Grappi, Lia Zarantonello and Simona Romani

102

Abstract

Details

Journal of Product & Brand Management, vol. 28 no. 5
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 19 August 2019

Silvia Grappi, Lia Zarantonello and Simona Romani

255

Abstract

Details

Journal of Product & Brand Management, vol. 28 no. 5
Type: Research Article
ISSN: 1061-0421

Article
Publication date: 11 July 2016

Simona Romani, Silvia Grappi and Richard P. Bagozzi

Very limited research exists examining envy from the viewpoint of an envied consumer, rather than an envier. This paper aims to address this gap by examining whether and…

Abstract

Purpose

Very limited research exists examining envy from the viewpoint of an envied consumer, rather than an envier. This paper aims to address this gap by examining whether and how the experience of being envied actually affects consumers.

Design/methodology/approach

This paper presents three experiments. Study 1 investigates the ambivalent experience of being envied. Study 2 examines the effect of being envied in consumption contexts on consumer satisfaction, analyzing the combined ambivalent effects of positive and negative feelings. It also investigates the moderating role played by consumer coping responses to enviers (mitigation vs exacerbation). Finally, Study 3 applies the hypothesized model in a specific context (i.e. a material possession context), focusing on adult consumers.

Findings

Results show that negative (e.g. guilt and anxiety) and positive (e.g. sense of well-being and prestige) feelings for being envied depend on the type of relationship between the envier and the envied, and the type of desired object, and consumer satisfaction is driven by the combined ambivalent effects of positive and negative feelings, where coping responses by envied consumers moderate the effects of such feelings on satisfaction.

Originality/value

This paper makes three main contributions: it extends prior research by highlighting the role of personal relationship factors and the type of object of desire in the experience of being envied; demonstrates that both positive and negative feelings of being envied affect consumer satisfaction; and shows conditions regulating the influence of positive and negative feelings on satisfaction, demonstrating that mitigation strategies decrease the effects of negative feelings on satisfaction, whereas exacerbation strategies failed to regulate the effects of positive feelings.

Details

European Journal of Marketing, vol. 50 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 30 July 2021

Lia Zarantonello, Silvia Grappi, Marcello Formisano and Bernd H. Schmitt

This paper aims to advance the design-thinking approach in food from an engineering mind-set toward a positive psychology perspective by investigating how consumer…

Abstract

Purpose

This paper aims to advance the design-thinking approach in food from an engineering mind-set toward a positive psychology perspective by investigating how consumer experiences evoked by food-related activities can facilitate, stimulate and enhance individuals’ happiness and perceptions of life satisfaction.

Design/methodology/approach

A diary field experiment was conducted. Participants from a major European city were asked to reflect on their food-related activities, provide descriptions and answer questions on experiential stimulation derived from these activities in relation to happiness and perceived life satisfaction.

Findings

Food-related activities generally result in positive consumer experiences and psychological well-being. Experiential stimulation resulting from food activities is positively related to perceived life satisfaction directly and indirectly via pleasure and meaning. Although the authors found an overall positive relationship between these constructs, they also found differences based on the experience type considered. A “crescendo model” of experiences that details how experiences lead to happiness and perceived life satisfaction is presented.

Research limitations/implications

This study is largely exploratory. Future research should adopt an experimental approach and further test the relationship between experiential stimulation, happiness and perceived life satisfaction in the context of food.

Practical implications

The paper offers innovation teams in food companies a practical “crescendo model” that can be used to design product–consumer interactions.

Originality/value

The research bridges literatures on design thinking, psychological well-being and consumer experiences. By studying the relationship between experiences, happiness and perceived life satisfaction in the context of food, the findings contribute to research on food well-being by expanding the notion of happiness seen only as pleasure. The research also contributes to work on design thinking by offering an experiential framework that contributes to the notion of consumer empathy.

Details

European Journal of Marketing, vol. 55 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 15 August 2016

Ilaria Baghi, Veronica Gabrielli and Silvia Grappi

Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific…

4165

Abstract

Purpose

Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context.

Design/methodology/approach

The authors conducted two surveys among actual and potential consumers of the original brand. Study 1 demonstrated the mediating role of customer-based brand equity between the consumers’ awareness of brand counterfeits and their advocacy behaviour towards the genuine brand. Study 2 showed the moderating role exerted by consumers’ emotional attachment to the brand in this framework.

Findings

This work showed specific mechanisms underlying consumer responses to counterfeits, revealing a wide framework able to uncover important positive spillover effects on counterfeited brands.

Research limitations/implications

This framework should be tested on additional brands and integrated with further processes and individual variables to extend our knowledge about consumer responses to counterfeits.

Originality/value

This research recognises counterfeiting as a consumer-led process. The results showed the ambivalent nature of counterfeiting, that is, a threat and an opportunity for the counterfeited brand. In fact, actual and potential consumers are prone to protect the genuine brand. The consequent advocacy behaviour is stimulated by the attempts of consumers of fakes to take possession of the brand experience, and these activate actions of self-protection among consumers of the original brand. Interesting managerial implications are drawn.

Details

Journal of Product & Brand Management, vol. 25 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 28 April 2020

Lia Zarantonello, Silvia Grappi, Marcello Formisano and Josko Brakus

The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived…

2066

Abstract

Purpose

The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceived value and brand loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging).

Design/methodology/approach

This paper combines consumer–survey-based data, experts' coding and retail panel data of fast-moving consumer goods (FMCG) brands in 29 countries.

Findings

In developed countries, the relationship between each CBBE component (except for brand associations) with market share is stronger for local than global brands. In emerging countries, the relationship between each CBBE component with market share is stronger for global than local brands.

Research limitations/implications

This paper contributes to better understanding the relationships between CBBE and market share by showing how CBBE components relate to market share for different brand types (global and local) in different country groups (developed and emerging). Limitations arise from constraints related to existing datasets (e.g. limited number of variables and type of product categories considered).

Practical implications

This paper offers insights to managers working in multinational FMCG companies, as it suggests which CBBE components relate more strongly to the global or local brands' market shares in different countries.

Originality/value

This paper analyzes the relationship between CBBE and market share by focusing on different brand types (global versus local) in different country groups (developed versus emerging). It does so by using a company dataset and showing correspondence with conceptualizations and measures of brand equity from the academic literature. It also considers a large set of 29 countries, extending research beyond national boundaries.

Details

International Marketing Review, vol. 37 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 14 November 2016

Lia Zarantonello, Marcello Formisano and Silvia Grappi

The purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and…

5992

Abstract

Purpose

The purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and cross-category context.

Design/methodology/approach

An empirical study was conducted in the USA, Russia and Indonesia to develop and validate a short but comprehensive measure of brand love. A brand attitude measure derived from the company’s tracking studies and behavioural measures derived from panel data were used to examine the different relationship of brand love and brand attitude with brand performance.

Findings

The findings show that consumers in the USA, Russia and Indonesia share a similar concept of brand love. They also show that brand love, compared with brand attitude, is more strongly related to growth in behavioural loyalty, whereas brand attitude, compared with brand love, is more strongly related to the brand size in the present.

Research limitations/implications

The paper combines psychological and behavioural data from different sources. Future research may collect both types of data from the same sample of consumers. Besides, the paper uses brand love and brand attitude data related to loyal consumers and users, respectively. Future research may consider both types of consumers simultaneously.

Practical implications

The paper clarifies why brand love measures should be integrated in a company’s brand measurement system, and their specific contribution compared with brand attitude.

Originality/value

This paper is the first that examines brand love in a cross-national and cross-category context and that shows the relationship of brand love vs brand attitude with actual brand performance using company/industry-derived data.

Details

International Marketing Review, vol. 33 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 20 April 2015

Silvia Grappi, Simona Romani and Richard P Bagozzi

The purpose of this paper is to investigate consumer responses to company communication of offshoring strategies and tries to discover which psychological mechanisms…

Abstract

Purpose

The purpose of this paper is to investigate consumer responses to company communication of offshoring strategies and tries to discover which psychological mechanisms govern these responses. To do these, the authors examine offshoring strategy communication from the point of view of Regulatory Focus Theory.

Design/methodology/approach

The authors tested the hypotheses in two different studies. Study 1 examines the associations between company offshoring motives and consumer’s prevention or promotion inferences about the company’s practices. Study 2 tests if and how the interaction effect between respondents’ self-regulatory focus and the company offshoring motive affects respondents’ attitude toward the offshoring company.

Findings

The study demonstrated that each of three offshoring motives activates unique self-regulatory orientations (promotion or prevention focus) in consumers, and regulatory fit positively affects consumer attitudes toward the offshoring company.

Practical implications

Results suggest how to communicate company offshoring decisions to consumers. By trying to instill a particular regulatory focus in the public with their communication tools, companies can create a better match in the public eye, gaining more positive consumer evaluations.

Originality/value

This research shows the mechanisms through which consumers respond differently to specific offshoring motives communicated by a company. By building on psychology theory, the study gains insights into the consumer reactions to company offshoring and, to the knowledge, no research to date has examined these mechanisms.

Details

Management Decision, vol. 53 no. 3
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 21 March 2016

Lia Zarantonello, Simona Romani, Silvia Grappi and Richard P. Bagozzi

– This study aims to investigate the nature of brand hate, its antecedents and its outcomes.

12004

Abstract

Purpose

This study aims to investigate the nature of brand hate, its antecedents and its outcomes.

Design/methodology/approach

The authors conduct two quantitative studies in Europe. In Study 1, a measure of brand hate is developed and its effects are tested on behavioral outcomes. In Study 2, the authors show how brand hate and its behavioral outcomes change depending on the reasons for brand hate.

Findings

The study conceptualizes brand hate as a constellation of negative emotions which is significantly associated with different negative behavioral outcomes, including complaining, negative WOM, protest and patronage reduction/cessation. Reasons for brand hate related to corporate wrongdoings and violation of expectations are associated with “attack-like” and “approach-like” strategies, whereas reasons related to taste systems are associated with “avoidance-like” strategies.

Research limitations/implications

The study views brand hate as an affective phenomenon occurring at a point in time. Researchers could adopt a wider perspective by looking at the phenomenon of hate as a disposition/sentiment, not merely as an emotion. They could also adopt a longitudinal perspective to understand how brand hate develops over time and relate it to brand love.

Practical implications

The authors’ conceptualization of brand hate offers insights to companies about how to resist and prevent brand hate for one’s own brand.

Originality/value

The study provides a first conceptualization of brand hate and develops a scale for measuring it. The authors relate this conceptualization and measurement of brand hate to important behavioral outcomes and different types of antecedents.

Details

Journal of Product & Brand Management, vol. 25 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

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