Beatrice Luceri

• PhD
• Professor (Full) at University of Parma

The purpose of this study is to investigate multiple store patronage. Specifically, the aim is to relate the number of stores patronized to a set of consumer characteristics and market structure factors, according to a cost–benefit approach. Data from a sample of 1000 shoppers indicate that only few consumer characteristics impact on multi-store pa...

Have the economic crisis, the digital revolution and the growth of mass retailing changed the success factors of small retailing companies? What impact have they had on the characteristics of the profiles of new entrepreneurs in the retail trade? On the basis of the data collected through a qualitative research by a semi-structured interview on a s...

This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles (artistic versus provocative). A between-subjects experimental design (N=369) was conducted. The theoretical model includes ad-, brand- and behaviour-related variables. St...

This study aims to examine the effectiveness of the communication of the region of origin – through either pictorial or pictorial-textual formats – in print advertising messages for wine bearing a GI label. An experimental design was used to manipulate the region of origin presentation in print advertisement (absent vs pictorial vs pictorial-textua...

Online social networks have become one of the most widely used sources of information in the world and also an important part of our daily life. A huge boost to their spreading came with the outbreak of the COVID-19 pandemic. As social distancing and lockdown orders due to COVID-19 health emergency grew more pervasive, individuals began to spend mo...

The aim of the study is to enhance the existing body of knowledge regarding consumer acceptance and interest in insect-based foods. Insect farming represents a sustainable and nutritionally valuable alternative to traditional livestock farming, which has a detrimental impact on the Earth’s natural resources and contributes significantly to greenhou...

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Purpose of the paper: This study investigates cross-buying in retailing, with the aim to identify consumers’ purchase predictors of non-traditional product/service categories (NTPS) offered with the grocery retailer’s brand. Methodology: A structured questionnaire was administered to a sample of 598 retail customers. Data were processed through a...

Purpose The research carried out a bibliometric analysis of the literature on environmental sustainability from a demand perspective by analyzing the scientific contributions published in the last twenty years. Design/methodology/approach A bibliometric analysis was carried out to outline the scientific studies development, identifying the most di...

The topic of sustainability is getting increasing importance around the globe since the 1987 Brundtland Report, by the World Commission on Environment and Development, introduced the concept of sustainable development. The need for organizations to answer the call to sustainability has prompted academics to take up the topic to support them, provid...

E-commerce has significantly reshaped consumers’ shopping processes and habits. The need to understand the key drivers of online shopping has received keen attention and fueled a rich strand of studies. To help managers and researchers synthesize this growing body of evidence, we conducted a comprehensive meta-analysis to unearth the factors that i...

The penetration of mobile devices has reshaped consumers’ shopping journeys, drawing the attention of both scholars and practitioners. Over the last two decades, a rich strand of empirical studies across disciplines has been conducted on the factors underlying mobile shopping behavior. We provide and test a comprehensive framework for both the key...

The study described in this chapter aimed to enhance knowledge on the influence of electronic word of mouth (eWOM) on consumers’ decision-making processes. eWOM emerged as a key driver in consumers’ decision-making processes given its greater impact on purchasing decisions compared to other communication channels. Specifically, the study focused on...

Purpose of the paper: The paper aims to enrich the knowledge on the role of packaging material in influencing the product buying process. Methodology: A between-subjects experimental design was conducted in order to investigate if the product quality judgment and the purchase intention towards the product differ among different packaging materials....

Purpose The study develops a decision support system for the spatial distribution of store flyers, identifying a number of factors related to the demand and the competition influencing the complexities of their allocation to the target population. Design/methodology/approach The model was developed incorporating the insights found in existing mark...

Packaging is the last marketing communication tool a company can use before the purchase decision is made. It creates positive or negative brand associations and informs consumers about the product category, personality, and quality. This chapter explains the role of packaging material in influencing the product evaluation process. Specifically, a...

Purpose The palm oil debate has become highly polarised in recent years and is of crucial importance for multinationals and their policies. The purpose of this paper is to investigate the consumers’ response towards product packs communicating this food ingredient in different ways: through “palm oil free” and “with sustainable palm oil” claims or...

The study aims to investigate a) the ability of nutritional labels in pictorial and textual form to guide consumption choices applying the dual-coding theory; b) the effectiveness of a new type of pictorial label (i.e. the body label) that appeals to the self-congruence theory and to positive emotional response. The research hypotheses were tested...

Purpose Concerns related to the ethical issues are evident in the increasingly socially conscious marketplace. The purpose of this paper is to investigate the importance of fair-trade communication activities in the buying decision-making process of chocolate. The role of emotional empathy in influencing the willingness to pay and the purchase inte...

Concerns related to the expanding industrial use of palm oil are evident in the marketplace. This paper investigated the consumers’ response toward product packs showing different palm oil-related claims: “palm oil free”, “with sustainable palm oil” and “no claim”. A mail survey with a sample of 191 Italian people was conducted. A between subjects...

Purpose The purpose of this paper is to investigate the influence of different spatial representations (foreground and background) of a product image on the package on the consumer (a) emotional state and (b) intention to buy the product, drawing upon the Construal Level Theory (CLT). Design/methodology/approach Two between-subjects experimental...

Concerns related to the ethical issues are evident in the increasingly socially conscious marketplace. This paper investigated the importance of fair-trade communication activities in the buying decision-making process. The role of empathy in influencing the willingness to pay (WTP) and the purchase intention (PI) was also explored. A mail survey w...

The purpose of the study was to examine the effectiveness of the communication of the region of origin in print advertising messages for wine bearing a GI label. An experimental design was used to manipulate the region of origin presentation in print advertisement (absent vs pictorial vs pictorial-textual) while measuring participant’s attitude tow...

Objective: The aim of this study was to fill the lack of knowledge regarding a more grounded exploration of the consumer's decision-making process in the context of generic drugs. In this perspective, a model, within the theoretical framework of the Theory of Planned Behaviour (TPB), for studying the consumers' purchase intention of generic drugs...

Purpose The purpose of this paper is to investigate the effectiveness of highlighting the geographical area in question – through either pictorial or pictorial-textual formats – in print-advertising messages for European Union geographical indication (GI) quality-labelled products. Design/methodology/approach A 2×3 between subjects factorial desig...

The paper aims to design and validate an extended model of the Theory of Planned Behaviour to understand the determinants that may encourage consumer acceptance of generic drugs. In particular, perceived risk for generic drugs and suffering from chronic diseases are considered as relevant predictors of the intention to buy. The relationships hypoth...

Purpose – The study investigates the cross-format shopping behaviour in the apparel sector. The purpose of this paper is to relate the number of store formats patronized to a set of consumer characteristics under a unifying theoretical framework emphasising cost-benefit analysis. Design/methodology/approach – The research involved questionnaire te...

The paper investigates the contribution of a specific type of PLs, namely Premium Private Labels (PPLs), to store loyalty, intended in a conative perspective. This is done by also considering the main antecedent of store loyalty, that is customer satisfaction, and commitment with the store. The research consisted in a survey conducted by administer...

This paper investigates Italian gamblers’ behaviour with particular reference to the intensity of participation and economic involvement. Despite the high incidence of gambling among the Italian population, studies aimed at investigating gambling behaviour are lacking. Therefore, the objective of the paper is to identify the main factors that promo...

To understand gamblers' behaviour, scholars have focused on the motivations that promote and maintain such behaviour. However, measures for addressing this construct that are valid for every form of game, place of consumption and type of gambler, are lacking. This study aimed to fill this gap. Combining qualitative and quantitative techniques, a ne...

The study aims at investigating recreational gamblers' behaviour focusing on their attitudes, motivations and beliefs. The approach to gambling and the way in which people develop a gambling behaviour are influenced by social and cultural factors. Therefore, three focus groups were conducted with eighteen gamblers who lived in a specific sociocultu...

The cross-shopper: Multi-format patronage patterns in the grocery sector - The purpose of this study is to investigate cross-shopping behaviour between store formats for grocery purchases. Specifically, the aim is to relate the number of formats patronized to a set of consumer characteristics, according to a cost-benefit approach. Data from a sampl...

Purpose – The study aims to investigate the impact of store flyer characteristics on store performance for different formats (hypermarket and supermarket) and customer segments (additional and regular shoppers). Specifically, the paper tests propositions on how flyer duration, variety of featured purchasing options, the category and brand mix on fe...

The paper investigates gamblers’ behavior with particular reference to the intensity of participation and economic involvement. A survey with a sample of gamblers was conducted. Regression analysis showed that the socio-demographic characteristics (gender, income and level of education) significantly affect the gambling involvement. Also the use of...

Obiettivo del paper: L’articolo indaga il ruolo che la fedeltà alla marca commerciale, la sensibilità al prezzo e quella alla promozione svolgono nel predire l’acquisto di un’offerta innovativa nel retail grocery, ovvero: i prodotti e servizi extra-core a marca insegna (PSEx). Metodologia: Ai dati ottenuti tramite un’indagine campionaria in-store s...

Given that only a small share of products survives one year after market entry, this study aims to identify a protocol to estimate the probability of a successful product lunch. Marketing mistakes and the waste of resources are a natural consequence of the inability to understand ex ante what consumers want, just by asking them. Purchasers often do...

Quella della stampa quotidiana e periodica è stata definita una lenta agonia. Alcuni ne hanno anche previsto la data di estinzione: il 2027, in Italia. Ma, si sa, «prediction is very difficult, especially about the future». Il volume fa il punto sul settore, analizzando la situazione in cui versano le tre principali componenti della filiera: editor...

Il libro che ho il piacere di presentare rappresenta un indispensabile manuale per gli studenti di Economia che desiderano comprendere sulla base di quali elementi le imprese prendono le loro decisioni di marketing. Analogamente, il testo rappresenta un punto di riferimento imprescindibile per le piccole e medie imprese che, non avendo la dimension...

La logistica soffre di una visione stereotipata che la confina nell’ambito delle materie “tecniche”. Le competenze necessarie per gestirla rimandano alla ricerca operativa, all’impiantistica industriale, alla gestione del trasporto: in altre parole, all’ingegneria gestionale. Per un reale progresso è necessario passare a un’ottica sistemica, interd...

The present study aims to analyze the neural mechanisms involved in private label choice by means of fMRI. The purpose is to answer the following main question: is the mental process that leads to the choice of the private label similar to that developed for the industrial brand? The experiment in the otc drugs category showed that the private labe...

This study investigates the level of consumers' subjective price knowledge and the factors that influence it the most. The first objective is to verify the hypothesis that consumers generally do not know product prices. The second is to check whether their knowledge of store-level prices is equally modest. Finally, it was deemed interesting – in li...

The paper analyses the factory outlet centre format from a consumer-based perspective. On the one hand, given the first maturity of the format, the paper investigates the differentiation of customers’ motivations and buying behaviour, in front of different centres’ positioning and offer profile. On the other hand, in the present context of economic...

- The author aims to understand its role in channel and retail choice, consumers interest for diversification into products categories handled by specialist shops, the factors influencing a clear reading of the assortment, the relationship between brand and store loyalty. The objectives are attained through a survey involving loyal customers of a r...

The paper explain the use of customer panels by retailers for primary data systematic collection in order to support the marketing decision process. The aim is to analyze corporate, point of sale and category panels contribution to the generation of knowledge elements related to the competitive assessment, the service quality, the communication and...

The paper explain the causal research results carried out to check in store communication efficacy, during the shopping trip and as regards assortment. Self scanner is the communication medium employed. Cognitive aims have been achieved using the same communication plan for all the trial point of sale customers and sending the promotional message o...

Marketing of local certification marks. The experience of typical products in Lombardia - The paper analyzes the policies promoted by local authorities to foster agrifood products through collective mark indications. Their efficiency and potentials have been evaluated by conducting a consumer survey in Lombardia. The choice of this region was mainl...