Gianluigi Guido

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• Ph.D., University of Cambridge (UK)
• Professor (Full) at University of Salento

This investigation focuses on applying an innovative strategic planning model for place marketing to implement a sustainable development process for touristic territories. The purpose of this study is to propose a strategic place marketing approach for the sustainable development of four Local Territorial Systems (LTSs) located in the Province of L...

Over the past decade, demand for medical services has increased, with implications for levels of care. Healthcare organizations have sought to improve their response to the users’ needs and questions making use of chatbots that leverage artificial intelligence (AI), paying little attention to building an empathic relationship that can emotionally m...

Nell'attuale panorama di incertezza e rapidi cambiamenti sociali e tecnologici, i consumatori cercheranno sempre più soluzioni immediate ai loro bisogni e desideri prioritari. Le imprese, pertanto, prima ancora di vendere prodotti e servizi, saranno chiamate a concedere «favori» mirati a soddisfare le esigenze vitali dei consumatori, in cambio dell...

Secondo la prevalente definizione accademica, l'obiettivo dichiarato del marketing è la "creazione di valore" per l'impresa e i consumatori (Gundlach e Wilkie, 2009), "valore" inteso come qualcosa di oggettivamente positivo per entrambi. Si potrebbe tuttavia argomentare che il fine ultimo delle imprese risieda nella vendita di prodotti e quello dei...

Leadership in a Godfather firm involves convincing, punishing, and rewarding consumers to maintain loyalty. Persuading new customers to join the organization is achieved through a ritualistic affiliation process that reinforces a member’s privileged status within the firm. To maintain order and discipline, non-violent punishments (such as revoking...

In the near future, firms will no longer just trade in products or services. Instead, their main activity will be granting favors by solving primary consumers’ problems. Large multinationals, as well as small and medium enterprises, will operate to address existential problems, primarily related to self-actualization. Firms will aim to become trust...

The Godfather firm’s support to its customers sharply contrasts with traditional market exchanges, as its involvement is considered perpetual and unique rather than regarding a mere transaction. The firm’s ability to judge and ensure the seriousness of a potential customer in sharing and respecting a common “code of honor” determines if and how fav...

The origins and meaning of the “mafia” in a managerial context are examined, emphasizing its role as an association advocating mutual aid, brotherhood, and meritocracy, rather than a criminal enterprise. All types of trafficking and felonies are absolutely excluded from this discussion. This romanticized notion sharply contrasts with the violence t...

A Godfather firm’s network can develop into a “clan”, serving a narrow minority, or into a “club”, benefiting a broader community. Both forms are acceptable as long as they do not degenerate. A Godfather firm can function as a “clan” by creating a close network of loyal customers who benefit from mutual favors. However, their attachment should not...

A Godfather firm’s organization mirrors the hierarchy of the Sicilian “Cosa Nostra” to ensure goal achievement. The core unit is the family (“famiglia”), built on absolute bonds. Its hierarchy is led by the family head, who approves affiliations and decides on favors. Underbosses manage operations and help evaluate favor requests. Caporegimes act a...

Unlike traditional businesses, the Godfather firm doesn’t operate on transactions of goods alone; instead, it demands reciprocal favors, emphasizing respect and engagement. Customer participation is crucial in Godfather Marketing. Primary methods of payment include committed partnerships, where customers return favors in exchange; purchasing the Go...

The Godfather Marketing approach diverges from traditional sales methods by prioritizing the fulfillment of customers’ highest needs and desires, making offers they cannot refuse. Such offers involve granting personalized favors that address individuals’ most pressing problems, thus creating a strong bond with the customer. Unlike traditional trans...

Godfather Marketing is both a strategic orientation and a managerial approach. It involves not only drawing inspiration from the mafia’s cultural values but also implementing tangible strategies that translate these values into concrete business practices. This approach seeks to solve consumers’ problems, establishing a “Faustian pact” where custom...

A Godfather firm aims to do favors for its customers, who become part of its network by both receiving and granting favors to other clients. This approach is structured around the “4 Cs” of favors: complexity, context, content, and channels. The complexity and context of favors are crucial, respectively, in determining the firm’s capacity and willi...

Godfather firms gain power by attracting loyal customers, who in turn seek out firms they perceive as credible and capable of fulfilling their high-priority wants. This credibility is crucial for establishing initial relationships with potential customers and is built on three key-dimensions: attractiveness, the appeal the firm generates in its rep...

The strategic goal of firms is often perceived as generating income, but Godfather Marketing asserts that the ultimate aim is power. Power allows firms to achieve their goals without relying solely on money. Godfather Marketing emphasizes the importance for a firm of building strong, reciprocal relationships with customers based on favors, enabling...

Disruptive shifts in the current environment are engendering uncertainty, radically changing market relationships and consumers’ priorities. This challenging-the-boundaries article introduces a new marketing paradigm, Godfather Marketing, according to which firms evolve into organizations reminiscent of ‘mafia families,’ yet completely devoid of cr...

The aim of this study is to analyze whether disvalues—that is, undesirable traits and emotions that have a negative impact on the individual and are reflected in the Seven Deadly Sins (anger, envy, gluttony, greed, lust, pride, and sloth) and the Dark Triad traits (narcissism, machiavellianism, and psychopathy)—have a predictive power for pathologi...

Purpose This paper delves into evaluating the effectiveness of warning messages as a deterrent against excessive fat consumption. It examines how consumers perceive the fat content of food products when presented with two distinct label types: (1) a textual warning, providing succinct information about the fat content, and (2) a pictorial warning,...

Despite the textile, fashion and apparel sector is one of the most polluting industries, a new innovative practice, the reuse of fish leather, can be considered a highly eco-sustainable process. Its production not only avoids animal hunting, as it is based exclusively on recycled material, but also involves a much lower cost and also guarantees gre...

This book explores how marketing may evolve in the coming decades, reflecting and potentially shaping the intricate relationships between firms, consumers, and society. In an uncertain world driven by rapid technological advancements, political instability, and social transformations, it introduces the concept of “Godfather Marketing.” This approac...

The study examines the effects of the dark triad traits (i.e., psychopathy, narcissism, and Machiavellianism) on positive word-of-mouth (WOM) intention for luxury products, and the moderating role of others' opinion divergence (i.e., whether or not a consumer's opinion deviates from that of the reference group). An experiment with 208 respondents t...

In healthcare, chatbots are used to automate interactions between healthcare professionals and patients. To make these conversations realistic, designers anthropomorphized chatbots (e.g., attributed human characteristics to chatbot) by equipping them with personality (warmth/competence), attributable gender (male/female), and role (prevention/diagn...

L'incremento nella richiesta di servizi sanitari negli ultimi anni ha avuto evidenti ripercussioni sull'organizzazione del personale, sui tempi di attesa e sui livelli di assistenza. Le organizzazioni sanitarie hanno cercato di migliorare le loro risposte alle domande dei cittadini tramite chatbot avanzati basati sull'intelligenza artificiale (AI)....

Framing of the research. Healthiness plays an increasingly important role in consumers' evaluations and purchases of food products. Indeed, a report from the International Food Information Council (2020) showed that in the last 10 years 54% of consumers choose healthy products, both in stores and online. And now, in the aftershock of the COVID-19 p...

Framing of the research. Word of mouth (WOM)-that is, any informal communication among consumers concerning goods and services-exerts a great influence on consumers' purchasing decisions (Berger, 2014). WOM communications can take different forms such as opinions (i.e., narrative descriptions of a product or service) and recommendations (narrative...

This study investigates the opportunities that smart mobility offers as a fundamental part of the transition to a smart city. The study comprises a case study of the city of Taranto, Italy. The data collection was based on semi-structured interviews with policymakers with expertise in transport systems. Findings confirm the relevance of smart mobil...

Internet-of-Things technologies may help luxury companies deliver their offerings in a different way. However, their actual effects on consumers remain hazy. This paper sheds light on the impact that consumers’ openness to technological innovations may have on perceived usefulness of Voice Assistants (VAs) in the context of luxury tourism. In two s...

Despite the prevalence of online reviews, little research has examined the possible linkage between reviewers' communication styles and Hotel Star Class (HSC). Indeed, it is unclear whether review length and communication style change based on the type of hotel being reviewed (proxied by HSC classification). Applying two multivariate analyses of va...

Perceptions of negative events related to service disruptions, negative consumer associations with other brand users, or business activities not in line with consumer ethical standards can lead consumers to abandon and change a brand. Focusing on a low-cost airline company, the study analyses how negative events can affect brand loyalty by consider...

The health crisis due to the recent pandemic influenced our lives and, consequently, our consumption. Despite prior investigations on exogenous crises and their effects on consumption, no studies to date have examined consumers' coping strategies to health crises that require social distancing and, more particularly, responses to such crises by foc...

Lo scopo della presente ricerca è definire i principali fattori in grado di influenzare l'intenzione a vaccinarsi contro il COVID-19 con l'obiettivo di fornire elementi per adottare campagne vaccinali più efficaci. A tal fine è stata condotto uno studio su un campione di circa 400 individui diretta a indagare l'influenza di una serie di variabili,...

Il presente articolo fa luce sulle opportunità di business dei Non-Fungible Token (NFT) nell'ambito del settore del lusso ed i possibili effetti sulle strategie di marketing delle marche di lusso. Date le caratteristiche in termini di immodificabilità e univocità della proprietà degli oggetti digitali basati su tecnologia NFT, questi possono contri...

The purpose of this paper is to contribute to a better understanding of the role of the heterosexual orientation on men's product choices in different consumption contexts. The research provides empirical evidence for a bias-here called pink bias-that leads male consumers to avoid consumption of pink-colored products because of a gender-related pre...

Recently, healthcare companies have delegated certain services offered to patients (e.g. the provision of information, the booking of medical visits, the payment of bills) to electronic conversation agents (chatbots) installed in virtual touchpoints. In order to make communications realistic, the designers endowed the communication interfaces with...

Il presente lavoro investiga le opportunità di business dei Non-Fungible Token (NFT) nell'ambito del settore del lusso ed i possibili effetti sulle strategie di marketing delle marche di lusso (o luxury fashion brand). Nello specifico, date le caratteristiche in termini di immodificabilità e univocità della proprietà degli oggetti digitali basati s...

Blockchain technologies are enabling unprecedented opportunities. For example, in the healthcare business, blockchain solutions can store sensitive patient data more securely and improve the rapidity with which healthcare systems worldwide can respond to emergencies as we are experiencing now during the current pandemic (i.e., tracking outbreaks an...

Blockchain is a buzzword today, and its application is daily increasing. Recently, literature has proposed the new concept of the Internet of Value (IoV), which refers to a view of the Internet as a means where value is transferred as easily, cheaply and reliably as data is now transferred. The ever-growing interest in Blockchain research and pract...

This chapter conceptualizes NFTs, describes their creation process, and illustrates their main characteristics (i.e., unicity, indivisibility, and scarcity), which differentiate them from Fungible Tokens (e.g., cryptocurrencies). It presents the technical aspects of NFTs and the main technology behind them, the so-called Blockchain, which essential...

This chapter suggests the notion that, in addition to materialism (i.e., the individuals’ tendency to appreciate material possessions more than spiritual values), status consumption orientation (i.e., the individuals’ tendency to consume products that confer them a sense of prestige) could be another determinant of consumers’ intention to purchase...

L'analisi della letteratura aziendale e di marketing, e il conseguente sviluppo di programmi educativi postgraduate in argomento, rivelano come il tema delle startups non sia stato ancora sufficientemente affrontato e dibattuto. Ci sono stati dei tentativi meritevoli in Italia, come quelli di Salvatore Vicari e colleghi (De Luca et al. 2010), tra i...

This study evaluates the effectiveness of textual and visual warnings used to inform consumers about the nutritional content of sugary drinks. Specifically, the investigation aims to analyze the consumers' perception of the quantity of sugar contained in Sugar Sweetened Beverages and to evaluate whether the warning messages, expressed through a tex...

This paper investigates the roles of product intelligence, change seeking, and behavioral control in determining consumers' intention to use Artificial Intelligence-based self-driving cars. In an experimental study conducted with a sample of 343 respondents, we show that consumers might feel more in control when driving such cars, and such an incre...

This study aims to investigate the factors affecting the decision to revisit a cultural heritage destination and recommend it to others (heritage destination loyalty). A mediation model is directed to understand the role played by intrinsic factors – related to tourists’ personal characteristics – extrinsic factors – the destination heritage offers...

Purpose Employing a hierarchical model of personality, prior research suggests that cardinal traits such as conscientiousness and agreeability predict central traits such as materialism and need for arousal that in turn impact surface traits such as onychophagia and compulsive buying. More research is needed to explore additional central traits and...

Purpose This study investigates the transmission of art-related aspects (i.e. art products or services and people's experiences at museums) via word-of-mouth (WOM) from a personality perspective. Specifically, the study explores the effects of the Big Five personality traits (based on the five-factor model) and market mavenship (i.e. the propensity...

New technologies represent an important challenge for all sectors across the world, becoming a relevant opportunity for the luxury hospitality industry as well. This study empirically investigates the effects of openness to change and status consumption orientation in influencing luxury hotel guests' perceived usefulness of voice assistants when in...

Recent studies have focused on the emerging scenario of ‘active ageing’ as a series of positive actions aimed at fostering elderly adaptability by supporting emotionally close relationships and removing age-related structural barriers. Active ageing may be stimulated not only by leveraging technological and scientific innovations but also by implem...

This book focuses on the relevance of non-fungible token-based products in the current hyper-digitalized and hyper-connected world. Connecting the new NFTs’ technologies with academic literature on marketing, the authors high-light future research streams as well as strategies and fac-tors that marketers and managers can use to promote this new typ...

This chapter investigates the potential interactive effect of consumers’ innovativeness (i.e., their desire to be among the first to try or buy a new product) and status consumption orientation (i.e., their tendency to consume products that confer them a sense of prestige) on their intention to purchase NFT-based products. The chapter presents an e...

This chapter proposes the notion that materialism (i.e., the individuals’ tendency to appreciate material possessions more than spiritual values) could be a major determinant of consumers’ intention to purchase NFT-based digital products. Thus, it presents an empirical study that tests this notion in a virtual artworks’ setting. The obtained result...

Given the increasing relevance and popularity of NFTs in online markets, this chapter presents a review of the available marketing literature on this subject. This review adopts a systematic approach that combined proper technology-related and business-related keywords to search for relevant papers published on the topic from 2015 to 2021 and avail...

Smart mobility is a key priority for sustainable development across the globe. Thus, marketers and policymakers need to understand which consumer characteristics are relevant for successfully promoting this form of transportation. By considering the context of electric scooters, which have recently spread in many cities around the world, the presen...

This paper provides a review of the marketing literature on elderly consumers' health choices and risk perceptions, in order to summarize the state of the art and provide a comparison term for future studies. The research was carried out on scientific articles published from 1970 up to 2019, in a selection of 100 thematic journals. The results conf...

While the concept of experience has attracted considerable attention in tourism, the research on psychological flow, as a mental state that tourists may derive from extraordinary experiences, has remained limited, especially in the field of tourism marketing. Yet, this concept might have an important role in promoting sustainable forms of tourism....

High-tech startup marketing represents today a promising research topic, due to the novelty of such business and the technological contents provided in their proposed products. Literature shows that digital marketing strategies and specifically online activities (e.g., advertising), especially those conducted through the use of social media, may be...

This research develops a fuzzy logic-based expert system that models the three main dimensions of sustainable development (SD) (social, economic and environmental) in relation to local areas. We applied this system to a lagging Southern Italian province that includes 97 municipalities with different levels of development. This approach allowed for...

The purpose of this paper is to investigate entrepreneurs’ adoption of the “innovative start-ups” as legal tools introduced in Italy to sustain entrepreneurship by, considering Southern Italy (Apulian Area) characterized by an economic fabric made of SMEs in the primary and tourism sectors, and few large industries as a research setting. A qualitat...

Purpose –The purpose of this research is to demonstrate the effectiveness of pictorial warning labels that leverage the risk of obesity as a deterrent against alcohol abuse. It evaluates the impact of three different kinds of warning labels that can potentially discourage alcoholic drinking: (1) a claim, in text format, that cautions consumers abou...

Purpose The purpose of this paper is aimed to examine natives' Fervid Attachment to religious rites, as a part of cultural heritage, in its extrinsic (sense of belonging, rituality) and intrinsic (intimate bond, emotionality) characteristics, by shedding light on how leveraging on these characteristics could be emphasized to promote sustainable loc...

This study investigated consumers' perceptions of green products derived from a circular economy production, by shedding light on the role of perceived social welfare. Furthermore, the paper considered two moderators: perceptual variables on green products and psychological variables on the environment. The analysis was performed in the aquaculture...

Background The marketing literature suggests that consumers prefer simple messages; however, text clarity—i.e., the extent to which a message is communicated in plain and unambiguous language—has rarely been investigated in the context of health claims. Scope and approach Focusing on extra-virgin olive oil (EVOO), this commentary investigates how...

In the tourism sector, according to the Theory of push and pull motivations (Crompton, 1979; Su et al., 2020), it is possible to distinguish between push factors (or motivations) – tourist desires for rest, health, adventure, social interaction – and pull factors– attributes of the destination, such as parks, beaches, events, monuments, and cultura...

Many companies operating in the transport sector strive to keep their customers loyal over time (Chaudhuri and Holbrook, 2001). However, events that can lead the consumer to choose other companies can happen. Examining the literature (Zarantonello et al., 2016), there are three types of events and situations (negative events): i) episodes of consum...

The purpose of this study is to investigate marketing theories applied to cultural organizations and destinations, namely heritage personality, intended as the identity and the image of a tourist destination perceived by visitors (Di Vittorio et al., 2019), visitor’s satisfaction (Wilkie, 1994; Guido, 2014) and destination loyalty (Prayag and Ryan,...

Purpose This study examines the effect of both objective knowledge (i.e., what arts audience members actually know about art) and subjective knowledge (i.e., what arts audiences members think they know about art) on their propensity for experience-sharing (i.e., the tendency to share art-related experiences with other individuals). In addition, the...

This study provides a theoretical framework to assess the combined effect that traffic stream and music could have on consumers’ shopping behavior throughout their journey to the stores. Through the Virtual Reality (VR) simulation of a car journey, two traffic conditions (light/heavy) and two types of music (relaxing/energizing) were tested, evalua...

This chapter explores how luxury and fast fashion brands have been affected by omnichannel strategies, which refer to the opportunity to integrate online and offline channels to create a seamless shopping experience aimed at engaging customers. Through a quali-quantitative research approach, the study examines the potential effects of the implement...

The aim of this paper is to report on a study that analyzes the relationship between distinctive alcohol warning messages and the intention to purchase alcoholic beverages. More specifically, it assesses the influence of three different kinds of message warnings: i) a responsibility warning statement; ii) a synthetic nutritional table; iii) an imag...

The coronavirus disease (COVID-19) is changing consumers’ behavior (McKinsey, 2020). However, no studies have explored how such changes might have changed due to lockdown. The present qualitative research explores how consumers’ consumption orientation may evolve during a pandemic as a consequence of the COVID-19 shutdown. Through a series of semi-...

The purpose of this study is to examine the opportunities resulting from online interactions, by shedding light on the most prominent topic in the field of online marketing. A systematic review of academic studies published in the past 15 years (20052020). Results systematised according to the RACE (reach > act > convert > engage), revealed useful...

The purpose of this paper is to investigate elderly choices and behaviors in financial services markets. A systematic review of a five-decade period (1970-2019) of academic research in the marketing field was carried out in order to identify elderly consumers' decisions regarding financial asset management and legacy, highlighting the main findings...

Purpose The main purpose of this research is to evaluate Gluttony's role in consumers' compulsive buying behaviour. Specifically, the authors want to identify the main psychological antecedents of the construct (expressed with the Big Five) and the moderating effects of shopping motives (in the two dimensions hedonism and utilitarianism). Design/m...

Technology represents a relevant challenge for today’s luxury brands. However, although new technologies like smart objects might be useful to improve luxury consumption experiences, their effectiveness from a consumer perspective is still unexplored. In particular, no studies have to date investigated the role of status consumption into the accept...

Purpose-The purpose of this study is to review scholarly research on elderly consumers' information processing and suggest implications for services marketing. Design/methodology/approach-The review encompasses a five-decade period (1970-2018) of academic research and presents relevant literature in four main areas related to information processing...

Purpose The purpose of this study is to review scholarly research on elderly consumers’ information processing and suggest implications for services marketing. Design/methodology/approach The review encompasses a five-decade period (1970–2018) of academic research and presents relevant literature in four main areas related to information processin...

Purpose This research investigates the effectiveness of the four health claims that the European Union (EU) authorized for extra-virgin olive oil (EVOO) in terms of perceived text clarity, text interestingness, message credibility and information diagnosticity, along with the claims' effect on product attractiveness and consumers' purchase intentio...

Psychological flow refers to a positive experiential state, based on enjoyment, concentration, and low self-awareness, which occurs during active task performance, when the performer is totally connected to the performance, in a situation where personal skills equal required challenges (Csikszentmihalyi 1990; Jackson and Marsh 1996; Ullén et al. 20...

Museums and art galleries may benefit from creating an image of environmentally responsible organizations using green marketing messages. However, the effectiveness of these messages often depends on how they are framed, an aspect that may impact message recipients’ perception of and intentions toward such organizations. The present research addres...

Digitization blurs the lines between technology and management, facilitating new business models built upon the concepts, methods and tools of the digital environment. The purpose of this study is to investigate the role of the Internet of Things (IoT) and Big Data in terms of how businesses manage their digital transformation. The paper argues tha...

The adoption of green technologies, i.e., technologies affecting energy usage in residential buildings is a highly debated research issue among researchers in environmental behavior. During last decades, environmental management literature focused on how governments or companies could develop strategies aimed at fostering the adoption of these meas...

This study investigates how disvalues-socially negative inclinations of the personality opposed to one's values-and negative traits-a tendency to be insensitive, egotistic, and malevolent in interpersonal relationships-can affect consumer behavior. Operationalized by the Seven Deadly Sins (i.e., Envy, Gluttony, Greed, Lust, Pride, Sloth, and Wrath)...

Although extra-virgin olive oil is a primary component of the Mediterranean diet, there is a limited understanding about whether consumers might purchase this product out of its health properties. Furthermore, prior literature on the impact of health claims (i.e., statements about a food product’s positive effects on consumers’ health) on consumer...

This research investigates consumers' reactions to luxury versus mass-market fashion products that are produced in an unsustainable manner. In particular, this research empirically assesses whether and why third-party information revealing the unsustainable nature of luxury versus mass-market fashion products may increase consumers' intention to en...

Luxury goods are typically marketed by global brands and are associated to excellence, exclusivity and premium pricing. However, consumers may buy and consume luxury goods because of internal and self-related motivations—e.g., individual style and quality—or of external and others-related motivations—e.g., status signaling and prestige. This resear...

Luxury goods are typically marketed by global brands and are associated to excellence, exclusivity and premium pricing. However, consumers may buy and consume luxury goods because of internal and self-related motivations—e.g., individual style and quality—or of external and others-related motivations—e.g., status signaling and prestige. This resear...

CRISI E TRASFORMAZIONE DEI DISTRETTI CALZATURIERI PUGLIESI Analisi strutturale, strategica e relazionale dei sistemi territoriali di Casarano e Barletta nell’ultimo ventennio Dalla metà degli Anni ’90, i distretti industriali italiani hanno dovuto fronteggiare una crescente crisi economica, connessa principalmente alla globalizzazione e al dilagar...

Flyers (i.e., printed means of weekly/monthly communication) constitute one of the most relevant forms of advertising for retailers. However, extant retailing research has only examined a limited number of promotion types advertised through store flyers, finding ambivalent results and neglecting to consider their combined effect on sales. Using mac...