Raffaele Donvito

• University of Florence

Industry 4.0’s rapid expansion can revolutionize industrial employees’ operational functions by integrating servitization-based digital solutions (advanced ecosystem services). Industrial employees can benefit from servitization if they improve internal processes. Organizational comprehensive quality management strategies are vital in employee acti...

Purpose Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these...

With the aim to guide sustainability strategies of fashion companies, this study explores consumers' interest in sustainable alternatives on special occasions, which have been largely neglected by the literature. Drawing on 35 semistructured interviews and using weddings as the consumption setting, this study first identifies the meanings that are...

The present research focuses on the interplay between two common features of the customer service chatbot experience: gaze direction and anthropomorphism. Although the dominant approach in marketing theory and practice is to make chatbots as human‐like as possible, the current study, built on the humanness‐value‐loyalty model, addresses the chain o...

Although companies are increasingly adopting conversational agents, research on how chatbots have to be designed and deployed has yielded mixed results so far (e.g., Crolic et al., 2021). While many factors may influence customers’ interactions with chatbots, we focus on the interplay between two common features of the customer service chatbot expe...

The paper structures the recent literature on brand engagement into self-concept (BESC) and its antecedents (i.e. materialism and status consumption). The research aims to define future research directions on BESC based on consumers’ cultural orientations formulated in Hofstede’s model of cultural dimensions. Bibliometric analysis with the visualis...

QR code is an important pull technology tool that has increased exponentially worldwide. Although its usefulness for marketers has been widely recognised, little is known about the type of message content (i.e. hedonic vs utilitarian) that generates a greater perceived value of products. Drawing on uses and gratifications theory (UGT), this study i...

There is a general lack of clarity regarding measurement of the self-brand congruity construct, which also calls for cross-national validation. Although previous evidence suggests a positive relationship between self-brand congruity and consumer brand associations (brand attachment), this relationship requires a deeper investigation. This study tes...

Consumers show increasing levels of concern regarding disclosing information to companies, as retailers’ access to their personal information heightens their feelings of vulnerability. Although customers’ personal information is crucial for targeting actual and potential customers, the extant discussion regarding the determinants of customers’ will...

This study offers an innovative methodology combining qualitative and quantitative content analysis to address a current debate concerning global brands taking part in political discussions. Global and local brands are more and more willing to support or disapprove political leader's policies on critical issues such as immigration, duties or health...

The current study aims to contribute to the literature on brand engagement in self-concept (BESC). Supported by self-determination theory, a comprehensive model that explains the psychological drivers and consequences of BESC is tested. Based on a sample of 600 international highly engaged cosplayers, the results contribute to the literature on BES...

Purpose. This paper aims to define the overall Made in Italy perception within the on-line and off-line contexts. Particularly, authors attempt to consider three main aspects; the first one regards the key product categories linked to the Made in Italy production; the second aspect concerns the key characteristics linked to the Italy Country Image...

Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in...

This paper aims to understand how user-generated content (UGC) affects the process of place branding by identifying the main associations of various actors related to London and Florence, both traditionally linked to the fashion industry. In particular, this study focuses on fashion as a city image component that contributes to the construction of...

This special issue was jointly conceived together with the 2015 Global Fashion Management Conference at Florence entitled “Renaissance of Marketing and Management in Fashion” organized by the Global Alliance of Marketing & Management Associations and co-hosted by the Italian Marketing Society (SIMktg), the International Textile and Apparel Associat...

Price has always had a key role in the luxury fashion market, because high prices are linked to the uniqueness and the prestige of luxury products and brands. Because of this direct contribution of price to the luxury essence, scholars have partially neglected the possible existence of unintuitive and controversial pricing strategies followed by lu...

A growing body of research has emerged on digital retailing due to the introduction and rapid spread of technologies that changed the retail settings. Retailers are constantly making decisions about the implementation of digital technologies, evaluating every negative and positive effect from the costs saving to the customers’ satisfaction (Verhoef...

Nowadays environmental concern has quickly become a mainstream issue; in this perspective, retailers are facing need to promote sustainable consumption. Retailers have a dominant position in the supply chain that permits to have also an enormous power to raise awareness and to influence shopping choice as demonstrated by the growing number of retai...

A growing body of research has emerged on digital retailing due to the introduction and rapid spread of technologies that changed the retail settings. This systematic review of the literature aims to identify, classify and analyze the main current research fields on digital retailing. Authors run a content analysis using the software Nvivo and defi...

This paper presents an explorative analysis of the contents shared through QR codes as a tool of proximity marketing. The aim of the research is to identify the most common links shared through the QR code technology, in order to investigate the use of this tool from a marketing point of view. Moreover, the research explores the main aspects of the...

The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. From a theoretical point of view, human personality, brand personality, store personality, congruence and attachment constructs are considered. From an empirical point of vie...

This research aims to analyse the potential impact of new technologies on the shopping experience with particular reference to the shopping values (utilitarian and/or hedonistic). For collecting a preliminary answer to the research question, Authors have selected 9 cases of technology implementation at a retail level thanks to a secondary data anal...

Scant evidence is available on of how social media marketing activities influence brand equity creation and consumers' behavior towards a brand. This research explores these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton). Based on a survey of 845 luxury brand consumers (Chinese,...

This special section, “Italian Fashion Case Study”, is part of the Global Fashion Landscape project initiated by the Global Alliance of Marketing & Management Associations. Researchers and business leaders aspire to understand current trends, types and characteristics and their application to consumer behavior in leading fashion cities. Understandi...

The aim of this paper is to analyze the relationship between fashion events and the territory where they take place, focusing on how this relationship can also affect fashion consumers’ behavior. History and culture, together with creativity and innovation, represent the distinctive traits of global fashion cities; at the same time, these character...

This article addresses the topic of creativity at the geographic territory level from a network perspective. Its objective is to propose an innovative representational model of creative networks in geographical territories that is suitable for analyzing the process of the management of creativity. This model aims to go beyond the boundaries of the...

This research aims to extend the analysis of the factors influencing consumer purchase of luxury goods. The effects of brand and country of origin (CoO) on the purchase decision are specifically considered. A total sample of 1103 respondents in seven countries (China, France, India, Italy, Japan, Russia, USA) is analyzed through a structured questi...

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact...

This special issue of the Journal of Global Scholars of Marketing Science, "Creativity and Passion between Global Branding and Country of Origin Roots", includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012 Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider...

Price has always had a key role in the luxury fashion market, because high prices are linked to the uniqueness and the prestige of a luxury products and brands. Because of this direct contribution of price to the luxury essence, scholars have partially under analysed the eventual existence of “active” pricing strategies followed by luxury firms. Th...

The growth of many industrialized developed countries relies on small and medium enterprises (SMEs) that are the basis of a solid industrial sector and contribute to the development of the main macroeconomic variables (Calabrese et al. 2002).

Scant evidence is available on of how social media marketing activities influence brand equity creation and consumers' behavior towards a brand. This research explores these relationships by analyzing pioneering brands in the luxury sector (Burberry, Dior, Gucci, Hermès, and Louis Vuitton). Based on a survey of 845 luxury brand consumers (Chinese,...

The aim of this paper is to analyze how Made in Italy products are retailed in the international markets. The research investigates the level of coherence between Italy country image and the image of the stores where Italian brands are sold abroad; the focus is about the internationalization process of Italian firms producing and distributing high...

This paper analyzes the characteristics of Italy’s country image, the brand image held by representative “Made in Italy” brands and the relationships between the two. Theoretically, academic contributions regarding country and brand image are considered. Empirically, results derive from a quali-quantitative research run on two consumers samples are...

Globalization has substantially transformed the fashion industry. Firms that conduct innovative marketing campaigns for SPA brands, also known as fast fashion, are operating worldwide. Because SPA brands tend to have short trend cycles, corporate profitability is sensitive to consumers' attitudinal changes. The authors of this study establish a the...

This research aims to extend the analysis of the factors influencing consumer purchase of luxury goods. The effects of brand and country of origin (CoO) on the purchase decision are specifically considered. A total sample of 1103 respondents in seven countries (China, France, India, Italy, Japan, Russia, USA) is analyzed through a structured questi...

This article addresses the topic of creativity at the geographic territory level from a network perspective. Its objective is to propose an innovative representational model of creative networks in geographical territories that is suitable for analyzing the process of the management of creativity.

This special issue of the Journal of Global Scholars of Marketing Science, “Creativity and Passion between Global Branding and Country of Origin Roots”, includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012 Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider...

Purpose The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people. Design/methodology/approach This article was based on an empirical study among 233 respondents. First, a qualitative analysis of content using the respondents' own words was conducted. Then,...

The moderate growth in US and European markets coupled with an increasing demand for luxury goods in emerging economies such as Brazil, Russia, India, and China lead to a substantial growth in the global market for luxury goods. Reaching consumers all over the world across national and cultural borders, the luxury sector is according to Bain & Comp...

Recently, has there been a change in the perception of luxury: from an elitist concept to a consideration of luxury as a many-faceted issue [3], [10]. In the last few years, it has become clear that luxury consumption is open to different kinds of consumers, and that it therefore contributes to defining differentiated identities.

As is known, the concept of luxury is characterised by a multidimensional structure of meanings particularly difficult to define (see Brioschi 2000 [14], Aiello & Donvito 2006 [3]; Wiedmann et al 2009 [100]). Nevertheless, common elements in the various theoretical positions can be found in the concepts of heritage also linked to a specific territo...

This study looks at the topic of innovation in the services with specific focus on retailing. By linking up with the theoretical models for services in general, the work takes into consideration the distinctive characteristics of the innovative processes at the level of retail distribution. Attention is centred around the innovative relational phen...

International luxury businesses are challenged by the identification and satisfaction of the common needs and desires of global market segments. Although luxury goods have become available to a wider range of consumers, the traditional conspicuous consumption model has been transformed into a new experiential luxury sensibility that is marked by a...

This research aims to update the factors influencing consumer purchase of luxury goods and, more specifically, to consider the combined effect of brand and country of origin (CoO) on the purchasing decision. This article extends an exploratory phase constructed from qualitative data previously gathered on this topic. The study includes administerin...

As leisure time is extended, the time that consumers spend at one shopping space increases, and complex shopping malls are taking center stage as a new type of retail venue, channeling family-focused shopping culture by allowing, the whole family to enjoy themselves at the same time in a space with both shopping space and entertainment facilities....

The inspiration for this work arose from the current renewed in the theme of the Country of origin effect (COO), taken both in the broad sense and also with specific refrence to the world of luxury. This paper will outline the main theoretical-empirical contributions that have focused attention on : a) the Country of Origin effetc on consumer beahv...

The effects of the country-of-origin (COO) upon consumer perceptions and purchase intentions remain of interest to marketing researchers. Our paper analyses the perception of the COO and of brands, and their influence on consumer perception and purchasing intention. A cross-national sample was set up in order to obtain a more complex understanding...

Purpose of the paper and literature addressed -The focus of this paper is to analyse the role played by integrated communication with regard to place marketing strategies and policies, as defined and implemented by Local Government Authorities (LGA), in order to establish and manage interaction between actual and prospective local business users wi...

Place marketing network evolution and investment attraction (by Gaetano Aiello, Raffaele Donvito) - ABSTRACT: This paper is based on a relationship marketing perspective and points out the evolutional nature of place marketing networks. According to this framework place marketing is defined as an approach for the creation and further consolidation...