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Forme di capitale e fedelt? alle marche in Italia al tempo della pandemia di covid-19

Author

Listed:
  • Luigi Tronca
  • Marco Carradore

Abstract

Il saggio propone uno studio delle relazioni tra tre diverse forme di capitale - ovvero il ca- pitale culturale, economico e sociale - e la fedelt? alle marche, in Italia, nel periodo caratterizzato dalla pandemia di Covid-19. Lo studio ? stato condotto secondo un approccio interazionista strutturale. I dati sono tratti da un?indagine dell?Osservatorio sui consumi delle famiglie (Oscf), centro di ricerca del Dipartimento di Scienze Umane dell?Universit? degli Studi di Verona, condotta nel dicembre del 2020 su 2.054 individui maggiorenni residenti in Italia, anche attraverso gli strumenti della Personal Network Analysis. I risultati, ottenuti attraverso la costruzione di alcuni modelli di regressione lineare multipla, mostrano, rispet- to alle forme di capitale, che il capitale culturale non esercita alcun effetto sulla fedelt? alle marche, mentre alcuni effetti sono prodotti dal capitale economico e, soprattutto, dal capitale sociale. Il saggio mostra, quindi, la rilevanza del ruolo delle relazioni sociali, intese come relazioni di sostegno, nel favorire la fedelt? alle marche.

Suggested Citation

  • Luigi Tronca & Marco Carradore, 2023. "Forme di capitale e fedelt? alle marche in Italia al tempo della pandemia di covid-19," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 2023(1), pages 97-115.
    • Handle: RePEc:fan:eseses:v:html10.3280/es2023-001008
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    References listed on IDEAS

    as
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    5. Giorgio Tassinari, 2003. "Soddisfazione del cliente e fedeltà alla marca: un legame ambiguo," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 21-42.
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    More about this item

    Keywords

    forme di capitale; fedelt? alle marche; approccio interazionista strutturale; Personal Network Analysis;
    All these keywords.

    JEL classification:

    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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