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Brand-land equity nei territori del vino

Author

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  • Monica Fait

Abstract

I presupposti teorici alla base del lavoro sono rappresentati dagli studi sulla brand equity i quali sono stati qui adattati al settore vinicolo al fine di approfondire il valore che viene assegnato dai consumatori ai concetti di tipicit? ed origine dei prodotti. La verifica empirica cerca quindi di individuare le componenti essenziali dell?immagine del territorio d?origine per la definizione delle preferenze dei consumatori graduando gli elementi della brand-land equity delle imprese e dei loro territori d?origine. La ricerca, adottando il modello di Keller, basato sulle due dimensioni della brand awareness e della brand image, mira quindi a verificare: il livello di notoriet? e l?immagine di alcuni territori vinicoli italiani.

Suggested Citation

  • Monica Fait, 2010. "Brand-land equity nei territori del vino," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2010(3), pages 119-140.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2010-003009
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    Cited by:

    1. Monica Fait & Antonio Iazzi & Paola Scorrano, 2014. "La brand experience nelle strategie commerciali delle imprese vitivinicole," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2014(2), pages 285-304.
    2. Monica Faraoni & Tommaso Pucci & Samuel Rabino & Lorenzo Zanni, 2017. "Does brand market value affect consumer perception of brand origin in the purchasing process? The case of Tuscan wines," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(1), pages 51-78.

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