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L?effetto dell?autenticit? della marca sull?attaccamento alla marca e sul senso di distinzione sociale avvertito dai consumatori

Author

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  • Matteo Corciolani
  • Mariarita Santanelli

Abstract

Gli autori analizzano quattro diverse dimensioni del costrutto dell?autenticit? (due tipologie di indicalit? e due tipologie di iconicit?) che risultano importanti nel consumo di musica. Grazie a un esperimento svolto su un campione di 233 rispondenti, dimostrano che tali dimensioni svolgono un ruolo significativo nella valutazione dell?autenticit? e nel favorire due effetti positivi dell?autenticit? stessa: un maggior attaccamento alla marca e un senso di distinzione sociale avvertito dai consumatori. Evidenziano inoltre che il coinvolgimento nella categoria di prodotto da parte del consumatore modera le relazioni tra indicalit? e attaccamento alla marca e tra indicalit? e distinzione sociale, ma non quelle tra iconicit? e attaccamento alla marca e tra iconicit? e distinzione sociale.

Suggested Citation

  • Matteo Corciolani & Mariarita Santanelli, 2014. "L?effetto dell?autenticit? della marca sull?attaccamento alla marca e sul senso di distinzione sociale avvertito dai consumatori," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(1), pages 37-59.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-001003
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    References listed on IDEAS

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