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Marche e giovani consumatori "digitali": uno studio esplorativo

Author

Listed:
  • Gabriele Qualizza
  • Claudio Sambri

Abstract

Il paper presenta i risultati di uno studio volto ad indagare la relazione tra marche e giovani consumatori "digitali". A tale scopo ? stata effettuata una rilevazione - tramite un questionario semi-strutturato - che ha interessato un campione di oltre cinquecento soggetti, di et? compresa tra i 15 e i 24 anni. Data la novit? del tema e l?assenza di un univoco quadro di riferimento teorico, pi? che valutare delle ipotesi di ricerca, l?articolo intende proporre - anche in vista di eventuali studi futuri - una serie di questioni ancora poco esplorate dal punto di vista empirico. In particolare, si segnala l?opportunit? di porre attenzione non solo alle tecnologie, ma anche al modo in cui le marche vengono incorporate nel pi? ampio insieme di strategie comunicative (tanto online, quanto offline) e di orientamenti valoriali che danno senso alla vita quotidiana delle persone.

Suggested Citation

  • Gabriele Qualizza & Claudio Sambri, 2014. "Marche e giovani consumatori "digitali": uno studio esplorativo," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(1), pages 153-176.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-001008
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    References listed on IDEAS

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    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    2. Holt, Douglas B, 2002. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 70-90, June.
    3. Firat, A Fuat & Venkatesh, Alladi, 1995. "Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 239-267, December.
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