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L?atteggiamento dei consumatori nei confronti dei global brand: uno studio esplorativo in tre paesi europei

Author

Listed:
  • Alfonso Siano
  • Agostino Vollero
  • Maria Palazzo
  • Felice Addeo

Abstract

Attraverso una prospettiva di analisi cross-national (che coinvolge tre campioni di studenti in Italia, Spagna e Regno Unito), il paper intende contribuire all?avanzamento della conoscenza in materia di atteggiamenti dei consumatori nei confronti dei brand globali, rispetto al loro contesto culturale/nazionale e ad alcuni fattori customer-based della brand equity. Le ricerche in questo campo hanno spesso mostrato risultati contrastanti. Al fine di esplorare i nuovi percorsi di ricerca, si propone uno studio pilota impostato su tecniche di analisi multivariata (analisi delle corrispondenze multiple e cluster analysis), declinate secondo l?approccio francese. L?identificazione di tre diversi cluster di consumatori (no logo, brand dreamers, etnocentrici), ciascuno con un diverso approccio verso i brand, suggerisce alcune implicazioni in termini manageriali al di l? delle "rigide" contrapposizioni globalismo/localismo e standardizzazione/adattamento proposte spesso in letteratura.

Suggested Citation

  • Alfonso Siano & Agostino Vollero & Maria Palazzo & Felice Addeo, 2014. "L?atteggiamento dei consumatori nei confronti dei global brand: uno studio esplorativo in tre paesi europei," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 87-112.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-003006
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