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Self o mass branding? La relazione tra personalizzazione e marca

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  • Maria Antonietta Raimondo
  • Gaetano Nino Miceli
  • Stefania Farace

Abstract

L?articolo analizza la relazione tra personalizzazione e marca, distinguendo la Combination-based Customization (CbC), che ? la combinazione di moduli di prodotto forniti dall?impresa, e la Integration-based Customization (IbC), che ? la personalizzazione del prodotto basata su segni e simboli forniti dal cliente, e proponendo che le reazioni del cliente ai due modelli di personalizzazione dipendono dalla presenza/assenza del brand logo sul prodotto. I risultati dimostrano che la presenza di un mass brand logo genera atteggiamento e disposizioni del cliente pi? alti per la CbC rispetto alla IbC. In assenza di un mass brand logo, si verifica il pattern opposto. Il vantaggio della CbC rispetto alla IbC per i prodotti di marca, tuttavia, scompare quando c?? un?elevata congruenza tra il s? del consumatore e la marca e quando si considerano marche creative.

Suggested Citation

  • Maria Antonietta Raimondo & Gaetano Nino Miceli & Stefania Farace, 2013. "Self o mass branding? La relazione tra personalizzazione e marca," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(4), pages 149-171.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-004008
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    References listed on IDEAS

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