Gaetano Aiello

Modeling links between the decision-making process and luxury brand attachment: An international comparison

This research aims to extend the analysis of the factors influencing consumer purchase of luxury goods. The effects of brand and country of origin (CoO) on the purchase decision are specifically considered. A total sample of 1103 respondents in seven countries (China, France, India, Italy, Japan, Russia, USA) is analyzed through a structured questionnaire administered online. The research tests the scales of decision-making and brand attachment through exploratory and confirmatory factor analysis. It also tests the causal model of relationships between decision-making and luxury brand attachment. The richness of this research is related to the intercultural analysis of the results obtained in seven countries. These results concern the differences and similarities in: (1) defining the concept of country of origin (country of design, country of manufacture/country of assembly); (2) the combined effects of factors, including brand, CoO, price, guarantee, design and advertising, in the purchasing decision for luxury brands; and (3) the links between decision-making and attachment of the consumer to the luxury brand. The results are interesting in terms of management recommendations for a company that wishes to expand internationally into one of the geographic areas covered by this study, since significant differences are observed. 此项研究旨在扩展影响消费者购买奢侈品的因子分析。特别考虑了品牌原产地对于购买决策的影响。已知的消费者行为研究采取了两种理论解释奢侈品消费。他们最初的灵感来自于专门面向全社会动机的社会心理学。最近，这一趋势已经得到补充基于个人愿景的理论解释。 无论何种视角，先前的奢侈品领域的研究展示了品牌作为战略的载体，使用于消费者制定决策过程 (Kapferer, 1997, 1998; Vigneron & Johnson, 1999, 2004, Dubois, Czellar & Laurent, 2005) 。此研究适合这一理论视角，考虑了品牌在消费者决策过程中的特别作用。 品牌虽然在传统认识中认为是消费者决策的核心驱动，我们观察到公司也将其与原产地联系在一起开发他们的国际营销策略。原产地对于消费者评估和购买意愿的影响是国际营销研究中普遍的主题 (Usunier, 2006; Bloemer, Brij & Kasper, 2009) 。然而，据我们所知，在奢侈品行业并没有这一相关主题的研究。原产地的定义在整个学术界广泛的蔓延，从而支持国际贸易的经济发展 (Dichter, 1962; Schooler, 1965; Roth & Romeo, 1992; Nebenzahl & Samie, 1994, Nebenzahl, Jaffe & Lampert, 1997, Jaffe & Nebenzahl, 2001; Samiee, Shimp & Sharma, 2005; Roth & Diamantopoulos, 2009) 此研究的1103份样本来自于7个国家（中国、法国、印度、意大利、日本、俄罗斯、美国），问卷通过在线收集整理。此研究通过探索性因子分析和验证性因子分析测试了制定决策和品牌附属品的范围。同时也对制定决策和奢侈品牌附属品关系的因果模型进行了测试。 此研究最有价值的是对7个国家的数据进行了跨文化分析。研究结果涉及以下不同点和相同点：i) 定义了原产国概念 (设计地, 生产地/装配地); ii) 奢侈品购买决定的影响因子组合：品牌、原产地、价格、保证、设计和广告； iii)奢侈品消费者的决策和附属品之间的关系。 研究结果对于公司管理建议很有趣，对于公司扩展国际市场很有帮助。

A Study on Measuring and Defining Customer Equity of Complex Shopping Malls

Abstract As leisure time is extended, the time that consumers spend at one shopping space increases, and complex shopping malls are taking center stage as a new type of retail venue, channeling family-focused shopping culture by allowing, the whole family to enjoy themselves at the same time in a space with both shopping space and entertainment facilities. With their new combination of traditional retail activities with entertainment elements, these complex shopping malls satisfy a variety of consumer’ needs, changing buying patterns, in the competitive distribution market. Complex shopping malls are evolving into a living space that offers goods, service, entertainment facilities, and a variety of experiences. Companies have been increasingly employing SNS as a new marketing communication tool. Companies can appeal to consumers and cut marketing costs through use of SNS. Companies use SNS as an important means of marketing to form, keep, and develop relations with consumers. These social network service marketing activities influence complex shopping malls and the malls form relationships with consumers with Twitter, Facebook, and blogs. The final purpose of this study is to suggest a marketing strategy for complex shopping malls by categorizing consumers according to customer equity and lifestyle and by discovering their characteristics through mall image and awareness of users of SNS of complex shopping malls. An online survey of followers of Twitter operated by Mall A and Mall B. The questionnaire was conducted in October 2011 among Twitter followers of Mall A, and the 220 questionnaires that were returned were used in statistical analysis. The 261 questionnaires returned by Twitter followers of Mall B from October 2011 to November 2011 were also used in the statistical analysis. The data of this study were analyzed using the Amos 18, SPSS 18.0 program. Confirmatory factor analysis was conducted to analyze the validity and reliance of the study parameters and reliance analysis was conducted to confirm the consistency of the questions in the criteria. The structured equation model was used for hypothesis testing and cluster analysis was conducted to analyze the lifestyle of SNS users and to separate groups. Multiple group analysis was conducted to investigate the relationships of each parameter in each cluster. The outcomes of the study are summarized as follows: First, a survey of social network service users of complex shopping malls was performed to identify mall awareness and image. Second, the effect of mall image on self-congruity was confirmed. Customers acknowledged the shopping mall as a self-extension or part of themselves when they feel that self-image and mall image correspond. Third, mall awareness proved to have no effect on mall commitment. A customer’s mere awareness of a shopping mall can hardly be extended to commitment to that shopping mall. Fourth, self-congruity has a significant, positive effect on shopping mall commitment, because self-congruity makes customers more dependent on the shopping mall, continuous commitment results, not to mention emotional commitment. Fifth, the hypothesis that the higher is the customer’s commitment to the shopping mall, the higher is the loyalty, proved to be correct. Sixth, loyalty proved to have an effect on customer equity. Seventh, shopping mall awareness was found to have an effect on customer equity. Eighth, this study classified customer groups into the three categories of fashion-oriented, sociability-oriented, and rationality-oriented, according to the lifestyles of users of multipurpose shopping malls’ SNS. Implications obtained from the study include the following: In a bid to provide assistance in developing marketing strategies for complex shopping malls using social network services, social network service users were categorized by characteristics, and the differences in the use and awareness of SNS were identified. This study reviewed previous studies on SNS and lifestyle at home and abroad, but the questions on lifestyle focusing on fundamental SNS users have yet to be developed, presenting difficulties in fully describing the lifestyles of SNS users. Thus, further study to develop the more specific and reliable questions regarding the lifestyles of SNS users should be pursued.

Creative networks in Florence and Paris: empirical results on project networks

This article addresses the topic of creativity at the geographic territory level from a network perspective. Its objective is to propose an innovative representational model of creative networks in geographical territories that is suitable for analyzing the process of the management of creativity. This model aims to go beyond the boundaries of the creative industries (Florida, 2002; Stolarick & Florida, 2005) by identifying specific territorial networks with creative content. The new perspective adopted is based on the construction of project networks (Ramos & Ford, 2009). In order to identify territorially-based creative project networks, the authors utilize the concept of the network mobilizer (Mouzas & Naudé, 2007). Some managerial implications derive from the proposed model. With it, actors involved in territorial networks enhance their capabilities to know their network position and their contribution to creativity generation. The empirical research involves the territories of Florence and Paris, which historically have been distinguished by creativity. These territories are analyzed with a focus on high symbolic value goods. The methodology is based on face-to-face in-depth interviews with 10 network mobilizers. Through the perceptions of these network mobilizers, 15 project networks have been discovered. These project networks have been recreated based on the network picture (Ford & Redwood, 2005) outlined by the same mobilizers. The approach of this article is to focus on the creative content of the network interactions, rather than on the analysis of phenomena correlated with actors in the creative industries (Cooke & Lazzeretti, 2008; Lazzeretti, Boix, & Capone, 2008) linked to a territory. The perspective adopted in the model is based on the construction of project networks (Ramos & Ford, 2009), that is to say networks in which several actors participate, with the aim of realizing a specific, shared project. In order to identify territorially-based creative project networks, the authors utilize the concept of the network mobilizer (Mouzas & Naudé, 2007), that is, those particular actors who assume the position of network activator through the process of mobilization of activities and resources. The main theoretical result of the research is the generation of an innovative model for representing creativity at a territorial level that integrates a mainly qualitative analysis perspective together with quantitative tools. Some relevant managerial implications derive from the proposed model. With it, actors involved in territorial networks enhance their capabilities to know their specific network position and their contribution to creativity generation. It leads to a more acknowledged development of network relations, where actors increase their capabilities to shape a set of activities and resources to share within the network in order to strengthen creativity. The empirical research refers to the territories of Florence and Paris, which historically have been distinguished by creativity. In both territories, potential network mobilizers have been identified by the authors. Through the perceptions of these network mobilizers, project networks with potential implications for the Florentine and Parisian territories have been discovered and investigated. These project networks have been individually recreated based on the network picture (Ford & Redwood, 2005) outlined by these same mobilizers. The methodology is based on face-to-face in-depth interviews with 10 potential network mobilizers. Amp;#x672c;文讨论的主题是从网络角度来看区域水平的创造性；其目的是提出一个创新的代表性创意区域网络模型，适合分析创意管理的过程。 其目的是用创造性内容确定特定区域网络，超越创意产业的界限 (Florida, 2000, 2002; Stolarick & Florida, 2005)。本文的方法是关注网络互动的创意内容，而不是分析创意产业中的参与者和区域的现象。(Cooke & Lazzeretti, 2008; Lazzeretti, Boix, & Capone, 2008)。 在模型中采用的角度是基于目标网络的结构 (Ramos & Ford, 2009)，也就是说一些参与者参与到网络中，实现特定的目标共享。为了识别以地域为基础的创造性的目标网络，作者利用网络动员的概念 (Mouzas & Naudé, 2007)，也就是把特别的参与者假定为网络活化剂的位置，通过活动和资源的动员过程。 相关管理影响来自于所提出的模型。参与者参与到区域网络中提高能力，从而了解他们特定网络位置和他们的贡献。它得出一个更受认可的网络关系发展，参与者提高他们的能力去塑造一系列的活动和资源，从而为了强化创造力在网络内部分享。 本实证研究指的是在历史上就有着卓越创造力的佛罗伦萨和巴黎。在这两个区域中，作者确定了潜在的网络动员。通过这些网络动员目标网络发现了对佛罗伦萨和巴黎区域的亲在影响；这些目标网络已经基于网络图片单独重建 (Ford & Redwood, 2005)，概述了相同的动员。该方法是面对面的深入访谈10位潜在的网络动员。通过网络动员的感知，15个目标网络被发现对佛罗里达和巴黎区域有着潜在的影响。

The relationship between the territory and fashion events: The case of Florence and Pitti Immagine fashion fairs

Abstract The aim of this paper is to analyze the relationship between fashion events and the territory where they take place, focusing on how this relationship can also affect fashion consumers’ behavior. History and culture, together with creativity and innovation, represent the distinctive traits of global fashion cities; at the same time, these characteristics are the basis of the fashion industry, which combines past, present and future in a constant state of renewal. On the empirical side, using a qualitative methodology, the research presents a case study, investigating the relationship between the city of Florence and its most important fashion events, Pitti Immagine fairs. Main findings show the distinctive elements of these events, highlighting the strong synergy and the mutual influence between Pitti Immagine fashion events and the territory of Florence. In terms of managerial implications, the authors suggest the existence of a mutual effect between the Florentine city and Pitti Immagine, both in terms of enhancement of the reputation and in terms of influence on fashion consumers’ behavior, acting in this territory.

An Intercultural Comparison of the Perception of Luxury by Young Consumers

Recently, has there been a change in the perception of luxury: from an elitist concept to a consideration of luxury as a many-faceted issue [3], [10]. In the last few years, it has become clear that luxury consumption is open to different kinds of consumers, and that it therefore contributes to defining differentiated identities.

Relazioni tra brand e punto vendita per lo sviluppo di nuovi mercati per le imprese italiane della moda

Questo articolo ha per scopo verificare la consistenza e le caratteristiche del processo di sviluppo internazionale delle marche italiane del sistema moda attraverso operazioni compiute su punti vendita nei mercati esteri ed in particolare in quelli emergenti. Sono presi in esame i principali fattori di specificita delle imprese italiane della moda e l’evoluzione della situazione competitiva attraverso l’analisi di dati aggregati e l’andamento dei prezzi dei prodotti e della posizione competitiva delle imprese nazionali. I risultati di ricerca presentati mettono in evidenza il mutamento della posizione competitiva del sistema moda italiano e la risposta delle imprese attraverso un potenziamento del ruolo del canale diretto a sostegno della marca e per una gestione diretta della sua presenza sui mercati internazionali. Viene offerta evidenza di come i paesi emergenti risultino oggetto di attenzione come mercato di sbocco e non solo come luogo di produzione. La diffusione delle politiche di investimento nei punti vendita diretti interessa un ampio numero di marche e risulta essere una modalita di crescita internazionale che integra le forme piu tradizionali di esportazione.

The paradox of odd-even price in fashion luxury sector: Empirical evidence from an international direct observation of luxury stores

ABSTRACT Price has always had a key role in the luxury fashion market, because high prices are linked to the uniqueness and the prestige of luxury products and brands. Because of this direct contribution of price to the luxury essence, scholars have partially neglected the possible existence of unintuitive and controversial pricing strategies followed by luxury firms. This article deals with this literature gap, particularly analyzing a specific pricing strategy that seems to be in contrast with the nature of luxury pricing: the odd-even price (OEP). With the direct observation of physical and digital store windows of 20 luxury brands, this research investigates the role of OEP in the fashion luxury sector. Particularly, this work examines the relationship between the OEP strategy and the luxury level of fashion brands considering both offline and online channels.

Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector.

The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. From a theoretical point of view, human personality, brand personality, store personality, congruence and attachment constructs are considered. From an empirical point of view, the paper presents the results of a quantitative primary research run on a sample young people “luxury experienced” from 10 countries. The empirical research considers specifically 6 luxury brands. In term of results this paper presents the validation of the personality congruence measurement scale proposed by the authors; furthermore the research highlights the existence of a correlation between personality congruence and brand attachment.

Luxury SMEs Networks

As is known, the concept of luxury is characterised by a multidimensional structure of meanings particularly difficult to define (see Brioschi 2000 [14], Aiello & Donvito 2006 [3]; Wiedmann et al 2009 [100]). Nevertheless, common elements in the various theoretical positions can be found in the concepts of heritage also linked to a specific territory, exclusivity, uniqueness, high price and aesthetic value. In fact, luxury and luxury products are often the result of production processes that require artistic-craft skills and instruments that are difficult to replicate and strongly rooted in a specific area of origin.

Creativity and passion between global branding and country of origin roots

This special issue of the Journal of Global Scholars of Marketing Science, “Creativity and Passion between Global Branding and Country of Origin Roots”, includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012 Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider recent issues in marketing theory, research, and practice which are of interest for marketing scholars and readers around the globe. Special issue topics embrace brand–consumer relationships in a global environment, country-of-origin impact on business-to-consumer and business-to-business markets, and creativity at the territorial level from a network perspective.