Gianluigi Guido

Determinants of purchasing intention for fashion luxury goods in the Italian market

Purpose – The purpose of this paper is to investigate the latent determinants of the purchasing intention for fashion luxury goods.Design/methodology/approach – A total of 40 in‐depth interviews were conducted with Italian customers in a fashion luxury goods store in Italy. Qualitative research was employed in data collection using the laddering technique and the means‐end chain (MEC) analysis.Findings – Results showed that consumers buy luxury fashion goods mainly to match their lifestyle, thus satisfying their inner drives. The hierarchical value map resulting from the data collection and elaboration demonstrates that self‐confidence and self‐fulfillment are the main hidden final values when buying and consuming luxury goods. Implications for marketers are related to tailoring products, brand values and communication messages to the subjective, self‐rewarding and “internalized” consumption sought after by consumers.Originality/value – The contribution of the paper is based on the use of the laddering te...

Externalised vs. internalised consumption of luxury goods: propositions and implications for luxury retail marketing

This study conceptualises the dichotomy of luxury goods consumption (‘externalised luxury’ vs. ‘internalised luxury’) in terms of six dimensions: on the one hand ostentation, materialism and superfluousness (which refer to luxury as a social statement) and, on the other hand individual lifestyle, emotions/hedonism and culture (which refer to luxury as individual style). Through this literary framework, it presents a series of propositions that might be tested in future research, one for each dimension, about retail strategies and operations for fashion luxury brands. Implications for retail managers of luxury companies are discussed for each proposition, considering the main aspects of retailing strategies and tools (e.g. assortment, sales force, in-store experience and atmospherics) together with possible theoretical developments.

Experimental shopping analysis of consumer stimulation and motivational states in shopping experiences

The present research investigates the roles of both the individual reaction to environmental stimuli and personality characteristics in consumers’ pursuit of hedonic and/or utilitarian shopping values. The individual reaction to environmental stimuli is operationalised by two closely related measures: the optimal stimulation level (OSL), concerning the level of external stimulation with which an individual feels comfortable, and the arousability, concerning the rate with which the internal stimulation (i.e. the arousal) level of an individual changes in response to a sudden increase (or decrease) in the environmental stimulation. Results from an experimental study showed, first, that these two constructs (OSL and arousability) are positively correlated with those personality traits (i.e. Agreeableness and Openness to Experience, according to the Big Five-Factor mode (see Digman 1990)) mostly associated with the hedonic shopping value. Second, drawing on Reversal Theory (see Apter 1989), results showed that paratelic individuals (i.e. those who are interested in the shopping activity itself) have higher OSL and arousability than telic individuals (those who are interested in shopping outcomes, such as the purchase of specific products). These motivational states, in turn, are differently related to the two shopping values (i.e. hedonic vs utilitarian). Theoretical and practical implications for marketing are discussed.

Consumers' perception of odd‐ending prices with the introduction of the Euro

This paper analyzes: the psychological effects that the introduction of the Euro in Italy has on consumers; and their perception of Euro odd prices, that is those prices that fall just below a round number. The aim is to provide some answers to an important question for retailers: How profitable is using odd prices expressed in Euros instead of in the old currency? Results show that consumers, sometimes, prefer round prices rather than odd‐ending ones, although the latter elicits a discounted‐price image more than the corresponding round one. Moreover, consumers tend to underestimate odd prices during perception and to convert them into Lire through an approximation heuristic strategy. In certain choice sets, odd prices are likely to affect the consumers’ heuristics.

Targeting direct marketing campaigns by neural networks

Abstract Market-oriented companies increasingly aim at maximising the return of targeted direct marketing campaigns, rather than trying to reach customers and prospects indistinctly, according to a mass marketing approach. The profitability of direct marketing campaigns depends on a detailed definition of prospects and an accurate prediction of the response rate. This study shows how the use of Artificial Neural Networks (ANNs) can improve the effectiveness of direct mail marketing campaigns thanks to a better prediction of the response rate for subjects included in the target population according to factors that are believed to have an impact on their purchase intention. Results show the effectiveness of ANNs – in comparison with multiple regression analysis and logistic regression analysis – in identifying complex relationships among the data, and particularly in profiling customers and prospects and anticipating their behaviour.

What U.S. Marketers Should Consider in Planning a Pan‐European Approach

Examines the implications for US firms of the completion of the EC single market in 1992. Considers the nature of the EC market, social groups to target in a Pan‐European approach, and product, promotion, pricing and distribution strategies. Concludes that success in the European market depends on speed of response and ability to reduce prices.

The dominant rationality of local stakeholder networks: The case of a southern Italian province

This study examines the level of interconnectedness and the relational power of stakeholders operating in four local territorial systems (LTSs) localized in a southern Italian province. Such an analysis allows for the determination of the dominant rationality of each LTS, i.e. the pattern of distribution of decision-making power among its stakeholders and hence the extent to which each of them is capable of influencing local governance processes. In all four LTS, public institutions are revealed to be endowed with higher relational power than the other stakeholders. The dominant rationality of each LTS and policy implications deriving from results are discussed.

Perceived images and vocations of local territorial systems: implications for place branding strategies

Purpose – This paper aims to assess the extent to which the perceived images and personalities of places mirror their prevalent production orientations, or “vocations”. It also investigates the factors that shape the expectations and desires of residents, tourists, local firms and export markets, as well as these users’ overall place experience. Design/methodology/approach – In all, 600 questionnaires containing both closed-ended and open-ended questions were administered in four local territorial systems (LTSs) of a Southern Italian province. Data were analyzed by using both quantitative and qualitative techniques. Findings – Results showed that place image mirrors the respective productive orientation for only one of the examined LTSs. Meanwhile, for all four LTSs, place image was congruent with place personality. Research limitations/implications – The generalizability of the results is limited, as the research focused on LTSs located in a specific geographical area. Practical implications – The paper ...

Consumer Hypnotic-Like Suggestibility: Possible Mechanism in Compulsive Purchasing

The authors hypothesize a concept, Consumer Hypnotic-Like Suggestibility (CHLS), defined as an altered state of consciousness, as a state causing a tendency to respond positively to messages aimed at inducing consumers to make unplanned purchases. This study aims to investigate the associations of CHLS with interpersonal variables and compulsive purchasing—a frequent and uncontrollable preoccupation with buying or impulses to buy. A study was conducted on a sample of 232 subjects (n = 111 men; M age = 41 yr.), through the administration of a questionnaire, which measured: CHLS, compulsive purchasing, consumer susceptibility to interpersonal influence (the necessity to enhance ones image in the opinion of others through the consumption of products), and consumer atmospherics, i.e., environmental stimuli known to influence purchasing decisions. Modeling and mediation analyses suggested that internal and external drivers—Consumer Susceptibility to Interpersonal Influence and atmospherics—are positively related to CHLS which affects compulsive purchasing.

Iconic Art Infusion in Luxury Retail Strategies: Unveiling the Potential

ABSTRACT This research investigates art infusion, a phenomenon in which artistic elements contribute to enhance the perceived value of consumer goods, in the retailing sector. An experiment conducted with 188 consumers suggests that individuals with high dispositional greed are more interested in shopping in luxury stores that promote products through artworks representative of an artist’s iconic, that is, most recognizable, style. Results show that greed determines consumers’ store preference through an externalized luxury tendency, that is a tendency to purchase luxury goods to show off social status. Such an effect proved to be stronger for extroverted than for introverted consumers.