Giuseppe Bertoli

Corporate museums and brand authenticity: Explorative research of the Gucci Museo

Abstract In this paper we explore the role played by a fashion company’s museum as a driver of brand authenticity. The museum could offer to its visitors a holistic view of the brand’s original culture and values, in a synthesis that integrates past and present, reinforcing the visitors’ connection to the brand. Drawing on the existing literature, this paper explores the attributes that, according to the objective and subjective dimensions of brand authenticity, characterize the role of corporate museums in the individual quest of authentic brands. Furthermore, in addition to the objective and subjective dimensions, the paper aims to understand how the brand’s authentication tools (pioneering, protagonist in history, stylistic continuity, geographic roots, personalization and characterization) may have been influenced by the perceptions of authenticity that the museum has preserved. Finally, according to the self-expressive dimension of brand authenticity, the paper explores how the brand’s authentication tools may have been influenced by the perceptions of authenticity of visit experience. This paper will focus on the museum created by Gucci. After a synthetic overview of the literature on brand authenticity, the methodology of explorative research will be explained, and finally the results obtained will be presented.

Celebrity endorsement, brand extension, brand loyalty

Obiettivo del paper : l’articolo si prefigge di indagare l’effetto che il celebrity fit (ossia la consonanza fra la marca e il personaggio famoso utilizzato nella comunicazione pubblicitaria a sostegno di tale brand) puo esercitare sulla fedelta dei consumatori nei confronti di una marca protagonista di un’estensione. Metodologia : l’analisi si basa su una sperimentazione, condotta con riferimento a una nota marca operante nel settore del lusso, che ha coinvolto un campione di 130 consumatori possessori di tale marca. Risultati : oltre a confermare la criticita del concetto di consonanza percettiva, dall’analisi svolta emerge la rilevanza di una nuova tipologia di fit (quello fra marca e celebrita), in grado di agire sulla fedelta alla marca sia direttamente sia mediante effetti di moderazione. Limiti della ricerca : il lavoro presenta i consueti limiti delle indagini sperimentali. Implicazioni manageriali : la tipologia di consonanza esaminata assume particolare rilevanza, in quanto in grado di attenuare i vincoli derivanti dalla natura delle categorie di prodotto coinvolte nella strategia di brand extension. Originalita del lavoro : il tema affrontato, sul quale non risulta letteratura specifica, contribuisce ad arricchire la letteratura sulle strategie di estensione della marca. Parole chiave: marca; estensione della marca; testimonial; consonanza

Brand between Global Standardization and Local Resonance: Cif in Brazil

The growing globalization of markets requires brands to face the challenge of internationalization. In this paper, we address firstly the issue related to the branding strategies that firms could implement considering the diversity of the geographic markets in the world. In essence, these strategies originate from the decision: a) to adopt a pure global approach, addressing consumers who present a substantial homogeneity in terms of culture, tastes and lifestyles; b) to highlight local differences, targeting an increasing variety of segments, in line with the number of countries where the brand is present. On this basis, we then focus on a case study concerning the strategy implemented by Unilever to improve the market share of Cif brand in the Brazilian Household Cleaners market, which is the fourth biggest in the world. In conclusion, we outline some considerations regarding the development of a «strong» brand internationally.

L'impatto degli stimoli artistici e musicali sulle percezioni del consumatore

In marketing literature, many studies focused on the effects of sensory stimulation on consumer perceptions and product evaluations. This paper investigates the role of sight and hearing, referring to art and, more precisely, to painting and music. The aim of the paper is to understand the influence of these stimuli on product perception when paint and music are combined. Moreover, the aim of the research is to understand how the visual and the auditive stimuli influence product perception and to test their interaction. The empirical analysis is based on an experiment using a consumer good and four sensory stimuli - two visual (a paint and a picture) and two musical (two tracks evocating different moods) - supporting the product.

Cobranding e strategie di estensione: alcune evidenze sperimentali

The paper summarizes the main results of two studies, focused on the contribution of co-branding to the success of a brand extension strategy. Among the risks of brand extension, there is also the one to stimulate a reaction of counterextension by competitors. Previous research showed that co-branding can reduce this risk. Starting form this evidence, the first study analyzes how product fit and brand fit of a cobranded extension may influence the consumers evaluation of counterextension. As for brand extension, research on the success of new co-branded products showed the importance of perceptual fit, between both product categories (product fit) and the images of the brands involved in the agreement (brand fit or image congruity). Other aspects require, however, a deeper evaluation. In this line of research, the second study investigates the impact of a particular feature of the hosting brand: the dominance, as intensity of the association between that brand and its original product category.