Agri-food collective brands are the outcome of long institutional and normative certification paths and aim to guarantee the preservation of tradition and to assert the unicity of products, depending on the area where they are produced or on the origin of their components. Because of their nature, they can be considered as institutional guarantee of goods’ quality standard or of country/region of origin and, more important, they can be considered as instruments to reinforce and better communicate local and traditional products. Because of their potential ability to enhance product uniqueness perception, collective brands could be a powerful tool to preserve and reinforce firm market positioning: indeed, strong positive associations between products and places can highly support marketing success. This paper aims to test how awareness about collective brands impact on consumer intention to buy. More specifically, an empirical study has been carried out on 198 Italian wine consumers, that has been asked to describe their knowledge about wine, their wine consumption patterns, their attitude towards wine consumption, their commitment with the product and their intention to buy collective branded or generic branded wine. Respondents have also been distinguished on the basis of weak, medium or strong associations they were able to elicit about collective brands. Preliminary results show collective brands are preferred in social consumption contexts, as they probably guarantee good product performance and therefore social approval. Moreover, buying intention of consumers with strong associations are mainly driven by emotional judgment, whereas cognitive judgment prevail when consumers show weak collective brands associations.

Collective Brands and Intention to Buy: A Preliminary Study on Wine Consumption / Tedeschi, Marcello; Martini, Maria Cristiana; Galli, Giovanna. - In: JOURNAL OF EMERGING TRENDS IN MARKETING AND MANAGEMENT. - ISSN 2537-5865. - (2018), pp. 176-184. ((Intervento presentato al convegno Emerging Trends in Marketing and Management tenutosi a Bucharest, Romania nel September 27th-29th, 2018.

Collective Brands and Intention to Buy: A Preliminary Study on Wine Consumption

Marcello TEDESCHI;Maria Cristiana MARTINI;Giovanna GALLI
2018

Abstract

Agri-food collective brands are the outcome of long institutional and normative certification paths and aim to guarantee the preservation of tradition and to assert the unicity of products, depending on the area where they are produced or on the origin of their components. Because of their nature, they can be considered as institutional guarantee of goods’ quality standard or of country/region of origin and, more important, they can be considered as instruments to reinforce and better communicate local and traditional products. Because of their potential ability to enhance product uniqueness perception, collective brands could be a powerful tool to preserve and reinforce firm market positioning: indeed, strong positive associations between products and places can highly support marketing success. This paper aims to test how awareness about collective brands impact on consumer intention to buy. More specifically, an empirical study has been carried out on 198 Italian wine consumers, that has been asked to describe their knowledge about wine, their wine consumption patterns, their attitude towards wine consumption, their commitment with the product and their intention to buy collective branded or generic branded wine. Respondents have also been distinguished on the basis of weak, medium or strong associations they were able to elicit about collective brands. Preliminary results show collective brands are preferred in social consumption contexts, as they probably guarantee good product performance and therefore social approval. Moreover, buying intention of consumers with strong associations are mainly driven by emotional judgment, whereas cognitive judgment prevail when consumers show weak collective brands associations.
176
184
Collective Brands and Intention to Buy: A Preliminary Study on Wine Consumption / Tedeschi, Marcello; Martini, Maria Cristiana; Galli, Giovanna. - In: JOURNAL OF EMERGING TRENDS IN MARKETING AND MANAGEMENT. - ISSN 2537-5865. - (2018), pp. 176-184. ((Intervento presentato al convegno Emerging Trends in Marketing and Management tenutosi a Bucharest, Romania nel September 27th-29th, 2018.
Tedeschi, Marcello; Martini, Maria Cristiana; Galli, Giovanna
File in questo prodotto:
File Dimensione Formato  
ETIMM_V01_2018-176-184.pdf

non disponibili

Descrizione: Articolo - estratto pdf
Tipologia: Post-print dell'autore (bozza post referaggio)
Dimensione 484.78 kB
Formato Adobe PDF
484.78 kB Adobe PDF   Visualizza/Apri   Richiedi una copia
Pubblicazioni consigliate

Caricamento pubblicazioni consigliate

Licenza Creative Commons
I metadati presenti in IRIS UNIMORE sono rilasciati con licenza Creative Commons CC0 1.0 Universal, mentre i file delle pubblicazioni sono rilasciati con licenza Attribuzione 4.0 Internazionale (CC BY 4.0), salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11380/1169224
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact