Digitization and the growing importance of online environments require specific approaches for analyzing and managing e-brands. With a focus on pure players websites, the aim of our study is to analyze the main determinants of users e-brand attitudes. In doing so, our study considers three key variables relating to e-brand attitudes: interactivity, personalization and e-trust. A quantitative empirical study was conducted, and data were analyzed using structural equation modeling. The results show that the key determinants of user attitudes toward e-brands are interactivity (indirect) and personalization (direct). To a lesser extent, e-trust is a factor that has a significant effect on e-brand attitudes. Furthermore, it is the interrelationships among these constructs that are of particular interest. This study could serve both as a theoretical reference point for future research and as a managerial tool for the integrated evaluation of the multidimensional relationships among e-brand attitude key drivers. © 2012 Macmillan Publishers Ltd
Purpose of the paper. Due to the digital revolution, the agency-client relationship has become more complex. Fitting into the recent academic literature on this topic, this study aims to deepen and conceptualise the agency-client relationship evolution in Italy. We adopted a twofold perspective: (i) "transversal", to acquire the holistic vision of emerging issues of the new communication scenario and their consequent effects on the relational dynamics of agency-client for all the players (i.e., advertising and PR agency, media centre, digital agency) and (ii) "vertical", to better emphasise the specificities of each category of the agency.Methodology. Qualitative exploratory research was conducted based on indepth interviews (n=53) with senior consultants belonging to different categories of players within the communication network. The data were analysed using qualitative content analysis and the cognitive mapping technique. Findings. By adopting the communication partners perspective, two interpretative frameworks were developed with respect to (1) key emerging issues that define the new communication scenario and (2) consequent effects on the evolution of the agency-client relationship. Specific themes emerged in the relational dynamics of the agency's various categories.Research limits. This study shows the limits of qualitative research on the nonrepresentativeness of results.Practical implications. The holistic interpretation by the various actors of key issues that qualify the new scenario, along with the understanding of their consequent effects on agency-client relationships, could contribute to improving the performance of each player and, in this way, of the entire communication network.Originality of the paper. The study explores the agency-relationship evolution in Italy, a context that has still not been studied in-depth, while presenting relevant aspects of marketing communication. Additionally, the article proposes a twofold vision of the client-agency relationship evolution, i.e. "transversal" and "vertical", for the first time.
Obiettivi del paper: Il lavoro si propone di studiare le strategie di consumerbrand engagement (CBE), sviluppando un originale framework integrato, basato sui punti di vista dei player appartenenti a due categorie chiave del communication network: le imprese inserzioniste ('clicks-and-mortar' e 'pure play') e le agenzie di comunicazione (tradizionali e digitali).Metodologia: Seguendo un approccio esplorativo ed induttivo di tipo qualitativo abbiamo condotto 44 interviste in profondità a esperti di marketing e di comunicazione (consulenti e manager). I dati qualitativi sono stati analizzati attraverso un' analisi tematica del contenuto.Risultati: I risultati mostrano similarità e specificità nelle prospettive manageriali rispetto al CBE in relazione alla categoria di appartenenza e all' orientamento al digital degli intervistati.Limiti della ricerca: Questo paper non è esente da limiti, soprattutto legati alla natura qualitativa ed esplorativa del lavoro. I risultati non possono essere generalizzati.Implicazioni pratiche: I risultati offrono utili suggerimenti ai diversi attori studiati (imprese 'clicks-and-mortar' e 'pure play', agenzie tradizionali e digitali) per migliorare l' efficacia delle strategie di CBE.Originalità del paper: Le precedenti ricerche sul CBE si sono concentrate soprattutto sull' analisi del punto di vista del consumatore. Focalizzando l' attenzione sui differenti tipi di imprese e agenzie, il nostro studio rappresenta il primo contributo accademico che mira ad approfondire il punto di vista manageriale all'interno di un framework concettuale che integra i diversi temi chiave relativi allo sviluppo delle strategie di CBE.
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