Author
Daniele Scarpi
Bio: Daniele Scarpi is an academic researcher from University of Bologna. The author has contributed to research in topics: Loyalty & Construal level theory. The author has an hindex of 16, co-authored 44 publications receiving 908 citations.
Topics: Loyalty, Construal level theory, Marketing, The Internet, Business
Papers published on a yearly basis
Papers
More filters
TL;DR: In this paper, the effects of consumers' hedonic and utilitarian orientation online on price consciousness, frequency of purchase, purchased amount, intention to re-patronize a Web site and expertise with the Internet were investigated.
145 citations
TL;DR: In this paper, the authors analyse the relation between hedonic/utilitarian shopping behavior and a number of key variables, such as store loyalty, perceived value, purchase frequency, money spent, price consciousness, age and gender.
Abstract: Purpose – The purpose of this paper is to analyse the relation between hedonic/utilitarian shopping behaviour and a number of key variables, such as store loyalty, perceived value, purchase frequency, money spent, price consciousness, age and gender. The paper aims to provide useful managerial implications for managers of fashion specialty shops.Design/methodology/approach – Factor analysis, analysis of variance and structural equation model, depending on the nature of the considered variables, their theoretical robustness, background and potential implications. Data collected by means of a questionnaire in a natural setting; sample size of 300 respondents.Findings – Provides information about the effects of hedonic and utilitarian behaviour, indicating which variable is affected and how, and suggesting that playfulness pays back, but is not predetermined by gender or age.Research limitations/implications – Fashion stores for apparel have been considered only: further research could consider also differen...
133 citations
TL;DR: In this article, the consequences of shopping for fun or for need on word-of-mouth (WOM), intentional loyalty, and price consciousness directly comparing the offline and online settings are investigated.
132 citations
TL;DR: It is found that VR has a negative impact on satisfaction that is moderated by perceived assortment size, and that VR elicits both utilitarianism and hedonism, which mediate the impact of the channel on store satisfaction differently but equally.
115 citations
01 Jan 2009
TL;DR: In this article, the causal relationship between brand community identification, brand affect, community loyalty, brand loyalty, evangelism, and community evangelism is investigated in online brand communities for newly hybridized roses, and the analysis considers size as a moderator for the relationships between constructs, comparing small and large web-based brand communities.
Abstract: We investigate the causal relationship between brand community identification, brand affect, community loyalty, brand loyalty, brand evangelism, and community evangelism, developing a structural equation model set within the context of online brand communities for newly hybridized roses. The analysis considers size as a moderator for the relationships between constructs, comparing small and large web-based brand communities. Findings highlight that small communities operate differently from larger ones with regard to numerous aspects, and possess specific strengths and weaknesses. Members of small communities develop higher community loyalty; brand loyalty in small community stems more from community loyalty than from brand affect; small communities engage in word of mouth for the community more than in word of mouth for the brand. Managerial implications are addressed.
105 citations
Cited by
More filters
TL;DR: In this paper, a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions is analyzed in three different social media contexts, including cognitive processing, affection, and activation.
1,863 citations
Posted Content•
TL;DR: F fuzzy sets allow a far richer dialogue between ideas and evidence in social research than previously possible, and can be carefully tailored to fit evolving theoretical concepts, sharpening quantitative tools with in-depth knowledge gained through qualitative, case-oriented inquiry.
Abstract: In this innovative approach to the practice of social science, Charles Ragin explores the use of fuzzy sets to bridge the divide between quantitative and qualitative methods. Paradoxically, the fuzzy set is a powerful tool because it replaces an unwieldy, "fuzzy" instrument—the variable, which establishes only the positions of cases relative to each other, with a precise one—degree of membership in a well-defined set. Ragin argues that fuzzy sets allow a far richer dialogue between ideas and evidence in social research than previously possible. They let quantitative researchers abandon "homogenizing assumptions" about cases and causes, they extend diversity-oriented research strategies, and they provide a powerful connection between theory and data analysis. Most important, fuzzy sets can be carefully tailored to fit evolving theoretical concepts, sharpening quantitative tools with in-depth knowledge gained through qualitative, case-oriented inquiry. This book will revolutionize research methods not only in sociology, political science, and anthropology but in any field of inquiry dealing with complex patterns of causation.
1,828 citations
TL;DR: This article used parasocial interaction (PSI) theory as a theoretical lens for designing successful social media strategies and found that consumers feel more connected with the brand when they are aware of the possibility that the brand's social media response may be automated.
533 citations
TL;DR: In this article, the role of social media content in facilitating engagement behavior within a social media context is discussed. But, theoretically based guidance concerning marketing practice and engagement in new media social networks is limited.
Abstract: The proliferation of social media platforms and corresponding consumer adoption in recent years has precipitated a paradigm shift, significantly altering the ways customers engage with brands. Organisations recognise the social and network value of engagement within social media, and practitioners are endeavouring to build engagement through their social media content. However, theoretically based academic guidance concerning marketing practice and engagement in new media social networks is limited. This article provides a theoretical model to explicate the role of social media content in facilitating engagement behaviour within a social media context. Based on uses and gratifications theory, it provides a model for how an organisation can stimulate positively valenced engagement behaviour through social media and dissuade negatively valenced engagement behaviour in this forum. A typology of social media engagement behaviour is proposed and a series of hypotheses exploring the relationships between social...
394 citations
TL;DR: The authors aim to synthesize the challenges that retailers are facing during the COVID-19 emergency from the perspective of both consumers and managers, with the goal of providing guidelines on and examples of how retailers can handle this unprecedented situation.
384 citations