Objectives. the objective of the present work is to deeply analyse the experiential dimension of the innovative sales format and website dedicated to the promo-commercialisation of the typical agrofood products, particularly representative of their place of origin (cd. brand-land relation). Methodology. with the aim to verify the hypothesis of research, we use a model already created and tested, which considers (through the adoption of the focus group techniques, too) the analysis of the consumers’ perception of the experiential aspects in the communication strategies implemented by the best practices examined (Consortia: Chianti Classico, Parmigiano Reggiano, Parma Ham) in both the website and in the store (for the latter, there will be analised and tested the structural and experiential elements useful for the creation of a concept store for the “Made in Salento” products). Findings. the analysis permitted to identify the key elements to hand over both the experiential dimension and the brand-land relation of the typical agrofood products, to provide an emotional offline and online communication of them. Research Limits. even if the research uses a benchmarking technique, it focuses on a specific case study; so, the generalisation of the outcomes could be possible with an extension of the analysis. Practical implications. this work is part of a research project in which are involved several firms of the agrofood sector; with them it has been possible to share and improve some of the results obtained, which will likely facilitate the implementation of good communicational practices. Originality of the study. the marketing literature on the experiential dimension applied to the website tool is still lacking; for this reason, this work could stimulate future in-depth analysis, referring to the proposed model in addition.

Experiential marketing per il brand-land dei prodotti tipici: diventare marchio comunicando il territorio

IAIA L.
;
2014

Abstract

Objectives. the objective of the present work is to deeply analyse the experiential dimension of the innovative sales format and website dedicated to the promo-commercialisation of the typical agrofood products, particularly representative of their place of origin (cd. brand-land relation). Methodology. with the aim to verify the hypothesis of research, we use a model already created and tested, which considers (through the adoption of the focus group techniques, too) the analysis of the consumers’ perception of the experiential aspects in the communication strategies implemented by the best practices examined (Consortia: Chianti Classico, Parmigiano Reggiano, Parma Ham) in both the website and in the store (for the latter, there will be analised and tested the structural and experiential elements useful for the creation of a concept store for the “Made in Salento” products). Findings. the analysis permitted to identify the key elements to hand over both the experiential dimension and the brand-land relation of the typical agrofood products, to provide an emotional offline and online communication of them. Research Limits. even if the research uses a benchmarking technique, it focuses on a specific case study; so, the generalisation of the outcomes could be possible with an extension of the analysis. Practical implications. this work is part of a research project in which are involved several firms of the agrofood sector; with them it has been possible to share and improve some of the results obtained, which will likely facilitate the implementation of good communicational practices. Originality of the study. the marketing literature on the experiential dimension applied to the website tool is still lacking; for this reason, this work could stimulate future in-depth analysis, referring to the proposed model in addition.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11564/692867
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