Papers by Daniela Andreini
Management Decision, 2014
Industrial Marketing Management, 2015
ABSTRACT The role of attachment as a driver of industrial brand loyalty has largely been investig... more ABSTRACT The role of attachment as a driver of industrial brand loyalty has largely been investigated at the inter-organizational level, while there is a notable lack of studies on industrial buyers' attachment to industrial brands and products. By researching an empirical setting in which buyers have first-person experience of product use, this study proposes the existence of brand attachment and product attachment in an industrial context and tests their influence on brand loyalty based on the results of a survey of 317 owner-operators of heavy trucks. Findings suggest that while brand attachment positively and directly influences brand loyalty, product attachment indirectly drives brand loyalty through the mediating effects of brand attachment. Product irreplaceability, however, was found to be a direct driver of brand loyalty. The current research also proposes tests to measure the relationship between the constructs of brand attachment and product attachment. This research has several managerial and theoretical implications indicating that paying attention to the emotional meanings of industrial brands and products is warranted, as are further studies on the application of attachment in industrial marketing.
Religion is considered a cornerstone of business ethics, yet the values held dear by a religion, ... more Religion is considered a cornerstone of business ethics, yet the values held dear by a religion, when professed by business organizations serving heterogeneous market segments in secularized societies, can generate conflict and resistance. In this paper, we report findings from a study of stakeholder reactions to the renaming of an Italian public hospital. After the construction of new facilities, the hospital was renamed for the recently canonized Roman Catholic Pope John XXIII. Contrary to expectations, we found no evidence of public criticism surrounding the name change. A fine-grained analysis of a sample of 734 respondents belonging to different stakeholder groups revealed that consumers (patients and citizens) predominantly supported the name change, while employees were often critical and concerned about possible religious influences on medical practice and scientific research. Moving beyond our empirical setting, we propose a process model of brand-religion alignment inspired by McCracken’s (1986) meaning transfer model, which considers both the alignment process and its reception by relevant audiences. The study also presents managerial implications useful for those brand managers who wish to create effective, respectful links with religion.
This paper intends to gather some evidences on how sponsorship effectiveness is positively or neg... more This paper intends to gather some evidences on how sponsorship effectiveness is positively or negatively affected by the choice of focusing on niche communities (the Long Tail Communities), i.e. whether in niche communities there are differences in the members' brand perception between online and offline sponsors. The preliminary results demonstrate how the explanatory power of the involved variables differs in the case of online and offline sponsors supporting long tail communities.
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Papers by Daniela Andreini