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QR code is an important pull technology tool that has increased exponentially worldwide. Although its usefulness for marketers has been widely recognised, little is known about the type of message ...

This paper aims to understand how user-generated content (UGC) affects the process of place branding by identifying the main associations of various actors related to London and Florence, both traditionally linked to the fashion industry. In particular, this study focuses on fashion as a city image component that contributes to the construction of the image of London and Florence. This research applies a content analysis of visual information (pictures) and textual information (hashtags) available on social networks (i.e. Instagram), typing the hashtags #London and #Florence, to reconstruct the brand image of these two cities. As the recent literature has argued for brands or products, even for places and cities, it is important to monitor the perceived city brand image resulting from the overall online experience, especially on social media. This paper is one of the first to apply content analysis on Instagram in relation to city branding, where the core of communication is based on images. Therefore, in contrast to previous studies, this work principally focuses on visual communication, as a form of textual paralanguage communication, for the construction of a city image for London and Florence.

This special issue was jointly conceived together with the 2015 Global Fashion Management Conference at Florence entitled “Renaissance of Marketing and Management in Fashion” organized by t...

The aim of this paper is to analyze the relationship between fashion events and the territory where they take place, focusing on how this relationship can also affect fashion consumers’ behavior. History and culture, together with creativity and innovation, represent the distinctive traits of global fashion cities; at the same time, these characteristics are the basis of the fashion industry, which combines past, present and future in a constant state of renewal. On the empirical side, using a qualitative methodology, the research presents a case study, investigating the relationship between the city of Florence and its most important fashion events, Pitti Immagine fairs. Main findings show the distinctive elements of these events, highlighting the strong synergy and the mutual influence between Pitti Immagine fashion events and the territory of Florence. In terms of managerial implications, the authors suggest the existence of a mutual effect between the Florentine city and Pitti Immagine, both i...

The aim of this paper is to analyze how Made in Italy products are retailed in the international markets. The research investigates the level of coherence between Italy country image and the image of the stores where Italian brands are sold abroad; the focus is about the internationalization process of Italian firms producing and distributing high value goods in the fashion, furniture, food sectors with an explicit Italian Country-of-Origin (COO). The existent literature has considered and analyzed the relationships between Brand and COO and its effect on consumers' perceptions and behavior. However, less attention has been devoted in the understanding of the interaction between COO and point of sales. On the empirical side, using an observational methodology, the research investigates nine mono-brand and multi-brand retail stores in three international markets (France, Russia and The United Kingdom). Main findings show various degrees of the coherence level between the point of sales and Italian country ...

This special section, “Italian Fashion Case Study”, is part of the Global Fashion Landscape project initiated by the Global Alliance of Marketing & Management Associations. Researchers and business leaders aspire to understand current trends, types and characteristics and their application to consumer behavior in leading fashion cities. Understanding consumer behavior in those major global fashion cities will affect the success of the fashion business in the future. The current special section shows the relevance of the link between fashion cities and fashion brands. It provides the opportunity for marketing scholars to investigate the transfer of culture and heritage of a city in the perception of fashion brands through different points of view. Undeniably, the reputation of a city and of the street where a store or a museum is located could influence fashion brands’ identity.

This special issue of the Journal of Global Scholars of Marketing Science, “Creativity and Passion between Global Branding and Country of Origin Roots”, includes five articles selected from papers presented during the IMTC/KSMS Joint Symposium 2012 Global Marketing Conference held from 19 to 22 July 2012. The articles in this special issue consider recent issues in marketing theory, research, and practice which are of interest for marketing scholars and readers around the globe. Special issue topics embrace brand–consumer relationships in a global environment, country-of-origin impact on business-to-consumer and business-to-business markets, and creativity at the territorial level from a network perspective.

This article addresses the topic of creativity at the geographic territory level from a network perspective. Its objective is to propose an innovative representational model of creative networks in geographical territories that is suitable for analyzing the process of the management of creativity.This model aims to go beyond the boundaries of the creative industries (Florida, 2002; Stolarick & Florida, 2005) by identifying specific territorial networks with creative content. The new perspective adopted is based on the construction of project networks (Ramos & Ford, 2009). In order to identify territorially-based creative project networks, the authors utilize the concept of the network mobilizer (Mouzas & Naude, 2007).Some managerial implications derive from the proposed model. With it, actors involved in territorial networks enhance their capabilities to know their network position and their contribution to creativity generation.The empirical research involves the territories of Florence and Paris, which ...

As leisure time is extended, the time that consumers spend at one shopping space increases, and complex shopping malls are taking center stage as a new type of retail venue, channeling family-focused shopping culture by allowing, the whole family to enjoy themselves at the same time in a space with both shopping space and entertainment facilities. With their new combination of traditional retail activities with entertainment elements, these complex shopping malls satisfy a variety of consumer’ needs, changing buying patterns, in the competitive distribution market. Complex shopping malls are evolving into a living space that offers goods, service, entertainment facilities, and a variety of experiences. Companies have been increasingly employing SNS as a new marketing communication tool. Companies can appeal to consumers and cut marketing costs through use of SNS. Companies use SNS as an important means of marketing to form, keep, and develop relations with consumers. These social network service ...