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This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) studied by previous research. By mapping the DT literature in the area of marketing, 117 articles, published between 2014 and 2020, have been identified. Through the adoption of a content analysis process, a multi-dimensional framework synthesizing the DT and marketing binomial has been provided. Results identify two thematical patterns: the macro-themes, related to the main digital technologies adopted within the marketing function, and the micro-themes, related to the effect/impact of these technologies on marketing processes and activities. Concerning the micro-themes, findings show how they have mainly studied from the customer and business processes’ perspectives, thus identifying an interesting research gap related to the analysis of the DT-marketing phenomenon from the employees’ standpoint. Based on these results, the paper derives a research agenda by also providing theoretical and managerial implications. Theoretically, it is the first systematic and thematic review focused on DT and marketing. In particular, it analyses this binomial from a broad and comprehensive perspective, thus offering a synergistic framework of the existing literature, which allows an inclusive vision and understanding about the phenomenon. At the managerial level, the paper could help organizations to enhance their awareness about marketing areas and processes that could better benefit from digitalization, thus driving the overall transition of firms towards DT.

Purpose This paper aims to empirically test the influence of brand characteristics on brand addiction, as well as the consumers’ behaviors caused by this construct. Design/methodology/approach The paper adopts a Web-based self-completion survey by achieving a total of 529 completed surveys. Then, structural equation modeling has been employed by using SPSS AMOS. Findings Results highlighted how the brand characteristics of self-expressiveness, innovativeness and authenticity have a positive influence on brand addiction; brand addiction leads consumers to feel emotions of irritability and to adopt obsessive and compulsive behaviors toward the brand. Research limitations/implications Even if the choice of using a survey’s sample composed of students attending an Italian University ensures good internal validity of research (owing to the homogeneous character), the results are not generalizable (except for this population group). Practical implications The study identified two different spheres of brand addiction (one connected to the brand’s characteristics and the other to the consumers’ psychological-behavioral outcomes), along with possible strategies firms could adopt to strengthen the possibilities to transform their customers into addicted ones and to avoid/reduce the negative consequences deriving from brand addiction. Originality/value The paper provides a response to the call for more studies into the brand addiction analysis by empirically testing possible antecedents and outcomes, thus enriching the existing quantitative research focused on this concept.

PurposeThe COVID-19 has brought with it valuable opportunities for the retail sector. Notably, online channels have assumed a key role for businesses that can rely less on physical channels due to the pandemic's restrictions. Within this context, the study aims to identify the main antecedents leading to the formation of the male and female customers' continuance intention of using online food delivery services (OFDS) in the restaurant industry.Design/methodology/approachA web-based self-completion survey and a subsequent structural equation modelling have been employed on a sample of 360 participants.FindingsFindings reveal that perceived healthiness, quarantine procedures, perceived hygiene, perceived ease of app use and attitude significantly influence continuance intention. Moreover, the moderator analysis corroborates that male consumers' continuance intention is mainly influenced by perceived healthiness, quarantine procedures and perceived hygiene. Conversely, female customers' continuance intention is predicated on perceived healthiness and attitude.Research limitations/implicationsAlthough the adoption of a sample of young customers (18–29 years) guarantees good research internal validity, findings are not generalizable.Practical implicationsThe study provides valuable contributions for restaurants related to the (1) creation/management of their own OFDS platforms; (2) selection of the right third-party platforms.Originality/valueThe paper is one of the first studies examining the predictors impacting on customers' OFDS continuance intention in the COVID-19 context by also focusing on gender differences.

PurposeThe paper analyzes the effect of country of origin (COO) image, word-of-mouth (WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions (brand awareness/associations; perceived quality; brand loyalty) in the brewing sector.Design/methodology/approachA quantitative research has been conducted by adopting the survey technique and structural equation modeling based on a sample of 401 Italian beer consumers.FindingsResults corroborate a positive effect of (1) COO image and brand distinctiveness on brand awareness/associations, perceived quality and brand loyalty; (2) WOM on perceived quality and brand loyalty; (3) brand awareness/associations and brand loyalty on OBE. Findings also verify the mediating effects of the OBE dimensions on the relationships between the analyzed antecedents (COO image, WOM and brand distinctiveness) and OBE.Research limitations/implicationsAlthough the selection of a sample composed of Italian students guarantees good research internal validity, findings are not generalizable.Practical implicationsThe study offers valuable strategies for brewing firms to reach high levels of brand equity. In particular, it identifies the key role of COO image, WOM, brand distinctiveness and OBE dimensions in realizing careful brand management processes.Originality/valueThe paper focuses on analyzing the influence of COO image on brand equity in the brewing industry, thus enriching an area of investigation that requires further insights within an under-investigated sector.

PurposeThe purpose of this 22-year paper is to synthetize business and management literature in the context of online presence, online visibility and online reputation concepts. In particular, this paper aims to generalize the analysis by investigating the level of interest of the Internet, digital and interactive marketing-focused literature, as well as the more general business and management one towards these topics.Design/methodology/approachTo identify the existence or otherwise of an online presence, visibility and reputation definition, as well as an index for measuring them, a systematic review and a content analysis process were performed on 199 articles categorized over 1997-2018.FindingsThe findings highlight the absence of clear and shared online presence, visibility and reputation definitions; the absence of unanimously accepted indexes for measuring them; and the identification of a sequence relationship between the three investigated constructs.Research limitations/implicationsThe paper underlines the need for both theoretical and empirical contributions to reduce the complexity characterizing the business and management literature focused on these topics.Originality/valueThe current study brings out interesting directions for future research studies by systematizing all the articles devoted to the online presence, visibility and reputation concepts from a business and management perspective.

This study aims to describe the nature and main features of brand hate behaviours. In order to achieve this objective, a cluster analysis approach has been adopted, based on a sample of 616 volunte...

The purpose of this study is to investigate the brand hate phenomenon for service products in a cross-channel setting (offline/online environment). To reach this objective, structural equation modeling was employed on a sample of 265 consumers. Findings reveal that brand hate positively influences offline negative word-of-mouth (NWOM), online complaining, and non-repurchase intention. Furthermore, while offline NWOM has a positive effect on non-repurchase intention, online complaining has a negative one. Finally, a mediated path was identified, which starts from brand hate and ends with non-repurchase intention through online complaining and offline NWOM. The study provides implications for firms’ marketers and practitioners.

Recently, the negative consumer-brand relations received increasing attention (Davvetas and Diamantopoulos 2017). Although this growing relevance, researchers confirm how this area is still underdeveloped (Fournier and Alvarez 2013). Managerially, these negative feelings toward brands could become extremely dangerous since they are today instantaneously and broadly diffused through the Internet. In this networked scenario, the contents widespread through websites, and social media platforms can easily damage brands’ online reputation by influencing consumers’ perceptions and consequently their purchase decisions (Gregoire et al. 2009). Among these negative feelings, the brand hate concept represents a relatively new concept largely disregarded as a topic of research (Zarantonello et al. 2016). Conceptually, different studies examined the brand hate’s outcomes without simultaneously considering their online and offline nature (Hegner et al. 2017; Johnson et al. 2011). Moreover, to the best of the authors’ knowledge, there is a scarcity of studies dedicated to a specific target composed by consumers who hate a brand they already used and experienced. Notably, these customers represent the most fearsome brand haters with significant negative impacts on firms and brands’ performances (Kucuk 2015). In this regard, the objectives of the study are three-fold: (i) to analyze the brand hate from the actual customers’ perspective; (ii) to examine the possible relationships between brand hate, offline negative word-of-mouth (NWOM), online complaining, and non-repurchase intention; (iii) to test the possible mediating effects of offline NWOM and online complaining on the relation between brand hate and non-repurchase intention. To reach these objectives, structural equation modeling has been employed on a sample of 408 actual consumers.

•This paper mainly examines the effect of store satisfaction and store atmosphere on loyalty in a longitudinal way.•Findings based on panel data analysis of 623 individuals are presented.•The moderating role of store atmosphere is established, because an increasing value of SATM reduces the impact of SS on SL.•The results provide useful implications for retail managers aimed at improving store loyalty.

Obiettivo del paper: Il paper analizza le variabili della websiteatmosphere utilizzabili nella progettazione del sito web di un centro commerciale ed approfondisce l’importanza dei diversi attributi assumendo la prospettiva del potenziale utente ed i suoi atteggiamenti nei confronti del format. Metodologia : Il lavoro si basa su un’indagine empirica, condotta tramite questionario, rivolta ad un campione di 438 studenti universitari, di eta compresa tra i 18 e 30 anni. Risultati : L'indagine rivela l’esistenza di atteggiamenti diversi degli utenti nei confronti della web atmosphere a seconda del comportamento di shopping prevalente ed un’attenzione diffusa verso gli attributi social del sito web che favoriscono l’interattivita. Limiti della ricerca: Il campione indagato e composto da soli studenti universitari con uno stile di vita particolare. In futuro, si ritiene necessario estendere l’indagine ad una popolazione piu ampia e prendere in considerazione anche la prospettiva dell’impresa commerciale. Implicazioni pratiche : Investimenti online mirati a rafforzare la presenza e le promozioni sui social network ed altri strumenti di comunicazione interattiva (forum, chat…) potrebbero costituire efficaci leve per incrementare l’attrattivita del sito web e rafforzare i processi di fidelizzazione. Originalita del paper: In letteratura non si riscontrano modelli di websiteatmosphere specificatamente riferiti agli shopping center (e piu in generale al contesto retail). Inoltre, il contributo focalizza l’attenzione sulla dimensione social della web atmosphere, anch’essa meno esplorata in letteratura.

Purpose of the paper : The main goal is to outline the trends and role played by the web communication within the international Trade Fair scenario. Then, the adequacy of the online communicative activities, adopted by the Italian Exhibition centers, is evaluated. Methodology : A systematic review (aimed at identify the academic articles focused on the Trade Shows field between 1996 and 2016 and in particular on the web communication role) and a website quality evaluation model are adopted. The model is here adapted by the insertion of a series of quality variables used in literature for the Trade Show websites quality evaluation. Results : The survey shows an overall underdeveloped adoption of the online communicative tools by the National Exhibition centers. Although the majority of them own a website, only a small percentage realizes really interactive online communicative activities. Limits : The limitation is linked to the fact the survey has been conducted from an external perspective, not making possible to realize a Trade Show online communication assessment in relation to the governance objectives. Implications : The study identifies a series of learning and innovative paths the National industry could undertake in order to reduce the gap that currently separates the National Exhibition universe from a totally powerful use of the web communication tools. Originality of the paper : The review has permitted to map the different academic articles that have deepened, in the last 20 years, the Tradeshows field, allowing to outline the main trends characterizing the recent literature specifically dedicated to this sector.

PurposeThe purpose of this paper is to analyse whether and how the website atmosphere (WA) of a shopping centre affects the behavioural loyalty of customers towards physical shopping centres. A mediating variable – individual shopper motivation – is considered in assessing this relationship.Design/methodology/approachThe research hypotheses were tested using a partial least squares – path modelling approach to structural equation modelling on a sample population of 438 individuals.FindingsOnline atmospherics, particularly concerning the social/relational attributes of the WA, positively affect the behavioural loyalty of customers towards physical shopping centres. Moreover, recreational motivations strengthen this relationship more than functional motivations do.Research limitations/implicationsThe sample investigated is limited with regard to diversity, age and gender. Future research can use a more representative sample to improve the findings’ relevance and generalisation. Also the development of a scale of measures for the shopping centre customers’ motivations is worthy of interest in future studies.Practical implicationsRecognising the importance of web atmospherics’ significant impact on customer loyalty should encourage shopping centre managers to develop effective website and online communication programmes.Originality/valueExtant studies have paid little attention to the relationship between WA and customer loyalty to the physical shopping centre. This study investigates this relationship, combining the online and offline perspective into an overall research approach. Moreover, it contributes to the research on website management in the shopping centre context by providing a comprehensive analysis of WA, whereas previous studies have mainly focussed on one or a few atmospherics.

Purpose The purpose of this paper is to explore the impact of social media (SM) adoption in upgrading and innovating selling processes by small- and medium-sized enterprises (SMEs) facing complex and rapidly changing market scenarios. Design/methodology/approach To achieve this goal, the paper undertakes an exploratory case study of Gamma, a mechanical company, by actively using SM to start and open a new market. The case-study is analyzed through the industrial marketing and purchasing (IMP) approach, which emphasizes the role of interaction and the interdependencies of resources. Findings The adoption of SM resources helped Gamma to tap into new markets and thus survive and face the downturn of its original market. SM displayed its effects in combination with other resources: a simple and not expensive machinery, capable human resources, effective production and logistical resources. SM represented a strategic resource to implement an effective business networking effort. Originality/value This paper provides novel empirical evidence and conceptual development over the role of SM as a resource in SMEs’ sales processes, using the IMP perspective on combination and development of resources.

This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium-sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource-based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.

The present chapter applies the experience logic to the trade show (TS) sector by analyzing the role of the different stakeholders’ categories (exhibitors, organizers, visitors) in the transformation of trade shows into interactive and experiential platforms. Based on the complexity and the multiple facets characterizing the phenomenon of TSs, the starting objective of this work is to outline, through a review process, the main trends emerging from the recent (2010–2017) business and management international literature devoted to trade shows (TSs) and trade fairs (TFs). In the second part of the chapter, attention is focused on one of the trends identified in the literature review (i.e., the growing importance of the entertainment and experiential component in the TS management), and the main tasks, performed by the different categories of TS actors, are explored by discussing the review’s outcomes. The results of this work make different contributions to TS literature (identification of recent trade show papers, systematization of their main research focuses, and construction of a possible framework of synthesis) and to business management (identification of the main roles and tasks each category of TS participants is called to play in order to stage the trade fair experience).

Purpose– The purpose of this paper is to explore how characteristics of decision-makers influence internationalization strategies within small and medium-sized enterprises (SMEs), with a particular focus on the strategic decision-making process (SDMP).Design/methodology/approach– This work is based on a sample of 165 decision-makers of SMEs, using hierarchical multiple regression to examine the relationship between the dimensions studied.Findings– The results of a regression analysis suggest that decision-makers tend to follow a more rational SDMP depending on their education level and risk attitude, and the firm’s past international performance. At the same time, the political behaviour of the decision-maker emerges as a character associated with their risk attitude and need for achievement, and it is negatively influenced by age.Originality/value– This research contributes to the growing literature on SMEs, combining the field of analysis of SDMP with that of international strategy. Moreover, unlike previous studies, which have focused on the top management team, managers, CEOs, or entrepreneurs, this study analyses the characteristics and behaviour of decision-makers.

OBJECTIVES To evaluate the clinical and health status outcomes of patients undergoing superficial femoral artery (SFA) revascularization using the Shape Memory Alloy Recoverable Technology (S.M.A.R.T.®) nitinol self-expanding stent through 3 years of follow-up. BACKGROUND Limited long-term data are available describing the durability of benefits after femoropopliteal revascularization. METHODS In a multicenter, prospective, core-lab adjudicated study, 250 subjects with de novo or restenotic femoropopliteal arterial lesions were treated with the S.M.A.R.T.® stent. The primary endpoint of target vessel patency, a composite of ultrasound-assessed patency and freedom from clinically driven target lesion revascularization (TLR), was evaluated through 3 years. Secondary endpoints included stent fracture and health status. Health status was measured using generic and disease-specific instruments, including the Peripheral Artery Questionnaire (PAQ). RESULTS At 3-year follow-up, Kaplan-Meier estimated target vessel patency was 72.7%, freedom from clinically driven TLR was 78.5%, and the incidence of stent fracture was 3.6%. The PAQ summary score was markedly impaired at baseline (mean 37.3 ± 19.6 points) and improved substantially at 1 month (mean change from baseline of 31.4 points, 95% CI: 28.5-34.3; P

This study examines the influence of decision-makers' characteristics, such as biological sex and stereotypical gender roles, on the international decision process within a small- and medium-sized enterprise (SME), with particular attention to the strategic decision-making process (SDMP). We tested our hypotheses on a sample of 188 Italian SMEs using hierarchical multiple regression. The results reveal that women have a greater ability than men to involve the organisation members in making decisions, regardless of the degree of formalisation of the process and the level of decentralisation of the responsibilities within the company. Moreover, as regard stereotypical gender roles, only masculinity showed a relationship with the SDMP dimensions, especially with the levels of formalisation and hierarchical decentralisation of decisions. This paper provides a combination of analyses of biological sex, stereotypical gender roles and SDMP dimensions. It is also one of the few studies of this kind in the field of international strategy.

Purpose To assess safety and efficacy of the S.M.A.R.T. Vascular Stent System (Cordis Corp, Fremont, California) in obstructive superficial femoral artery (SFA) disease. Materials and Methods The single-arm, multicenter STROLL study (S.M.A.R.T. Nitinol Self-Expanding Stent in the Treatment of Obstructive Superficial Femoral Artery Disease) included 250 patients (250 lesions in SFA or proximal popliteal artery). The efficacy endpoint was primary patency defined by freedom from binary restenosis (peak systolic velocity ratio > 2.5) as derived by duplex ultrasound plus clinically driven target lesion revascularization (TLR) at 12 months. Results Mean age of patients was 67.7 years ± 10.3; 47.2% of patients had diabetes; distribution of Rutherford/Becker classes 2, 3, and 4 was 45.8%, 51.4%, and 2.8%. Mean lesion length and reference vessel diameter were 77.3 mm ± 35.3 and 4.9 mm ± 0.7, respectively (23.6% cases with total occlusions). The 30-day freedom from major adverse events (death, index limb amputation, clinically driven TLR) was 100%. The 1-year primary patency was 81.7% by Kaplan-Meier estimate. The presence of diabetes or total occlusion had no effect on primary patency. Ankle-brachial index was 0.4–0.8 in 84.6% of patients at baseline and improved to > 0.8 in 81.0% of patients at 12 months. The proportion of patients in Rutherford/Becker class 3–4 was reduced from 54.2% at baseline to 8.0% at 12 months. Four patients (2.0%) experienced single-stent strut fracture (type I) at 1 year, without associated loss of stent patency. Conclusions The S.M.A.R.T. Vascular Stent System proved to be safe and effective for endovascular treatment of obstructive SFA and proximal popliteal artery disease, based on 1-year vessel patency and associated hemodynamic and clinical improvements.

Obiettivo del paper: Obiettivo del paper e analizzare l’impiego della comunicazione online delle agenzie viaggi italiane e di capire, di conseguenza, se gli intermediari turistici per eccellenza utilizzano siti web raramente aggiornati, solo per essere presenti nell’universo digitale o se, al contrario, presentano pagine web che sfruttano, in maniera consapevole, le opportunita offerte oggi da internet. Metodologia: Dopo aver individuato le principali metodologie impiegate dalla letteratura economica per valutare la qualita dei siti web, la seconda parte del lavoro presenta un modello di analisi costruito per studiare l’efficacia della comunicazione online di 400 agenzie viaggi italiane. Il modello utilizzato si basa sulla scomposizione del processo di acquisto del turista in tre fasi: sogno, emozione e ricordo. Risultati : I risultati della ricerca mostrano un generalizzato sotto utilizzo della comunicazione online ed uno scarso interesse verso la costituzione di relazioni stabili e fidelizzate con i propri clienti. Implicazioni pratiche : Il modello elaborato nel paper si presta per essere utilizzato come strumento per valutare l’efficacia della comunicazione web delle agenzie viaggi e puo costituire un aiuto per definire interventi operativi per colmare le criticita dei siti web degli operatori turistici. Limiti : Il principale limite di questo lavoro e rappresentato dalla mancanza di un’analisi dell’effettivo uso dei siti web da parte dei turisti. Originalita del lavoro : L’utilizzo di un database dettagliato di 400 agenzie viaggi e la costruzione di un modello di valutazione dell’efficacia della comunicazione online possono costituire interessanti elementi di originalita.

Through the findings of a set of case studies of public research laboratories in Italy, this paper examines the extent to which the political objective of improved integration of public scientific research into the social system in Italy has been achieved. Two findings are highlighted: (1) the objective has only partially been achieved because of barriers within the public institution responsible for the management of these research programmes (especially the culturally defensive position of the academic community against the development of closer and stronger links with industry); (2) there is a continuing conflict between the priorities of the quality and the transferability of research. In practice, the degree of success in the transfer of results seems to be dependent on the particular mix of professional competencies, collaborations with external researchers, and the quality of the links with industry in the laboratory conducting the research programme. The authors consider the ways in which (and the extents to which) laboratories are adapting their working methods in the context of the need to achieve better relationships with industry. They also examine the degree of success in transferring research results into commercial applications. In conclusion, they suggest policy measures to improve the efficiency and effectiveness of public-sector research programmes.

In this paper we discuss the strategic importance of communication and Intranet for theItalian Small and Medium Enterprise (SMEs). We analyse the case of Fornari SpA, an Italian medium size clothing and shoes manufacturer that uses internet as a communication tool. The aim of this study is to understand the potential of internet in a specific case and to understand whether internet is a strategic tool or only an operative tool. The firm currently uses two applications of internet: extranet and intranet. The analysis underlines the importance of marketing competences and training that are absolutely necessary to make the most effectiveand efficient use of the internet potential.

Motilin induces phase III activity of the gastrointestinal tract. Erythromycin has a motilin-like effect on the stomach and significantly increases the lower esophageal sphincter (LES) pressure in normal volunteers. This investigation was performed to evaluate the effects of erythromycin on esophageal function in patients with gastroesophageal reflux disease (GERD). Esophageal manometry was performed in 10 GERD patients before and after intravenous infusion of 500 mg of erythromycin. Values are expressed as mean +/- SEM. LES pressure increased from 13.9 +/- 2.9 mm Hg at baseline to 28.9 +/- 3.6 mm Hg after infusion of erythromycin (p < 0.01). The duration of contractions in the proximal, middle, and distal esophagus was significantly prolonged from 3.5 +/- 0.4 seconds, 3.8 +/- 0.4 seconds, and 4.1 +/- 0.5 seconds to 4.2 +/- 0.2 seconds, 4.6 +/- 0.5 seconds, and 5.6 +/- 0.6 seconds, respectively, after infusion of erythromycin (p < 0.05 for each comparison). Erythromycin did not effect esophageal body contraction amplitude or velocity, or the upper esophageal sphincter. Serum motilin decreased slightly after the administration of erythromycin. We concluded the following: (1) Erythromycin profoundly stimulates the defective LES in patients with GERD. This appears to be a direct motilin agonist-like effect rather than being mediated by release of endogenous motilin. (2) Erythromycin has less effect on the esophageal body, although it does prolong the duration of esophageal contractions.