he study focusses on brand analysis in all its forms. The purpose was to verify the importance of having a strong and consistent brand with a corporate image and, consequently, consumer recognition of the brand. Assessments were made specifically for the food sector, in which the brand has particular connotations from the economic viewpoint and in relation to consumer perception. The relevant questions were addressed through a factual analysis of Eataly, a highly successful Italian company which was the subject of a case study based on the knowledge gained during the research project. The focus was mainly on consumers and their purchasing behaviour to determine whether, and to what extent, the brand can actually manipulate market choices.

Innovative approaches to brand value and consumer perception: the Eataly case

BERTOLDI, BERNARDO;GIACHINO, Chiara;STUPINO, MARGHERITA
2015

Abstract

he study focusses on brand analysis in all its forms. The purpose was to verify the importance of having a strong and consistent brand with a corporate image and, consequently, consumer recognition of the brand. Assessments were made specifically for the food sector, in which the brand has particular connotations from the economic viewpoint and in relation to consumer perception. The relevant questions were addressed through a factual analysis of Eataly, a highly successful Italian company which was the subject of a case study based on the knowledge gained during the research project. The focus was mainly on consumers and their purchasing behaviour to determine whether, and to what extent, the brand can actually manipulate market choices.
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B. Bertoldi; C. Giachino; M. Stupino
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/2318/1587842
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