La brand experience nelle strategie commerciali delle imprese vitivinicole

Journal title ECONOMIA E DIRITTO DEL TERZIARIO
Author/s Monica Fait, Antonio Iazzi, Paola Scorrano
Publishing Year 2014 Issue 2014/2
Language Italian Pages 20 P. 285-304 File size 141 KB
DOI 10.3280/ED2014-002005
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Premise. The Italian wine-making sector, an important component of the Made in Italy phenomenon, is facing new market challenges as a result of an increasingly competitive environment characterised by an extensive range of production and consumption contexts. Objectives. This paper will analyse the factors that determine the choice of wine product in international markets, in order to support the commercial decisions of Italian wine firms in terms of creating a brand experience. Methods. An empirical investigation was conducted that involved asking a nonprobability sample of buyers to complete a semi-structured questionnaire. Given their wealth of technical knowledge, creativity and capacity for identifying the market of reference and relative trends, the respondents can be considered key figures in the distribution channel. The data gathered were processed using both descriptive and multivariate statistical techniques. Managerial implications. The study highlighted drivers of competitiveness in the wine-making sector with the objective of supporting marketing managers in the conception and implementation of commercial strategies.

Keywords: Wine firms, brand experience, commercial strategies

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Monica Fait, Antonio Iazzi, Paola Scorrano, La brand experience nelle strategie commerciali delle imprese vitivinicole in "ECONOMIA E DIRITTO DEL TERZIARIO " 2/2014, pp 285-304, DOI: 10.3280/ED2014-002005