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Papers by cesare amatulli

Research paper thumbnail of Infusing New Technologies and Luxury

Handbook of Research on Digital Transformation Management and Tools

The technology integration of luxury is a promising business opportunity. New technologies such a... more The technology integration of luxury is a promising business opportunity. New technologies such as the internet of things, smart objects, artificial intelligence, the pervasive digitization of business processes, together with the shift of several business activities online are enabling unprecedented opportunities for luxury marketers and managers. Through qualitative research designs, this chapter would systematize knowledge about this topic with the means of a literature review. An amount of 224 contributions published in the last two decades (2010-2020) have been examined. Findings show current issues and opportunities on four promising topics: luxury hospitality, luxury fashion, luxury tourism, and luxury foods. Opportunities for scholars, marketers, and managers are examined together with implications for consumers' behavior studies.

Research paper thumbnail of Let me drive you! The effect of change seeking and behavioral control in the Artificial Intelligence-based self-driving cars

Research paper thumbnail of Digital luxury retailing and the COVID-19 pandemic: a qualitative study

International Journal of Electronic Marketing and Retailing

Research paper thumbnail of Negative Word of Mouth about Luxury Goods: An Empirical Investigation of the Role of Guilt Feelings

48th EMAC Annual Conference, 2019

Research paper thumbnail of The Role of Consumers’ Individual Differences and Perceived Product Quality in Sustainable Luxury Marketing: An Experimental Study in a Social Media Context

International Journal of Marketing Studies, 2022

Sustainability has become a central issue for luxury marketers and managers. By considering the l... more Sustainability has become a central issue for luxury marketers and managers. By considering the luxury sector, consumers are more interested in buying sustainable products. However, luxury brands need to find the right way to communicate their sustainable products, especially in the online context. This paper sheds light on the differentiated effect of a luxury product communication message focused on an internalized versus externalized luxury approach in social media platforms context. Internalized luxury refers to luxury consumption mainly driven by individual style, while externalized luxury consumption refers to luxury consumption mainly driven by status. Results show that a sustainable luxury product communication focused on internalized (vs. externalized) luxury activates a greater perception of product quality, which in turn leads to a greater intention to buy. Theoretical contributions and implications for luxury brand managers are discussed.

Research paper thumbnail of Lingue e Linguaggi MODERN AND ANCIENT MIGRANTS' NARRATIVES THROUGH ELF An Experiential-Linguistic project in Responsible Tourism 1

This article explores the emotional experience of Italian seaside resorts whose geographical posi... more This article explores the emotional experience of Italian seaside resorts whose geographical position in the Southern Mediterranean coasts has always determined their destiny as places of hospitality and hybridization of languages and cultures. A Cognitive

Research paper thumbnail of Branded vs. Generic drugs: the role of self-perceived seriousness of disease

International Journal of Pharmaceutical and Healthcare Marketing, 2021

Purpose This study aims at exploring the role of perceived disease seriousness in consumers’ pref... more Purpose This study aims at exploring the role of perceived disease seriousness in consumers’ preference for generic versus branded drugs, by shedding light on new factors impacting consumer purchase behaviour for pharmaceutical products. Design/methodology/approach An exploratory study based on a quantitative analysis has been conducted with a sample of 100 participants who have been presented with two different scenarios: one related to more serious disease (as in cardiological disease) and one related to less serious disease (as in the seasonal flu). This paper considered Italy as a research setting where the recent mandatory prescription of the active ingredient by doctors leaves the final purchase decision in consumers’ hands Findings Results show that, although consumers are free to choose whether to buy a branded or a generic prescribed active ingredient, their choice is mainly driven by the role of the brand. Consumers’ intention to buy generic drugs is higher in the case of ...

Research paper thumbnail of Consumers’ innovativeness and conspicuous consumption orientation as predictors of environmentalism: an investigation in the context of smart mobility

Technology Analysis & Strategic Management, 2021

Research paper thumbnail of Special Session: Sociodemographic Antecedents of Psychological Flow: Evidence from Outdoor Adventure Tourism: An Abstract

Enlightened Marketing in Challenging Times, 2020

Research paper thumbnail of Sustainable Luxury: The Effect of Corporate Social Responsibility Strategy on Luxury Consumption Motivations

Palgrave Advances in Luxury, 2019

Luxury, generally associated with hedonism, excess, and ostentation, has been often considered as... more Luxury, generally associated with hedonism, excess, and ostentation, has been often considered as incompatible with Corporate Social Responsibility (CSR), which is generally associated with sobriety, moderation, and ethics. Nevertheless, increased interest in sustainability has led more and more luxury companies to integrate CSR into their marketing strategies. The present chapter helps to advance knowledge on the compatibility between luxury and sustainability by (a) describing cases of luxury companies involved in CSR activities and (b) empirically testing whether consumers might react positively to luxury companies’ CSR initiatives. Our results show that consumers’ reactions to luxury brands’ CSR initiatives depend on whether consumers mainly buy luxury goods for internal (i.e., for their individual tastes) or external (i.e., related to their willingness to show status) motivations.

Research paper thumbnail of Unsustainable Luxury and Negative Word-Of-Mouth: the Role of Shame and Consumers’ Cultural Orientation

ACR North American Advances, 2017

AFFECT AND ITS EFFECTS ON COMPENSATORY CONSUMPTIONThe Effect of Moods on Comfort Food Consumption... more AFFECT AND ITS EFFECTS ON COMPENSATORY CONSUMPTIONThe Effect of Moods on Comfort Food ConsumptionBrian Wansink (University of Illinois at Urbana-Champaign), Meryl P. Gardner (University of Delaware), Se-Bum Park (Northwestern University) and Junyong Kim (University of Central Florida)Marketers have been accused of unfairly promoting the consumption of comfort foods, that are often assumed to be low in nutrients and high in sugar, fat, and regret. Clinical research of these foods has focused on bad moods and bad foods, neglecting investigation of favorable moods and nutritious foods. We use a mood maintenance framework to explore whether different types of comfort foods fulfill different purposes depending on mood. A framework is developed to show that comfort food segments are influenced by taste driven factors and developmentally driven factors. After describing a national survey that shows that comfort foods are comprised of both nutritive and less-nutritive foods, two lab experim...

Research paper thumbnail of La Capacità Innovativa dei Sistemi Territoriali Locali Salentini

Research paper thumbnail of Design Similarity as a Tool for Sustainable New Luxury Product Adoption: The Role of Luxury Brand Knowledge and Product Ephemerality

Despite rising demand for brands that can combine luxury with the zeal to make the world better, ... more Despite rising demand for brands that can combine luxury with the zeal to make the world better, many luxury brands still hesitate to introduce environmentally (or green) sustainable new luxury products. However, indulgence without guilt is possible by correctly marketing sustainable new luxury products. Even more, introducing sustainable new luxury products can be an effective way for luxury companies to differentiate their offering and get competitive advantage. We argue that luxury and sustainability are not incompatible concepts when luxury brands do employ the right product design strategy. Indeed, the effectiveness of two new green luxury product design strategies have been investigated in depth in this chapter. First, the green new product might be similar in design to luxury company’s previous non-green products. Second, the green new product might be similar in design to models of a different, non-luxury company specialized in green production. We investigate the effect of ...

Research paper thumbnail of Aging and Product Choice: the Effects of Feel-Age and Social Context

ACR North American Advances, 2014

Research paper thumbnail of Modern and ancient migrants’ narratives through ELF. An Experiential-Linguistic project in Responsible Tourism

Lingue e Linguaggi, 2017

– This article explores the emotional experience of Italian seaside resorts whose geographical po... more – This article explores the emotional experience of Italian seaside resorts whose geographical position in the Southern Mediterranean coasts has always determined their destiny as places of hospitality and hybridization of languages and cultures. A Cognitive-pragmatic Model of Experiential Linguistics (Lakoff, Johnson 1999; Langacker 1991; Sweetser 1990) and some strategies of Experiential Place Marketing (Hosany, Prayag 2011; Jani, Han 2013; Prayag et al. 2013) will be employed to ‘emotionally promote’ Responsible Tourism (Lin et al. 2014; Ma et al. 2013) in order to enquire into the effects of emotions upon the tourists’ experience of the holiday as a path towards their ‘personal and cultural growth’. The case study illustrated in this article represents precisely an instance of ELF communication developing from tourists’ and migrants’ appraisal of: (a) the contemporary non-Western migrants’ dramatic sea-voyage narratives reported in their ELF variations (Guido 2008, 2012), and (b...

Research paper thumbnail of Subjective Age and Older Consumers

Research paper thumbnail of Sustainable Luxury and Word-of-Mouth: The Effects of Shame and Individualism

Research paper thumbnail of Effectiveness of online referrals regarding services: the role of type of language and prior knowledge

Micro & Macro Marketing, 2018

Due to the inherent risk and uncertainty characterizing pre-purchase service evaluation, consumer... more Due to the inherent risk and uncertainty characterizing pre-purchase service evaluation, consumers tend to rely on referrals from other consumers who already have experiences with that service. Thus, companies are eager to stimulate such referrals and improve their effectiveness. To this end, this research investigates how consumers' linguistic framing of service recommendations influences recipients' attitudes. Specifically, this study focuses on one key dimension of language - its abstractness (vs. concreteness) - and hypothesizes that the effect of language abstractness on referral persuasiveness depends on recipients' prior knowledge about the service in question. The results of an experiment in the context of medical services demonstrate that abstract language is more effective than concrete language for recipients with high prior knowledge. Moreover, this research shows that recipients' engagement in mental imagery processing is that makes abstract language mor...

Research paper thumbnail of Elderly consumers and financial choices: A systematic review

Journal of Financial Services Marketing, 2020

The purpose of this paper is to investigate elderly choices and behaviors in financial services m... more The purpose of this paper is to investigate elderly choices and behaviors in financial services markets. A systematic review of a five-decade period (1970–2019) of academic research in the marketing field was carried out in order to identify elderly consumers’ decisions regarding financial asset management and legacy, highlighting the main findings of extant research and practical implications for marketers. Results shed light on financial asset management in terms of welfare, retirement planning, and investments for old age, as well as legacy practices in terms of special possessions, charities, and rites of passage. The study underlines the need to consider the heterogeneous nature of elderly consumers’ values and lifestyles in designing strategies for financial services and products, emphasizing that demographic differences alone are not adequate to effectively define market segments. Furthermore, the role of mixed marketing approaches considering elderly choices are discussed, t...

Research paper thumbnail of Consumer reactions to unsustainable luxury: a cross-country analysis

International Marketing Review, 2020

PurposeThis paper investigates why and when messages regarding unsustainable luxury products lead... more PurposeThis paper investigates why and when messages regarding unsustainable luxury products lead to negative word-of-mouth (NWOM) through a focus on the role of guilt, need to warn others and consumers' cultural orientation.Design/methodology/approachThree experiments test whether messages describing unsustainable versus sustainable luxury manufacturing processes elicit guilt and a need to warn others and whether and how the need to warn others affects consumers' NWOM depending on their cultural orientation.FindingsConsumers experience guilt in response to messages emphasizing the unsustainable (vs sustainable) nature of luxury products. In turn, guilt triggers a need to warn other consumers, which leads to NWOM about the luxury company. Furthermore, the results suggest that two dimensions of Hofstede's model of national culture – namely individualism/collectivism and masculinity/femininity – moderate the effect of the need to warn others on NWOM.Practical implicationsL...

Research paper thumbnail of Infusing New Technologies and Luxury

Handbook of Research on Digital Transformation Management and Tools

The technology integration of luxury is a promising business opportunity. New technologies such a... more The technology integration of luxury is a promising business opportunity. New technologies such as the internet of things, smart objects, artificial intelligence, the pervasive digitization of business processes, together with the shift of several business activities online are enabling unprecedented opportunities for luxury marketers and managers. Through qualitative research designs, this chapter would systematize knowledge about this topic with the means of a literature review. An amount of 224 contributions published in the last two decades (2010-2020) have been examined. Findings show current issues and opportunities on four promising topics: luxury hospitality, luxury fashion, luxury tourism, and luxury foods. Opportunities for scholars, marketers, and managers are examined together with implications for consumers' behavior studies.

Research paper thumbnail of Let me drive you! The effect of change seeking and behavioral control in the Artificial Intelligence-based self-driving cars

Research paper thumbnail of Digital luxury retailing and the COVID-19 pandemic: a qualitative study

International Journal of Electronic Marketing and Retailing

Research paper thumbnail of Negative Word of Mouth about Luxury Goods: An Empirical Investigation of the Role of Guilt Feelings

48th EMAC Annual Conference, 2019

Research paper thumbnail of The Role of Consumers’ Individual Differences and Perceived Product Quality in Sustainable Luxury Marketing: An Experimental Study in a Social Media Context

International Journal of Marketing Studies, 2022

Sustainability has become a central issue for luxury marketers and managers. By considering the l... more Sustainability has become a central issue for luxury marketers and managers. By considering the luxury sector, consumers are more interested in buying sustainable products. However, luxury brands need to find the right way to communicate their sustainable products, especially in the online context. This paper sheds light on the differentiated effect of a luxury product communication message focused on an internalized versus externalized luxury approach in social media platforms context. Internalized luxury refers to luxury consumption mainly driven by individual style, while externalized luxury consumption refers to luxury consumption mainly driven by status. Results show that a sustainable luxury product communication focused on internalized (vs. externalized) luxury activates a greater perception of product quality, which in turn leads to a greater intention to buy. Theoretical contributions and implications for luxury brand managers are discussed.

Research paper thumbnail of Lingue e Linguaggi MODERN AND ANCIENT MIGRANTS' NARRATIVES THROUGH ELF An Experiential-Linguistic project in Responsible Tourism 1

This article explores the emotional experience of Italian seaside resorts whose geographical posi... more This article explores the emotional experience of Italian seaside resorts whose geographical position in the Southern Mediterranean coasts has always determined their destiny as places of hospitality and hybridization of languages and cultures. A Cognitive

Research paper thumbnail of Branded vs. Generic drugs: the role of self-perceived seriousness of disease

International Journal of Pharmaceutical and Healthcare Marketing, 2021

Purpose This study aims at exploring the role of perceived disease seriousness in consumers’ pref... more Purpose This study aims at exploring the role of perceived disease seriousness in consumers’ preference for generic versus branded drugs, by shedding light on new factors impacting consumer purchase behaviour for pharmaceutical products. Design/methodology/approach An exploratory study based on a quantitative analysis has been conducted with a sample of 100 participants who have been presented with two different scenarios: one related to more serious disease (as in cardiological disease) and one related to less serious disease (as in the seasonal flu). This paper considered Italy as a research setting where the recent mandatory prescription of the active ingredient by doctors leaves the final purchase decision in consumers’ hands Findings Results show that, although consumers are free to choose whether to buy a branded or a generic prescribed active ingredient, their choice is mainly driven by the role of the brand. Consumers’ intention to buy generic drugs is higher in the case of ...

Research paper thumbnail of Consumers’ innovativeness and conspicuous consumption orientation as predictors of environmentalism: an investigation in the context of smart mobility

Technology Analysis & Strategic Management, 2021

Research paper thumbnail of Special Session: Sociodemographic Antecedents of Psychological Flow: Evidence from Outdoor Adventure Tourism: An Abstract

Enlightened Marketing in Challenging Times, 2020

Research paper thumbnail of Sustainable Luxury: The Effect of Corporate Social Responsibility Strategy on Luxury Consumption Motivations

Palgrave Advances in Luxury, 2019

Luxury, generally associated with hedonism, excess, and ostentation, has been often considered as... more Luxury, generally associated with hedonism, excess, and ostentation, has been often considered as incompatible with Corporate Social Responsibility (CSR), which is generally associated with sobriety, moderation, and ethics. Nevertheless, increased interest in sustainability has led more and more luxury companies to integrate CSR into their marketing strategies. The present chapter helps to advance knowledge on the compatibility between luxury and sustainability by (a) describing cases of luxury companies involved in CSR activities and (b) empirically testing whether consumers might react positively to luxury companies’ CSR initiatives. Our results show that consumers’ reactions to luxury brands’ CSR initiatives depend on whether consumers mainly buy luxury goods for internal (i.e., for their individual tastes) or external (i.e., related to their willingness to show status) motivations.

Research paper thumbnail of Unsustainable Luxury and Negative Word-Of-Mouth: the Role of Shame and Consumers’ Cultural Orientation

ACR North American Advances, 2017

AFFECT AND ITS EFFECTS ON COMPENSATORY CONSUMPTIONThe Effect of Moods on Comfort Food Consumption... more AFFECT AND ITS EFFECTS ON COMPENSATORY CONSUMPTIONThe Effect of Moods on Comfort Food ConsumptionBrian Wansink (University of Illinois at Urbana-Champaign), Meryl P. Gardner (University of Delaware), Se-Bum Park (Northwestern University) and Junyong Kim (University of Central Florida)Marketers have been accused of unfairly promoting the consumption of comfort foods, that are often assumed to be low in nutrients and high in sugar, fat, and regret. Clinical research of these foods has focused on bad moods and bad foods, neglecting investigation of favorable moods and nutritious foods. We use a mood maintenance framework to explore whether different types of comfort foods fulfill different purposes depending on mood. A framework is developed to show that comfort food segments are influenced by taste driven factors and developmentally driven factors. After describing a national survey that shows that comfort foods are comprised of both nutritive and less-nutritive foods, two lab experim...

Research paper thumbnail of La Capacità Innovativa dei Sistemi Territoriali Locali Salentini

Research paper thumbnail of Design Similarity as a Tool for Sustainable New Luxury Product Adoption: The Role of Luxury Brand Knowledge and Product Ephemerality

Despite rising demand for brands that can combine luxury with the zeal to make the world better, ... more Despite rising demand for brands that can combine luxury with the zeal to make the world better, many luxury brands still hesitate to introduce environmentally (or green) sustainable new luxury products. However, indulgence without guilt is possible by correctly marketing sustainable new luxury products. Even more, introducing sustainable new luxury products can be an effective way for luxury companies to differentiate their offering and get competitive advantage. We argue that luxury and sustainability are not incompatible concepts when luxury brands do employ the right product design strategy. Indeed, the effectiveness of two new green luxury product design strategies have been investigated in depth in this chapter. First, the green new product might be similar in design to luxury company’s previous non-green products. Second, the green new product might be similar in design to models of a different, non-luxury company specialized in green production. We investigate the effect of ...

Research paper thumbnail of Aging and Product Choice: the Effects of Feel-Age and Social Context

ACR North American Advances, 2014

Research paper thumbnail of Modern and ancient migrants’ narratives through ELF. An Experiential-Linguistic project in Responsible Tourism

Lingue e Linguaggi, 2017

– This article explores the emotional experience of Italian seaside resorts whose geographical po... more – This article explores the emotional experience of Italian seaside resorts whose geographical position in the Southern Mediterranean coasts has always determined their destiny as places of hospitality and hybridization of languages and cultures. A Cognitive-pragmatic Model of Experiential Linguistics (Lakoff, Johnson 1999; Langacker 1991; Sweetser 1990) and some strategies of Experiential Place Marketing (Hosany, Prayag 2011; Jani, Han 2013; Prayag et al. 2013) will be employed to ‘emotionally promote’ Responsible Tourism (Lin et al. 2014; Ma et al. 2013) in order to enquire into the effects of emotions upon the tourists’ experience of the holiday as a path towards their ‘personal and cultural growth’. The case study illustrated in this article represents precisely an instance of ELF communication developing from tourists’ and migrants’ appraisal of: (a) the contemporary non-Western migrants’ dramatic sea-voyage narratives reported in their ELF variations (Guido 2008, 2012), and (b...

Research paper thumbnail of Subjective Age and Older Consumers

Research paper thumbnail of Sustainable Luxury and Word-of-Mouth: The Effects of Shame and Individualism

Research paper thumbnail of Effectiveness of online referrals regarding services: the role of type of language and prior knowledge

Micro & Macro Marketing, 2018

Due to the inherent risk and uncertainty characterizing pre-purchase service evaluation, consumer... more Due to the inherent risk and uncertainty characterizing pre-purchase service evaluation, consumers tend to rely on referrals from other consumers who already have experiences with that service. Thus, companies are eager to stimulate such referrals and improve their effectiveness. To this end, this research investigates how consumers' linguistic framing of service recommendations influences recipients' attitudes. Specifically, this study focuses on one key dimension of language - its abstractness (vs. concreteness) - and hypothesizes that the effect of language abstractness on referral persuasiveness depends on recipients' prior knowledge about the service in question. The results of an experiment in the context of medical services demonstrate that abstract language is more effective than concrete language for recipients with high prior knowledge. Moreover, this research shows that recipients' engagement in mental imagery processing is that makes abstract language mor...

Research paper thumbnail of Elderly consumers and financial choices: A systematic review

Journal of Financial Services Marketing, 2020

The purpose of this paper is to investigate elderly choices and behaviors in financial services m... more The purpose of this paper is to investigate elderly choices and behaviors in financial services markets. A systematic review of a five-decade period (1970–2019) of academic research in the marketing field was carried out in order to identify elderly consumers’ decisions regarding financial asset management and legacy, highlighting the main findings of extant research and practical implications for marketers. Results shed light on financial asset management in terms of welfare, retirement planning, and investments for old age, as well as legacy practices in terms of special possessions, charities, and rites of passage. The study underlines the need to consider the heterogeneous nature of elderly consumers’ values and lifestyles in designing strategies for financial services and products, emphasizing that demographic differences alone are not adequate to effectively define market segments. Furthermore, the role of mixed marketing approaches considering elderly choices are discussed, t...

Research paper thumbnail of Consumer reactions to unsustainable luxury: a cross-country analysis

International Marketing Review, 2020

PurposeThis paper investigates why and when messages regarding unsustainable luxury products lead... more PurposeThis paper investigates why and when messages regarding unsustainable luxury products lead to negative word-of-mouth (NWOM) through a focus on the role of guilt, need to warn others and consumers' cultural orientation.Design/methodology/approachThree experiments test whether messages describing unsustainable versus sustainable luxury manufacturing processes elicit guilt and a need to warn others and whether and how the need to warn others affects consumers' NWOM depending on their cultural orientation.FindingsConsumers experience guilt in response to messages emphasizing the unsustainable (vs sustainable) nature of luxury products. In turn, guilt triggers a need to warn other consumers, which leads to NWOM about the luxury company. Furthermore, the results suggest that two dimensions of Hofstede's model of national culture – namely individualism/collectivism and masculinity/femininity – moderate the effect of the need to warn others on NWOM.Practical implicationsL...