Mauro Capestro | University of Padova (original) (raw)
Papers by Mauro Capestro
Technological Forecasting and Social Change
Local Economy, Apr 14, 2016
The present study embraces a theoretical framework developed in the field of business management—... more The present study embraces a theoretical framework developed in the field of business management—so-called 3C—to investigate the factors that hamper the capacity of Knowledge Intensive Business Services (KIBS) firms to create economic value for the locality. It addresses, in particular, the factors that: i) prevent KIBS firms from establishing collaborative relationships with potential partners; ii) negatively affect the relationships between the examined KIBS firms and their suppliers as well as distributors; iii) limit KIBS firms’ capacity to meet users’ needs. A qualitative inquiry conducted on a random sample of one hundred KIBS firms located in a Southern Italian province yielded a comprehensive view of the relational, organizational, and technological factors that limit the value creating capacity of the studied firms. The study discusses the implications that the obtained results may have on the process of development of the studied area and proposes suggestions for local policy-makers and practitioners in the KIBS sector.
International Journal of Market Research, May 1, 2007
Developments in marketing science: proceedings of the Academy of Marketing Science, 2016
Previous research showed that imagining touching an object—the so-called haptic imagery—may engen... more Previous research showed that imagining touching an object—the so-called haptic imagery—may engender sensations that closely resemble those aroused by tactile perceptions (Peck et al. 2013). Little is still known, however, about the exact nature of such cues as well as the mechanisms through which they affect individuals’ perceptions and behavioral intentions. To fill this gap, the present research aimed to empirically assess the extent to which an advertisement incorporating a haptic cue is able to shape consumers’ dispositions and behavioral intentions, thus attempting to throw light on the mechanisms through which such a phenomenon occurs. We argued that a visual representation of the physical contact between human hands (which are the most important means to acquire haptic information) and a product may act as a cue capable of activating haptic imagery and have positive effects on consumer purchase intentions. The study concentrated on technology-based products, which are increasingly sold through online commerce and hence without a previous physical evaluation by consumers.
Springer proceedings in business and economics, 2017
Understanding what specific factors of retail stores’ offering have a positive impact on unplanne... more Understanding what specific factors of retail stores’ offering have a positive impact on unplanned buyers’ satisfaction may help store managers target these consumers, especially when international markets experience economic difficulties or recessions. Nevertheless, current knowledge on these factors is still very limited. To close this gap, this research investigated the factors likely to determine unplanned buyers satisfaction in Spain in 2008, at the onset of the last international economic crisis, and 5 years later, when consumers were experiencing this negative economic situation. The results provide some managerial recommendations for bolstering satisfaction with unplanned purchases and responding to consumers’ awareness of international economic crises.
Advances in National Brand and Private Label Marketing, 2017
Understanding what specific factors of retail stores’ offering have a positive impact on unplanne... more Understanding what specific factors of retail stores’ offering have a positive impact on unplanned buyers’ satisfaction may help store managers target these consumers, especially when international markets experience economic difficulties or recessions. Nevertheless, current knowledge on these factors is still very limited. To close this gap, this research investigated the factors likely to determine unplanned buyers satisfaction in Spain in 2008, at the onset of the last international economic crisis, and 5 years later, when consumers were experiencing this negative economic situation. The results provide some managerial recommendations for bolstering satisfaction with unplanned purchases and responding to consumers’ awareness of international economic crises.
Recent studies have cast light on how companies communicate in an international context using Eng... more Recent studies have cast light on how companies communicate in an international context using English as a "Lingua Franca" (ELF-English as a Lingua Franca). The use of English in the marketing strategy of advertising campaigns is based on the assumption that ELF has the status of a "neutral language" and of a "non culturally-marked" communication tool. Despite these beliefs, ELF can be considered as a means of communicating the speakers' cultures. This chapter aims to identify the different emotions triggered by ELF in the marketing communication of "Made in Puglia" luxury products in different cultural contexts. In particular, it highlights how in high-context (vs. low) cultures, ELF communication of luxury brands triggers an emotional response of high (vs. low) intensity producing, in addition, a high intensity of external (vs. internal) emotions.
Lingue e Linguaggi, 2017
– Recent studies have cast light on how companies communicate in an international context using E... more – Recent studies have cast light on how companies communicate in an international context using English as a “Lingua Franca” (ELF – English as a Lingua Franca). The use of English in the marketing strategy of advertising campaigns is based on the assumption that ELF has the status of a “neutral language” and of a “non culturally-marked” communication tool. Despite these beliefs, ELF can be considered as a means of communicating the speakers’ cultures. This chapter aims to identify the different emotions triggered by ELF in the marketing communication of “Made in Puglia” luxury products in different cultural contexts. In particular, it highlights how in high-context (vs. low) cultures, ELF communication of luxury brands triggers an emotional response of high (vs. low) intensity producing, in addition, a high intensity of external (vs. internal) emotions.
International Journal of Market Research, 2007
Psychology & Marketing, 2017
ABSTRACTThis study explores the most effective retailing strategies with which luxury retailers c... more ABSTRACTThis study explores the most effective retailing strategies with which luxury retailers can achieve a competitive advantage. The central role of services in enhancing the consumption experience in the luxury segment has been analyzed considering the pleasure boating sector, with a focus on the role that the dealer may have, both in the integration of different services and in the development of a durable competitive advantage. A qualitative study has been carried out through semistructured, in‐depth, one‐to‐one interviews with representatives of companies that deal with the pleasure boating sector. The results show that in the luxury pleasure boating sector, the introduction of a better‐defined retail strategy focused on services and its integration within the entire distribution channel may be crucial but also difficult to achieve in contexts that lack a marketing orientation. The contribution to extant literature on service in the pleasure boating sector and in luxury reta...
Journal of Cleaner Production, 2017
Implementing Energy Efficiency Measures (EEMs) in residential buildings is one of the most effect... more Implementing Energy Efficiency Measures (EEMs) in residential buildings is one of the most effective ways of decreasing household energy consumption. The present research adopts an extended version of the Theory of Planned Behavior e which includes attitude, subjective norms, perceived behavioral control, and environmental concern e to investigate the antecedents of households' intention to adopt and willingness to pay for EEMs. The research was conducted in a Southern Italian region that has intensively promoted the adoption of renewable and energy-saving technologies. The results show that attitude is the main determinant of households' intention to adopt and willingness to pay for EEMs. However, subjective norms, perceived behavioral control, and environmental concern have their own positive effects based on the income level, education, and age of household subgroups. The results have practical implications for companies and policy-makers interested in promoting EEM adoption and encouraging sustainable development.
International Journal of Advertising, 2015
ABSTRACT Background music is widely used in advertising to attract audiences’ attention. However,... more ABSTRACT Background music is widely used in advertising to attract audiences’ attention. However, no research to date has considered the effect of background music endings on consumer memory for advertised products and messages. Across two experiments, the present research shows that background music that ends abruptly (i.e., truncated ending) distracts consumers’ attention, reducing memory for both products and messages, compared to background music that ends with a note in the chord of the dominant tonality (i.e., regular ending) or that concludes with a fading-out ending.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016
Previous research showed that imagining touching an object—the so-called haptic imagery—may engen... more Previous research showed that imagining touching an object—the so-called haptic imagery—may engender sensations that closely resemble those aroused by tactile perceptions (Peck et al. 2013). Little is still known, however, about the exact nature of such cues as well as the mechanisms through which they affect individuals’ perceptions and behavioral intentions. To fill this gap, the present research aimed to empirically assess the extent to which an advertisement incorporating a haptic cue is able to shape consumers’ dispositions and behavioral intentions, thus attempting to throw light on the mechanisms through which such a phenomenon occurs. We argued that a visual representation of the physical contact between human hands (which are the most important means to acquire haptic information) and a product may act as a cue capable of activating haptic imagery and have positive effects on consumer purchase intentions. The study concentrated on technology-based products, which are increasingly sold through online commerce and hence without a previous physical evaluation by consumers.
Local Economy: The Journal of the Local Economy Policy Unit, 2016
The present study embraces a theoretical framework developed in the field of business management—... more The present study embraces a theoretical framework developed in the field of business management—so-called 3C—to investigate the factors that hamper the capacity of Knowledge Intensive Business Services (KIBS) firms to create economic value for the locality. It addresses, in particular, the factors that: i) prevent KIBS firms from establishing collaborative relationships with potential partners; ii) negatively affect the relationships between the examined KIBS firms and their suppliers as well as distributors; iii) limit KIBS firms’ capacity to meet users’ needs. A qualitative inquiry conducted on a random sample of one hundred KIBS firms located in a Southern Italian province yielded a comprehensive view of the relational, organizational, and technological factors that limit the value creating capacity of the studied firms. The study discusses the implications that the obtained results may have on the process of development of the studied area and proposes suggestions for local pol...
Giornale italiano di psicologia, 2008
Riassunto. La presente ricerca analizza il ruolo della stimolazione individuale (sottoforma di li... more Riassunto. La presente ricerca analizza il ruolo della stimolazione individuale (sottoforma di livello ottimo di stimolazione e di eccitabilità), dei tratti della personalità, e dello stato motivazionale dominante sui valori–vuoi utilitaristici, vuoi edonistici–perseguiti dai consumatori nelle loro esperienze di shopping. I risultati dimostrano, in primo luogo, come il livello ottimo di stimolazione e l'eccitabilità siano correlati positivamente con la dimensione edonistica dello shopping e con i tratti della personalità dell'Amicalità, dell'Apertura ...
Market globalization represents an ongoing challenge for firms operating in industrial districts.... more Market globalization represents an ongoing challenge for firms operating in industrial districts. It poses a need for continuously innovating existing products and production processes and heavily relying on new technologies to reach target customers. While firms operating in advanced technological sectors may be prone to employ new technologies and e-business solutions, those operating in mature industrial sectors (e.g. footwear and agri-food) often experience difficulties in adopting these technologies and exploiting their potentiality. To understand which conditions facilitate e-business adoption by traditional district firms, we addressed two constructs that, to date, have received scarce attention in the field of district studies: trust and knowledge sharing. We carried out an empirical research aimed at examining the influence of such constructs on e-business adoption, that is the use of technologies in order to conduct business over Internet (Amit and Zott, 2001), by district...
Personality and Individual Differences, 2015
The present research proposes an Italian version of the BFI-10 scale by Rammstedt and John (2007)... more The present research proposes an Italian version of the BFI-10 scale by Rammstedt and John (2007), which was originally developed in both English and German. The results on convergent and concurrent validity confirmed the scale as an effective means for assessing personality dimensions in a limited amount of time. This paper also presents and discusses an application of the scale in the marketing field that shows how the developed scale relates to consumers' tendency towards hedonic and/or utilitarian shopping values.
Atti del XXIV Convegno annuale di Sinergie, Oct 14, 2012
Obiettivi. Il presente studio ha lo scopo di studiare il comportamento di voto degli elettori e s... more Obiettivi. Il presente studio ha lo scopo di studiare il comportamento di voto degli elettori e sviluppare una scala di misurazione della percezione di ipocrisia politica-l'incoerenza tra il comportamento ei valori affermati tacitamente o esplicitamente-degli attori che governano un Sistema Territoriale Locale (STL). Metodologia. È stata utilizzata una procedura per lo sviluppo di scale multi-item, che prevede: la definizione del costrutto, la generazione degli items, la verifica della validità del contenuto degli items, dell'affidabilità ...
Giornale italiano di psicologia, 2008
La presente ricerca analizza il ruolo della stimolazione individuale (sottoforma di livello ottim... more La presente ricerca analizza il ruolo della stimolazione individuale (sottoforma di livello ottimo di stimolazione e di" eccitabilità"), dei tratti della personalità, e dello stato motivazionale dominante sui valori-vuoi utilitaristici, vuoi edonistici-perseguiti dai consumatori nelle loro esperienze di shopping. I risultati dimostrano, in primo luogo, come il livello ottimo di stimolazione e l'" eccitabilità" siano correlati positivamente con la dimensione edonistica dello shopping e con i tratti della personalità dell'" Amicalità", dell'" ...
Technological Forecasting and Social Change
Local Economy, Apr 14, 2016
The present study embraces a theoretical framework developed in the field of business management—... more The present study embraces a theoretical framework developed in the field of business management—so-called 3C—to investigate the factors that hamper the capacity of Knowledge Intensive Business Services (KIBS) firms to create economic value for the locality. It addresses, in particular, the factors that: i) prevent KIBS firms from establishing collaborative relationships with potential partners; ii) negatively affect the relationships between the examined KIBS firms and their suppliers as well as distributors; iii) limit KIBS firms’ capacity to meet users’ needs. A qualitative inquiry conducted on a random sample of one hundred KIBS firms located in a Southern Italian province yielded a comprehensive view of the relational, organizational, and technological factors that limit the value creating capacity of the studied firms. The study discusses the implications that the obtained results may have on the process of development of the studied area and proposes suggestions for local policy-makers and practitioners in the KIBS sector.
International Journal of Market Research, May 1, 2007
Developments in marketing science: proceedings of the Academy of Marketing Science, 2016
Previous research showed that imagining touching an object—the so-called haptic imagery—may engen... more Previous research showed that imagining touching an object—the so-called haptic imagery—may engender sensations that closely resemble those aroused by tactile perceptions (Peck et al. 2013). Little is still known, however, about the exact nature of such cues as well as the mechanisms through which they affect individuals’ perceptions and behavioral intentions. To fill this gap, the present research aimed to empirically assess the extent to which an advertisement incorporating a haptic cue is able to shape consumers’ dispositions and behavioral intentions, thus attempting to throw light on the mechanisms through which such a phenomenon occurs. We argued that a visual representation of the physical contact between human hands (which are the most important means to acquire haptic information) and a product may act as a cue capable of activating haptic imagery and have positive effects on consumer purchase intentions. The study concentrated on technology-based products, which are increasingly sold through online commerce and hence without a previous physical evaluation by consumers.
Springer proceedings in business and economics, 2017
Understanding what specific factors of retail stores’ offering have a positive impact on unplanne... more Understanding what specific factors of retail stores’ offering have a positive impact on unplanned buyers’ satisfaction may help store managers target these consumers, especially when international markets experience economic difficulties or recessions. Nevertheless, current knowledge on these factors is still very limited. To close this gap, this research investigated the factors likely to determine unplanned buyers satisfaction in Spain in 2008, at the onset of the last international economic crisis, and 5 years later, when consumers were experiencing this negative economic situation. The results provide some managerial recommendations for bolstering satisfaction with unplanned purchases and responding to consumers’ awareness of international economic crises.
Advances in National Brand and Private Label Marketing, 2017
Understanding what specific factors of retail stores’ offering have a positive impact on unplanne... more Understanding what specific factors of retail stores’ offering have a positive impact on unplanned buyers’ satisfaction may help store managers target these consumers, especially when international markets experience economic difficulties or recessions. Nevertheless, current knowledge on these factors is still very limited. To close this gap, this research investigated the factors likely to determine unplanned buyers satisfaction in Spain in 2008, at the onset of the last international economic crisis, and 5 years later, when consumers were experiencing this negative economic situation. The results provide some managerial recommendations for bolstering satisfaction with unplanned purchases and responding to consumers’ awareness of international economic crises.
Recent studies have cast light on how companies communicate in an international context using Eng... more Recent studies have cast light on how companies communicate in an international context using English as a "Lingua Franca" (ELF-English as a Lingua Franca). The use of English in the marketing strategy of advertising campaigns is based on the assumption that ELF has the status of a "neutral language" and of a "non culturally-marked" communication tool. Despite these beliefs, ELF can be considered as a means of communicating the speakers' cultures. This chapter aims to identify the different emotions triggered by ELF in the marketing communication of "Made in Puglia" luxury products in different cultural contexts. In particular, it highlights how in high-context (vs. low) cultures, ELF communication of luxury brands triggers an emotional response of high (vs. low) intensity producing, in addition, a high intensity of external (vs. internal) emotions.
Lingue e Linguaggi, 2017
– Recent studies have cast light on how companies communicate in an international context using E... more – Recent studies have cast light on how companies communicate in an international context using English as a “Lingua Franca” (ELF – English as a Lingua Franca). The use of English in the marketing strategy of advertising campaigns is based on the assumption that ELF has the status of a “neutral language” and of a “non culturally-marked” communication tool. Despite these beliefs, ELF can be considered as a means of communicating the speakers’ cultures. This chapter aims to identify the different emotions triggered by ELF in the marketing communication of “Made in Puglia” luxury products in different cultural contexts. In particular, it highlights how in high-context (vs. low) cultures, ELF communication of luxury brands triggers an emotional response of high (vs. low) intensity producing, in addition, a high intensity of external (vs. internal) emotions.
International Journal of Market Research, 2007
Psychology & Marketing, 2017
ABSTRACTThis study explores the most effective retailing strategies with which luxury retailers c... more ABSTRACTThis study explores the most effective retailing strategies with which luxury retailers can achieve a competitive advantage. The central role of services in enhancing the consumption experience in the luxury segment has been analyzed considering the pleasure boating sector, with a focus on the role that the dealer may have, both in the integration of different services and in the development of a durable competitive advantage. A qualitative study has been carried out through semistructured, in‐depth, one‐to‐one interviews with representatives of companies that deal with the pleasure boating sector. The results show that in the luxury pleasure boating sector, the introduction of a better‐defined retail strategy focused on services and its integration within the entire distribution channel may be crucial but also difficult to achieve in contexts that lack a marketing orientation. The contribution to extant literature on service in the pleasure boating sector and in luxury reta...
Journal of Cleaner Production, 2017
Implementing Energy Efficiency Measures (EEMs) in residential buildings is one of the most effect... more Implementing Energy Efficiency Measures (EEMs) in residential buildings is one of the most effective ways of decreasing household energy consumption. The present research adopts an extended version of the Theory of Planned Behavior e which includes attitude, subjective norms, perceived behavioral control, and environmental concern e to investigate the antecedents of households' intention to adopt and willingness to pay for EEMs. The research was conducted in a Southern Italian region that has intensively promoted the adoption of renewable and energy-saving technologies. The results show that attitude is the main determinant of households' intention to adopt and willingness to pay for EEMs. However, subjective norms, perceived behavioral control, and environmental concern have their own positive effects based on the income level, education, and age of household subgroups. The results have practical implications for companies and policy-makers interested in promoting EEM adoption and encouraging sustainable development.
International Journal of Advertising, 2015
ABSTRACT Background music is widely used in advertising to attract audiences’ attention. However,... more ABSTRACT Background music is widely used in advertising to attract audiences’ attention. However, no research to date has considered the effect of background music endings on consumer memory for advertised products and messages. Across two experiments, the present research shows that background music that ends abruptly (i.e., truncated ending) distracts consumers’ attention, reducing memory for both products and messages, compared to background music that ends with a note in the chord of the dominant tonality (i.e., regular ending) or that concludes with a fading-out ending.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016
Previous research showed that imagining touching an object—the so-called haptic imagery—may engen... more Previous research showed that imagining touching an object—the so-called haptic imagery—may engender sensations that closely resemble those aroused by tactile perceptions (Peck et al. 2013). Little is still known, however, about the exact nature of such cues as well as the mechanisms through which they affect individuals’ perceptions and behavioral intentions. To fill this gap, the present research aimed to empirically assess the extent to which an advertisement incorporating a haptic cue is able to shape consumers’ dispositions and behavioral intentions, thus attempting to throw light on the mechanisms through which such a phenomenon occurs. We argued that a visual representation of the physical contact between human hands (which are the most important means to acquire haptic information) and a product may act as a cue capable of activating haptic imagery and have positive effects on consumer purchase intentions. The study concentrated on technology-based products, which are increasingly sold through online commerce and hence without a previous physical evaluation by consumers.
Local Economy: The Journal of the Local Economy Policy Unit, 2016
The present study embraces a theoretical framework developed in the field of business management—... more The present study embraces a theoretical framework developed in the field of business management—so-called 3C—to investigate the factors that hamper the capacity of Knowledge Intensive Business Services (KIBS) firms to create economic value for the locality. It addresses, in particular, the factors that: i) prevent KIBS firms from establishing collaborative relationships with potential partners; ii) negatively affect the relationships between the examined KIBS firms and their suppliers as well as distributors; iii) limit KIBS firms’ capacity to meet users’ needs. A qualitative inquiry conducted on a random sample of one hundred KIBS firms located in a Southern Italian province yielded a comprehensive view of the relational, organizational, and technological factors that limit the value creating capacity of the studied firms. The study discusses the implications that the obtained results may have on the process of development of the studied area and proposes suggestions for local pol...
Giornale italiano di psicologia, 2008
Riassunto. La presente ricerca analizza il ruolo della stimolazione individuale (sottoforma di li... more Riassunto. La presente ricerca analizza il ruolo della stimolazione individuale (sottoforma di livello ottimo di stimolazione e di eccitabilità), dei tratti della personalità, e dello stato motivazionale dominante sui valori–vuoi utilitaristici, vuoi edonistici–perseguiti dai consumatori nelle loro esperienze di shopping. I risultati dimostrano, in primo luogo, come il livello ottimo di stimolazione e l'eccitabilità siano correlati positivamente con la dimensione edonistica dello shopping e con i tratti della personalità dell'Amicalità, dell'Apertura ...
Market globalization represents an ongoing challenge for firms operating in industrial districts.... more Market globalization represents an ongoing challenge for firms operating in industrial districts. It poses a need for continuously innovating existing products and production processes and heavily relying on new technologies to reach target customers. While firms operating in advanced technological sectors may be prone to employ new technologies and e-business solutions, those operating in mature industrial sectors (e.g. footwear and agri-food) often experience difficulties in adopting these technologies and exploiting their potentiality. To understand which conditions facilitate e-business adoption by traditional district firms, we addressed two constructs that, to date, have received scarce attention in the field of district studies: trust and knowledge sharing. We carried out an empirical research aimed at examining the influence of such constructs on e-business adoption, that is the use of technologies in order to conduct business over Internet (Amit and Zott, 2001), by district...
Personality and Individual Differences, 2015
The present research proposes an Italian version of the BFI-10 scale by Rammstedt and John (2007)... more The present research proposes an Italian version of the BFI-10 scale by Rammstedt and John (2007), which was originally developed in both English and German. The results on convergent and concurrent validity confirmed the scale as an effective means for assessing personality dimensions in a limited amount of time. This paper also presents and discusses an application of the scale in the marketing field that shows how the developed scale relates to consumers' tendency towards hedonic and/or utilitarian shopping values.
Atti del XXIV Convegno annuale di Sinergie, Oct 14, 2012
Obiettivi. Il presente studio ha lo scopo di studiare il comportamento di voto degli elettori e s... more Obiettivi. Il presente studio ha lo scopo di studiare il comportamento di voto degli elettori e sviluppare una scala di misurazione della percezione di ipocrisia politica-l'incoerenza tra il comportamento ei valori affermati tacitamente o esplicitamente-degli attori che governano un Sistema Territoriale Locale (STL). Metodologia. È stata utilizzata una procedura per lo sviluppo di scale multi-item, che prevede: la definizione del costrutto, la generazione degli items, la verifica della validità del contenuto degli items, dell'affidabilità ...
Giornale italiano di psicologia, 2008
La presente ricerca analizza il ruolo della stimolazione individuale (sottoforma di livello ottim... more La presente ricerca analizza il ruolo della stimolazione individuale (sottoforma di livello ottimo di stimolazione e di" eccitabilità"), dei tratti della personalità, e dello stato motivazionale dominante sui valori-vuoi utilitaristici, vuoi edonistici-perseguiti dai consumatori nelle loro esperienze di shopping. I risultati dimostrano, in primo luogo, come il livello ottimo di stimolazione e l'" eccitabilità" siano correlati positivamente con la dimensione edonistica dello shopping e con i tratti della personalità dell'" Amicalità", dell'" ...