Marina Vignola | Università degli studi di Modena e Reggio Emilia (original) (raw)
Papers by Marina Vignola
The aim of the paper is to examine the influence of the Country Related Product Image (CRPI) and ... more The aim of the paper is to examine the influence of the Country Related Product Image (CRPI) and Product Familiarity (PF) on the Chinese retail buyer’s intention to buy two specific, made in Italy, product categories, namely shoes and ceramic tiles. The findings show that a) CRPI is a multidimensional contruct that positively affects the retailers’ buying evaluations, b) innovation is the CRPI's most important dimension in explaining buyer's intention, c) PF shows the higher positive predictive power on buying intention with CRPI that maintains its predicting rola as a complementary cue, d) CRPI dimensions show product specific effects.
Il contributo prende le mosse dalla considerazione del fatto che il processo di costruzione dell’... more Il contributo prende le mosse dalla considerazione del fatto che il processo di costruzione dell’identità distrettuale è influenzato non solo dalle percezioni degli attori interni, ma anche dall’immagine che i principali attori esterni costruiscono relativamente alla competitività delle imprese che vi operano e del distretto nel suo insieme. L’interazione tra membri interni ed esterni al distretto può portare a configurare un contesto di esperienza comune che crea una certa immagine collettiva dell’identità. Se condivisa e ritenuta attrattiva, tale immagine esterna può influenzare la percezione interna di identità e rafforzare il senso di appartenenza al distretto delle imprese che ne fanno parte, alimentando ulteriormente una positiva reputazione sull’esterno. In questa prospettiva, il lavoro analizza la percezione di competitività dei ceramisti italiani da parte dei due principali gruppi di attori esterni con cui interagiscono, ovvero buyer e concorrenti esteri. Tramite un’indagin...
Starting from the recognition of firm’s knowledge gaps, this explorative study investigates the f... more Starting from the recognition of firm’s knowledge gaps, this explorative study investigates the formation of needs for internationalization assistance. Drawing on Erikssson et al. (1997), the international knowledge accumulation process is analyzed. The aim is to shed light on how the role of different knowledge constructs varies in relation to the decision frame complexity and the related impact on demand for assistance programs. We test the hypotheses on a sample of 108 internationalized firms. Findings suggest that new service models, in support of firm’s internationalization, are to be based on a deeper understanding about how the international knowledge develops and changes along its accumulation process. These models are helpful to drive and favor the internationalization processes of SMEs.
European Journal of Marketing, 2014
ABSTRACT Purpose – By combining the advantages of systematic and behavioural-based international ... more ABSTRACT Purpose – By combining the advantages of systematic and behavioural-based international market selection approaches, we build and test an International Market Selection decision process method that is able to capture, within a small firm’s risk-averse setting, the entrepreneur’s experience, reduce cognitive biases, and preserve the flexibility of the decision. Design/methodology/approach – The unit of analysis is the IMS decision process of a small firm venturing abroad. We adopt a ranking approach based on three-step screening. We assess the markets through a multi-criteria approach with a wider set of variables aggregated within a tree-shaped model. To obtain the ranking we use a fuzzy expert system (FES) as an evaluative tool. Findings – The results show that the proposed decision method is consistent with the entrepreneur’s strategic orientation and experience, while preserving the flexibility requested for decision making in small firms. Unlike traditional behavioural IMS approaches, the method demonstrates its ability to reduce the cognitive biases associated with the use of limited set of variables and unreliable evaluation models. Research limitations/implications – The single-case-study approach limits generalization of the findings. Practical implications – The proposed methodology helps the decision maker to improve the quality of the IMS decision by reducing the effect of cognitive biases that usually affect traditional behavioural models. Originality/value – For the first time, a decision-process methodology based on an FES is applied to a small firm’s IMS problem.
The aim of the paper is to examine the influence of the Country Related Product Image (CRPI) and ... more The aim of the paper is to examine the influence of the Country Related Product Image (CRPI) and Product Familiarity (PF) on the Chinese retail buyer’s intention to buy two specific, made in Italy, product categories, namely shoes and ceramic tiles. The findings show that a) CRPI is a multidimensional contruct that positively affects the retailers’ buying evaluations, b) innovation is the CRPI's most important dimension in explaining buyer's intention, c) PF shows the higher positive predictive power on buying intention with CRPI that maintains its predicting rola as a complementary cue, d) CRPI dimensions show product specific effects.
The international marketing literature shows different models which give interesting but partial ... more The international marketing literature shows different models which give interesting but partial contributions to the problem of International Markets Selection. In this study, a new model is proposed to evaluate the attractiveness and the accessibility of potential foreign markets. We attempt to hybridize the formal rigour of normative approaches based on the multi-criteria analysis with the attitude of the behavioural approaches to take into consideration the firm’s strategic orientation and the managerial experiential knowledge. The model, based on a Fuzzy Expert System (FES), is tested and validated through an application to the foreign markets’ choice problem of a small industrial firm. Then, main results, managerial implications and limitations are discussed.
Springer Proceedings in Business and Economics, 2015
This study focuses on retail brand extension from the consumer perspective when non-traditional p... more This study focuses on retail brand extension from the consumer perspective when non-traditional products-in this case over-the-counter pharmaceuticalsare offered with the private label brand. A model in which attitude towards the extension (ATE) mediates the impact of some antecedents-national brand preference (NBP), trust towards the retailer (T), fit (FIT), private label knowledge (PLK) and consumer innovativeness (INN)-impacting the intention to purchase the extended PL brand (INTB) is proposed and tested. Direct effects regarding NBP and FIT are tested too. 500 questionnaires were collected from a sample of retail customers. Structural equation modeling serves to test the hypotheses. The model shows a good fit and the hypotheses are supported-except for INN.
In questo capitolo sono illustrati i risultati dell’analisi condotta sul consumatore finale relat... more In questo capitolo sono illustrati i risultati dell’analisi condotta sul consumatore finale relativamente all’impatto che l’immagine del paese d’origine esercita sulle scelte di acquisto, considerando tre specifiche categorie di prodotto: piastrelle di ceramica, calzature, vino. Nella prima parte del capitolo trovano collocazione i risultati delle analisi condotte sui consumatori esteri dei tre paesi indagati, Russia, Cina e Spagna, riportando le valutazioni dell’immagine del Paese Italia quale luogo di provenienza dei tre prodotti osservati e l’impatto dell’effetto di tale immagine sulle loro intenzioni di acquisto. Nella seconda parte vengono presentati invece i risultati delle analisi condotte in capo ai consumatori italiani, descrivendo in questo caso i giudizi relativi all’immagine dei tre paesi esteri quale luogo di provenienza dei prodotti analizzati e l’influenza esercitata sulle intenzioni di acquisto.
"The international marketing literature shows different models which give interesting but pa... more "The international marketing literature shows different models which give interesting but partial contributions to the problem of International Market Selection. In this study, a new model is proposed to evaluate the attractiveness and the accessibility of potential foreign markets. We attempt to hybridize the formal rigour of normative approaches based on the multi-criteria analysis with the attitude of the behavioural approaches to take into consideration the firm’s strategic orientation and the managerial experiential knowledge. The model, based on a Fuzzy Expert System (SEF), is tested and validated through an application to the foreign markets’ choice problem of a small industrial firm. Then, main results, managerial implications and limitations are discussed.
L’articolo tratta il tema della fedeltà dell’acquirente alla Private Premium Label, intesa in sen... more L’articolo tratta il tema della fedeltà dell’acquirente alla Private Premium Label, intesa in senso attitudinale, con l’obiettivo di comprendere i principali fattori che la determinano e il ruolo che l’atteggiamento verso i prodotti tipici svolge.
The paper analyses the Made in Italy effect on Chinese consumerbuying behavior regarding three sp... more The paper analyses the Made in Italy effect on Chinese consumerbuying behavior regarding three specific product categories: wine,shoes and ceramic tiles. A research model aimed at testing the multidimensional dimensions featuring Country of Origin (Coo) - overall Country Image (Ci), Product Country Image (Pci) and Country Related Product Image (Crpi) - on the Chinese consumer intention to buy these Italian products is applied, verifying the level of consistency (Fit) between the products investigated and the country in which these products originated (Italy). Four-hundred and fifty questionnaires on Chinese consumers were collected and the data processed to test the model by applying structural equations modelling. Results show that Made in Italy influences the Chinese consumers' intention to buy the Italian products observed through causal links: the Italy country image (Ci) impacts on buying intentions through the mediating role of the Italian ability to manufacture products -...
The chapter presents the results of a survey aimed to analyze the Country of Origin (COO) effect ... more The chapter presents the results of a survey aimed to analyze the Country of Origin (COO) effect on consumer buying behavior. A research model testing the COO’s multidimensionality – Country Image (CI), Product Country Image (PCI) and Country Related Product Image (CRPI) – on the Spanish and Chinese consumer intention to buy Italian shoes is applied, verifying the level of product/country of origin’s consistency (FIT), as well as the role of ethnocentrism (CE). 312 questionnaires were collected and processed through structural equations modelling. Results show that COO influences consumers intention to buy through a causal link within the three dimensions, while CE plays a significant, even if weak, role on COO only in the Spanish context and for the CI and CRPI dimensions. Scientific and managerial implications are derived.
Global Fashion Management Conference, 2015
Proceedings Joint 9th IFSA World Congress and 20th NAFIPS International Conference (Cat. No. 01TH8569), 2001
This paper nrakes use of a fiizzy expert system for valuing a strategic investrnent. In particula... more This paper nrakes use of a fiizzy expert system for valuing a strategic investrnent. In particular, the model proposed aims at replicating the achral decision process accomplished by Florim S.p.a., an ltalian ceramic tile frm which recently had the opportunity of buying a firm in the USA. The model is perfectly consistent with the evaluation process conducted by Florim's experts and on the basis of the same data available to the expert's panel our expert system provides the same investment value and therefore the same solution to the decision Drocess.
Soft Computing-A Fusion …, Jan 1, 2004
The aim of the paper is to examine the influence of the Country Related Product Image (CRPI) and ... more The aim of the paper is to examine the influence of the Country Related Product Image (CRPI) and Product Familiarity (PF) on the Chinese retail buyer’s intention to buy two specific, made in Italy, product categories, namely shoes and ceramic tiles. The findings show that a) CRPI is a multidimensional contruct that positively affects the retailers’ buying evaluations, b) innovation is the CRPI's most important dimension in explaining buyer's intention, c) PF shows the higher positive predictive power on buying intention with CRPI that maintains its predicting rola as a complementary cue, d) CRPI dimensions show product specific effects.
Il contributo prende le mosse dalla considerazione del fatto che il processo di costruzione dell’... more Il contributo prende le mosse dalla considerazione del fatto che il processo di costruzione dell’identità distrettuale è influenzato non solo dalle percezioni degli attori interni, ma anche dall’immagine che i principali attori esterni costruiscono relativamente alla competitività delle imprese che vi operano e del distretto nel suo insieme. L’interazione tra membri interni ed esterni al distretto può portare a configurare un contesto di esperienza comune che crea una certa immagine collettiva dell’identità. Se condivisa e ritenuta attrattiva, tale immagine esterna può influenzare la percezione interna di identità e rafforzare il senso di appartenenza al distretto delle imprese che ne fanno parte, alimentando ulteriormente una positiva reputazione sull’esterno. In questa prospettiva, il lavoro analizza la percezione di competitività dei ceramisti italiani da parte dei due principali gruppi di attori esterni con cui interagiscono, ovvero buyer e concorrenti esteri. Tramite un’indagin...
Starting from the recognition of firm’s knowledge gaps, this explorative study investigates the f... more Starting from the recognition of firm’s knowledge gaps, this explorative study investigates the formation of needs for internationalization assistance. Drawing on Erikssson et al. (1997), the international knowledge accumulation process is analyzed. The aim is to shed light on how the role of different knowledge constructs varies in relation to the decision frame complexity and the related impact on demand for assistance programs. We test the hypotheses on a sample of 108 internationalized firms. Findings suggest that new service models, in support of firm’s internationalization, are to be based on a deeper understanding about how the international knowledge develops and changes along its accumulation process. These models are helpful to drive and favor the internationalization processes of SMEs.
European Journal of Marketing, 2014
ABSTRACT Purpose – By combining the advantages of systematic and behavioural-based international ... more ABSTRACT Purpose – By combining the advantages of systematic and behavioural-based international market selection approaches, we build and test an International Market Selection decision process method that is able to capture, within a small firm’s risk-averse setting, the entrepreneur’s experience, reduce cognitive biases, and preserve the flexibility of the decision. Design/methodology/approach – The unit of analysis is the IMS decision process of a small firm venturing abroad. We adopt a ranking approach based on three-step screening. We assess the markets through a multi-criteria approach with a wider set of variables aggregated within a tree-shaped model. To obtain the ranking we use a fuzzy expert system (FES) as an evaluative tool. Findings – The results show that the proposed decision method is consistent with the entrepreneur’s strategic orientation and experience, while preserving the flexibility requested for decision making in small firms. Unlike traditional behavioural IMS approaches, the method demonstrates its ability to reduce the cognitive biases associated with the use of limited set of variables and unreliable evaluation models. Research limitations/implications – The single-case-study approach limits generalization of the findings. Practical implications – The proposed methodology helps the decision maker to improve the quality of the IMS decision by reducing the effect of cognitive biases that usually affect traditional behavioural models. Originality/value – For the first time, a decision-process methodology based on an FES is applied to a small firm’s IMS problem.
The aim of the paper is to examine the influence of the Country Related Product Image (CRPI) and ... more The aim of the paper is to examine the influence of the Country Related Product Image (CRPI) and Product Familiarity (PF) on the Chinese retail buyer’s intention to buy two specific, made in Italy, product categories, namely shoes and ceramic tiles. The findings show that a) CRPI is a multidimensional contruct that positively affects the retailers’ buying evaluations, b) innovation is the CRPI's most important dimension in explaining buyer's intention, c) PF shows the higher positive predictive power on buying intention with CRPI that maintains its predicting rola as a complementary cue, d) CRPI dimensions show product specific effects.
The international marketing literature shows different models which give interesting but partial ... more The international marketing literature shows different models which give interesting but partial contributions to the problem of International Markets Selection. In this study, a new model is proposed to evaluate the attractiveness and the accessibility of potential foreign markets. We attempt to hybridize the formal rigour of normative approaches based on the multi-criteria analysis with the attitude of the behavioural approaches to take into consideration the firm’s strategic orientation and the managerial experiential knowledge. The model, based on a Fuzzy Expert System (FES), is tested and validated through an application to the foreign markets’ choice problem of a small industrial firm. Then, main results, managerial implications and limitations are discussed.
Springer Proceedings in Business and Economics, 2015
This study focuses on retail brand extension from the consumer perspective when non-traditional p... more This study focuses on retail brand extension from the consumer perspective when non-traditional products-in this case over-the-counter pharmaceuticalsare offered with the private label brand. A model in which attitude towards the extension (ATE) mediates the impact of some antecedents-national brand preference (NBP), trust towards the retailer (T), fit (FIT), private label knowledge (PLK) and consumer innovativeness (INN)-impacting the intention to purchase the extended PL brand (INTB) is proposed and tested. Direct effects regarding NBP and FIT are tested too. 500 questionnaires were collected from a sample of retail customers. Structural equation modeling serves to test the hypotheses. The model shows a good fit and the hypotheses are supported-except for INN.
In questo capitolo sono illustrati i risultati dell’analisi condotta sul consumatore finale relat... more In questo capitolo sono illustrati i risultati dell’analisi condotta sul consumatore finale relativamente all’impatto che l’immagine del paese d’origine esercita sulle scelte di acquisto, considerando tre specifiche categorie di prodotto: piastrelle di ceramica, calzature, vino. Nella prima parte del capitolo trovano collocazione i risultati delle analisi condotte sui consumatori esteri dei tre paesi indagati, Russia, Cina e Spagna, riportando le valutazioni dell’immagine del Paese Italia quale luogo di provenienza dei tre prodotti osservati e l’impatto dell’effetto di tale immagine sulle loro intenzioni di acquisto. Nella seconda parte vengono presentati invece i risultati delle analisi condotte in capo ai consumatori italiani, descrivendo in questo caso i giudizi relativi all’immagine dei tre paesi esteri quale luogo di provenienza dei prodotti analizzati e l’influenza esercitata sulle intenzioni di acquisto.
"The international marketing literature shows different models which give interesting but pa... more "The international marketing literature shows different models which give interesting but partial contributions to the problem of International Market Selection. In this study, a new model is proposed to evaluate the attractiveness and the accessibility of potential foreign markets. We attempt to hybridize the formal rigour of normative approaches based on the multi-criteria analysis with the attitude of the behavioural approaches to take into consideration the firm’s strategic orientation and the managerial experiential knowledge. The model, based on a Fuzzy Expert System (SEF), is tested and validated through an application to the foreign markets’ choice problem of a small industrial firm. Then, main results, managerial implications and limitations are discussed.
L’articolo tratta il tema della fedeltà dell’acquirente alla Private Premium Label, intesa in sen... more L’articolo tratta il tema della fedeltà dell’acquirente alla Private Premium Label, intesa in senso attitudinale, con l’obiettivo di comprendere i principali fattori che la determinano e il ruolo che l’atteggiamento verso i prodotti tipici svolge.
The paper analyses the Made in Italy effect on Chinese consumerbuying behavior regarding three sp... more The paper analyses the Made in Italy effect on Chinese consumerbuying behavior regarding three specific product categories: wine,shoes and ceramic tiles. A research model aimed at testing the multidimensional dimensions featuring Country of Origin (Coo) - overall Country Image (Ci), Product Country Image (Pci) and Country Related Product Image (Crpi) - on the Chinese consumer intention to buy these Italian products is applied, verifying the level of consistency (Fit) between the products investigated and the country in which these products originated (Italy). Four-hundred and fifty questionnaires on Chinese consumers were collected and the data processed to test the model by applying structural equations modelling. Results show that Made in Italy influences the Chinese consumers' intention to buy the Italian products observed through causal links: the Italy country image (Ci) impacts on buying intentions through the mediating role of the Italian ability to manufacture products -...
The chapter presents the results of a survey aimed to analyze the Country of Origin (COO) effect ... more The chapter presents the results of a survey aimed to analyze the Country of Origin (COO) effect on consumer buying behavior. A research model testing the COO’s multidimensionality – Country Image (CI), Product Country Image (PCI) and Country Related Product Image (CRPI) – on the Spanish and Chinese consumer intention to buy Italian shoes is applied, verifying the level of product/country of origin’s consistency (FIT), as well as the role of ethnocentrism (CE). 312 questionnaires were collected and processed through structural equations modelling. Results show that COO influences consumers intention to buy through a causal link within the three dimensions, while CE plays a significant, even if weak, role on COO only in the Spanish context and for the CI and CRPI dimensions. Scientific and managerial implications are derived.
Global Fashion Management Conference, 2015
Proceedings Joint 9th IFSA World Congress and 20th NAFIPS International Conference (Cat. No. 01TH8569), 2001
This paper nrakes use of a fiizzy expert system for valuing a strategic investrnent. In particula... more This paper nrakes use of a fiizzy expert system for valuing a strategic investrnent. In particular, the model proposed aims at replicating the achral decision process accomplished by Florim S.p.a., an ltalian ceramic tile frm which recently had the opportunity of buying a firm in the USA. The model is perfectly consistent with the evaluation process conducted by Florim's experts and on the basis of the same data available to the expert's panel our expert system provides the same investment value and therefore the same solution to the decision Drocess.
Soft Computing-A Fusion …, Jan 1, 2004