Company websites plays an important role in communicating information, but it is still unknown their potential for stirring emotions, i.e. creating involvement and, if possible, a stable relationship with the consumer. This paper seeks to analyse the experiential dimension of websites that are exemplary of best practices in the Italian context and best represent the brand-land relationship of agrofood products with high-level of cognitive value, trying to understand as the success of certain regions in becoming famous “brands” thanks in part to the value of their products (e.g. Champagne, Gorgonzola, Montalcino, etc.) The research was conducted by designing and testing an ad hoc model (called SObER) and by means of the focus group technique, which made it possible to identify and assess the essential variables for promoting and publicising the brand-land relationship via the Web.

HOW ITALIAN AGRIFOOD PRODUCTS COMMUNICATE THEIR AUTHENTICITY? THE BRAND-LAND LINK INVESTIGATED ON THE WEB

Iaia Lea
;
Fait Monica;Maizza Amedeo;Cavallo Federica;Scorrano Paola
2018

Abstract

Company websites plays an important role in communicating information, but it is still unknown their potential for stirring emotions, i.e. creating involvement and, if possible, a stable relationship with the consumer. This paper seeks to analyse the experiential dimension of websites that are exemplary of best practices in the Italian context and best represent the brand-land relationship of agrofood products with high-level of cognitive value, trying to understand as the success of certain regions in becoming famous “brands” thanks in part to the value of their products (e.g. Champagne, Gorgonzola, Montalcino, etc.) The research was conducted by designing and testing an ad hoc model (called SObER) and by means of the focus group technique, which made it possible to identify and assess the essential variables for promoting and publicising the brand-land relationship via the Web.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11587/425258
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