BRUNO GIUSEPPE BUSACCA
Articoli piu' recenti
I.Scopelliti, P.Cillo, B.Busacca, D.Mazursky
THE JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 2013;31(4):••–••
ABSTRACT
This paper analyzes the effects of financial constraints and of their interaction with individual novelty-seeking traits on creativity in problem-solving. Results of four experimental studies suggest that constrained financial resources may be beneficial to creativity. Specifically, results suggest that financial constraints lead to the ideation of more creative products, even though these products make use of fewer inputs and of a lower budget. Furthermore, while yielding outcomes as creative as input constraints, they use fewer resources and activate a top down rather than a bottom up processing strategy. In addition, results show that the effect of financial constraints is stronger for individuals with inherent tendencies toward novelty seeking, and that such effect holds not only for ideation tasks, but also when the problem space is already constrained in nature, as in the case of repairing a product.
LINK: forthcoming
Rejuvenating Importance-Performance Analysis (2011)
A.Arbore, B.Busacca
JOURNAL OF SERVICE MANAGEMENT, Vol.22,n.3, 2011, pp.409-429
ABSTRACT
Importance-performance analysis (IPA) is a simple marketing tool commonly used to identify the main strengths and weaknesses of a value proposition. This study proposes a revision of traditional IPA prompted by intuitions arising from the three-factor theory of customer satisfaction. The ultimate goal is to propose a decision support tool which is as simple and intuitive as the original IPA, but more precise and reliable than the solutions proposed thus far. Methodology In order to estimate indirect measures of attribute importance, the study uses the coefficients of a multiple regression with overall satisfaction ratings as the dependent variable. Additional calculations are then introduced in order to manage non-linear effects. Findings Using empirical data from a survey among 5,209 customers of a European bank, we show how the proposed method can be more accurate than other solutions, especially as disregarding non-linear effects can prompt sub-optimal marketing decisions. Research limitations/implications While the procedure in this study is applicable to any service business, the paper does not claim external validity for the numerical results of the empirical application: We acknowledge that only one dataset has been used. Our goal is merely to demonstrate a revised approach to importance-performance analysis. Originality/value of paper First, we assert the need for an explicit distinction between the use of IPA for customer acquisition versus customer retention purposes. These two cases refer to distinct moments in the customer relationship life cycle and thus require separate analyses. We then propose a specific method for customer retention IPA. On this basis, we generate two priority charts: one for the purpose of maximizing customer satisfaction and one for the purpose of minimizing customer dissatisfaction.
The Effect of Comparative Advertising on Consumer Perceptions: Similarity or Differentiation? (2010)
I.Soscia, S.Girolamo, B.Busacca
JOURNAL OF BUSINESS AND PSYCHOLOGY, Vol. 25, 2010, pp. 109-118
ABSTRACT
Comparative advertising could be seen as the most effective means of conveying the differentiating advantages of a brand. Nevertheless, several empirical studies have reported that comparative advertising primarily associates the advertised brand to the competitor identified within the ad: thus it seems that comparative advertising generates perceived similarity among brands instead of differentiation. In order to clarify the issue, our research investigates the relative effectiveness of comparative and non comparative advertising in communicating the differentiating attributes of a brand. Results show that not all consumers belonging to a product target perceive comparative advertising equivalently. Rather, its effect depends on consumers’ perceived differentiation among the brands and consumers’ level of involvement in the specific product category.
LINK: http://link.springer.com/article/10.1007%2Fs10869-009-9130-4#page-1
Customer satisfaction and dissatisfaction in retail banking: Exploring the asymmetric impact of attribute performances (2009)
A.Arbore, B.Busacca
JOURNAL OF RETAILING AND CONSUMER SERVICES, Vol. 16, 2009, pp.271-280
ABSTRACT
The paper presents the results of an extensive study on the determinants of customer satisfaction for a retail bank. In doing so, it uses a revised version of the traditional analyses based on derived measures of attribute importance. The need for a revised methodology is prompted by the insights of the two- and three-factor theories of customer satisfaction, such as Kano's framework. Indeed, the evidence from 5000 customers of a prominent Italian bank confirms a non-linear and asymmetric relationship between attribute performances and overall customer satisfaction. The results from both a traditional and our revised approach are compared. While this approach can be applied across different industries, it should not be assumed that the numerical results presented in the paper apply to contexts with substantially different underlying characteristics. General trends and implications for banking services are reported in the conclusions.
LINK: http://0-www.sciencedirect.com.lib.unibocconi.it/science/article/pii/S0969698909000034
Consumer Evaluations of Brand Extension: the Impact of Brand Relationship Quality and Naming Strategy / Evaluaciones de consumidores sobre extensiones (2009)
B.Busacca, G.Bertoli, O.Pelloni
ESIC MARKET, n.132, 2009, pp. 307-329
ABSTRACT
This study explores the impact of brand relationship quality and brand naming strategies on the success of brand extensions. The authors present the results of an experiment based on a 2x2x2 between-subjects design, where the following three independent variables are considered: the category fit between the products involved in the extension decision (high vs. low), the naming strategy chosen for the new product (parent brand vs. sub-brand prominence), and the level of brand relationship quality (high vs. low). The dependent variable is the consumers’ evaluation of brand extension. The findings suggest that when brand relationship quality is high consumers evaluate the extension more favorably, no matter the level of category fit. When category fit is high (low) and brand relationship quality is high, however, evaluations of the extension are enhanced if the parent-brand name (sub-brand) is more prominent. If brand relationship quality is low, brand naming strategy does not affect consumers´ evaluation.
Este estudio analiza el impacto de la relación calidad/marca y las estrategias para dar nombre a la marca en base al éxito de las extensiones de marca. Los autores presentan los resultados de un experimento basado en un diseño 2X2X2, donde se consideran las siguientes tres variables: la afinidad de categorías entre los productos involucrados en el ámbito de la decisión (alta frente a baja), la estrategia para elegir el nombre del nuevo producto (nombre original frente a la importancia de la sub-marca) y el nivel de relación calidad/marca (alta frente baja). La variable dependiente es la evaluación de los consumidores sobre la extensión de la marca.
LINK: http://www.esic.edu/documentos/revistas/esicmk/090213_103126_E.pdf
Guilt Decreasing Marketing Communication: an Unexplored Appeal (2008)
B.Busacca, I.Soscia, E.Pitrelli
European Advances in Consumer Research, n.8 2008
ABSTRACT
Guilt is relevant to a variety of consumption experiences, and marketers have used advertising to arouse guilt to stimulate sales. However, the ability of advertising to decrease guilt has been neglected by marketing scholars. And the aim of this research is to assess the role of guilt-decreasing appeals in reducing anticipated guilt. An experimental study shows that guilt can be reduced without compromising the hedonic benefits of a guilty pleasure.
LINK: http://www.acrwebsite.org/volumes/eacr/vol8/eacr_vol8_147.pdf
Understanding the Relationship between Attribute Performance and Overall Satisfaction. Theory, Measurement and Implications (2005)
B.Busacca, G.Padula
MARKETING INTELLIGENCE & PLANNING, Vol. 23, n.6, 2005, pp. 543-561
ABSTRACT
Purpose – There is a pressing need for practitioners to adopt viable analytic procedures that may help them optimize resource allocation to strengthen customer satisfaction. This paper reviews a range of procedures used for measuring customer satisfaction that are identified in the literature and tests which procedures might be more useful to practitioners. Design/methodology/approach – Customer satisfaction measurement procedures developed in the literature are reviewed to assess the non-linear and asymmetric relationship between attribute performance and overall satisfaction. A convergent validity test between the two measurement procedures that the review suggests are the most suitable for application in practice is then conducted to discover the relative merits of each. The test is based on an empirical investigation carried out in the mobile communication industry. Findings – Two measurement procedures were identified as the most appropriate to practitioners, “regression with dummy variables” and the “Importance Grid”. These were compared using a convergent validity test, which revealed a lack convergent validity between the two. Discussion about the reliability of the two procedures and the implications for practice is provided. On balance, the regression with dummy variables was identified as the better approach. Originality/value – The paper highlights the importance that recognition is given to the non-linear and asymmetric response of customer satisfaction to the performance of different product/service attributes if appropriate decisions are to be made for allocating marketing resources. While research on customer satisfaction has emphasized the need to account for the non-linear and asymmetric relationship between attribute performance and overall satisfaction, no effort has been made to disseminate these insights fully among practitioners. Since understanding the relationship between attribute performance and overall satisfaction is paramount if resource allocation to improve attribute performance is to be prioritized correctly, there is a pressing concern to move customer satisfaction programs closer to the theory predictions. A range of measurement procedures is reviewed and compared. Through this work, academics and practitioners may gain further insight into procedures for measuring customer satisfaction and an understanding of the relative benefits and limitations of the procedures that may be adopted.
The Asymmetric Impact of Price-Attribute Performance on Overall Price Evaluation (2005)
G.Padula, B.Busacca
INTERNATIONAL JOURNAL OF SERVICE INDUSTRY MANAGEMENT, vol.16, n.1, 2005, pp. 28-54
ABSTRACT
Purpose – To investigate the theoretical foundations of price as a multi-dimensional component of value and to examine the nature of the relationship between price-attribute perception and overall price evaluation. Design/methodology/approach – The economic theory of the distribution of surplus across customers and the equity theory are used to develop the hypotheses about the multi-dimensional nature of the price construct. Prospect theory is used to predict the relationship between price-attribute performance and overall price evaluation. Data were collected through a structured questionnaire regarding mobile communications operators in Italy. After carrying out a principal factor analysis, several regression models were run to test the hypotheses. Findings – The results confirm that price is a multi-dimensional construct (i.e. made up of cheapness, fairness and variety), yet they do not fully support the prospect theory predictions. Research limitations/implications – Multi-item price measurement scales need to be further developed and validated. The theoretical framework needs to be further validated in other industries to assess the external validity of these findings. Practical implications – Different dimensions of price represent different “evaluation categories”, all related to importance, yet vastly different in how one ought to respond to each of them. For price dimensions showing an asymmetric relationship with overall price evaluation, relative importance is a function of performance. Originality/value – This paper extends the price conceptualization from a uni-dimensional to a multi-dimensional construct and suggests an integration of prospect theory. It offers a contribution for research on evaluation measurement procedures as well as on price and value management.