Marketing mix and customer equity of SPA brands:Cross-cultural perspectives

Globalization has substantially transformed the fashion industry. Firms that conduct innovative marketing campaigns for SPA brands, also known as fast fashion, are operating worldwide. Because SPA brands tend to have short trend cycles, corporate profitability is sensitive to consumers' attitudinal changes. The authors of this study establish a theoretical framework by examining research trends related to customer equity at home and abroad by delving into the current state of global SPA brands, defining customer equity, developing customer equity measurements, and conducting empirical analyses. This study uses structural equation models to analyze corporate marketing activity effects on customer lifetime value through brand attitude. Although earlier studies identify customer equity as driving value equity, brand equity, and relationship equity, the authors introduce social network equity as another driver.     

What is the Value of Luxury? A Cross‐Cultural Consumer Perspective

International luxury businesses are challenged by the identification and satisfaction of the common needs and desires of global market segments. Although luxury goods have become available to a wider range of consumers, the traditional conspicuous consumption model has been transformed into a new experiential luxury sensibility that is marked by a change in the way that consumers define luxury. Based on an empirical study in collaboration with American, European, and Asian researchers, the results provide evidence that consumers in various parts of the world purchase or wish to purchase luxury products for varied reasons but that such consumers generally possess similar values. Regardless of their countries of origin, the basic motivational drivers of luxury consumers are similar among the financial, functional, personal, and social dimensions of luxury value perceptions, although the relative importance of these dimensions varies.     

Big data for corporate social responsibility: blockchain use in Gioia del Colle DOP

The traceability of the supply chain with strict compliance with the specification to demonstrate in "transparency" the production processes in compliance with legislation and from a corporate social responsibility perspective, represents a fundamental requirement at the basis of competitive advantage in the food industries (Patelli and Mandrioli, J Food Sci 85: 3670–3678, 2020). The purpose of this work is to illustrate the innovative method for the certification and protection of the production phases of the DOP food chain and specifically the Mozzarella DOP of Gioia del Colle produced by the company Capurso Azienda Casearia Srl. This innovative approach consists of several phases that will be described in detail in the following paper. Besides, the idea of the introduction of Blockchain technology in an industry like this is an important step. This technology, associated with more accurate and intelligent management of the data acquisition process (Big data approach), optimizes the productivity of small businesses such as the dairy company. Blockchain technology guarantees security in the management of large amounts of data as never before possible, an innovative and experimental approach that makes the entire path of the production chain more controlled and optimized (Giacalone et al. International workshop on fuzzy logic and applications. Springer, Cham, pp. 218–225, 2016).