{"id":25652,"date":"2024-03-06T08:32:24","date_gmt":"2024-03-06T07:32:24","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=211499"},"modified":"2024-11-11T11:01:07","modified_gmt":"2024-11-11T10:01:07","slug":"grosse-marken-und-die-kraft-der-vielfalt","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2024-03-06\/grosse-marken-und-die-kraft-der-vielfalt\/","title":{"rendered":"I grandi marchi e il potere della diversit\u00e0"},"content":{"rendered":"<p><img class=\"alignnone wp-image-211503 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/Stilbild-Diversity-mit-Haenden-von-Canva-1-1.png\" alt=\"Diversit\u00e0 nella pubblicit\u00e0\" width=\"1024\" height=\"768\" \/><\/p>\r\n<p>I partecipanti allo studio che hanno visto annunci con una rappresentazione unilaterale, sia che si trattasse esclusivamente di modelli neri o asiatici, li hanno giudicati meno efficaci rispetto agli annunci con un cast eterogeneo. Questi risultati sono stati coerenti in tutti i gruppi di partecipanti, indipendentemente dalla loro etnia. Il responsabile dello studio, Conor Henderson, del <a href=\"https:\/\/www.uoregon.edu\/\" rel=\"noopener\">Universit\u00e0 dell'Oregon<\/a> ha sottolineato che i partecipanti non bianchi si identificano meno con la societ\u00e0 statunitense rispetto ai partecipanti bianchi. Tuttavia, hanno identificato un legame pi\u00f9 forte con la societ\u00e0 quando hanno visto pubblicit\u00e0 con un gruppo di modelli diversi.<\/p>\r\n<p>La maggiore identificazione dei consumatori porta questi ultimi a impegnarsi maggiormente con i marchi affermati e a percepirli in modo pi\u00f9 favorevole rispetto ai piccoli marchi sfidanti. Queste conclusioni sono state tratte durante una visita di ricerca in Francia da Henderson insieme a Marc Mazodier della ESSEC Business School e Jamel Khenfer della Excelia Business School. Lo studio ha incluso ricerche negli Stati Uniti, nel Regno Unito e negli Emirati Arabi Uniti.<\/p>\r\n<h3><strong>Analisi completa dei dati<\/strong><\/h3>\r\n<p>I ricercatori hanno iniziato analizzando un ampio set di dati sulle recensioni dei clienti di centinaia di marchi statunitensi, tenendo conto dell'etnia e del codice postale. Hanno scoperto che il consueto vantaggio che i marchi leader traggono dalla notoriet\u00e0 e dalla popolarit\u00e0 era meno pronunciato tra le persone di colore della pelle diverso. Questi gruppi erano meno interessati ad affermare se stessi acquistando marchi popolari e quindi avevano meno bisogno di conformit\u00e0 sociale.<\/p>\r\n<h3><strong>Efficacia delle varie pubblicit\u00e0<\/strong><\/h3>\r\n<p>I ricercatori sottolineano che i loro risultati si applicano principalmente ai grandi marchi e non sono necessariamente trasferibili ai piccoli marchi. Inoltre, hanno riscontrato che l'impatto dei marchi leader era pi\u00f9 debole tra i partecipanti provenienti da comunit\u00e0 etnicamente diverse. In un'ulteriore fase, i ricercatori hanno esaminato se le pubblicit\u00e0 che mostrano persone di etnie diverse possono contribuire a rafforzare il senso di connessione con la societ\u00e0.<\/p>\r\n<p>Analizzando pubblicit\u00e0 reali e scenari generati artificialmente, sono state esaminate le reazioni a pubblicit\u00e0 che mostravano solo modelli di una certa etnia o un cast misto. \u00c8 emerso che le pubblicit\u00e0 prive di diversit\u00e0 etnica non sono state valutate positivamente da nessuno dei partecipanti. Le pubblicit\u00e0 con un cast eterogeneo, invece, hanno ricevuto le valutazioni migliori. Questi risultati sono stati pubblicati sul \"Journal of the Academy of Marketing Sciences\".<\/p>","protected":false},"excerpt":{"rendered":"<p>Uno studio di Conor Henderson dell'Universit\u00e0 dell'Oregon sottolinea che la rappresentazione unilaterale dei gruppi etnici nella pubblicit\u00e0 non \u00e8 pi\u00f9 al passo con i tempi. Al contrario, le pubblicit\u00e0 dovrebbero mostrare una gamma variegata di modelli provenienti da contesti diversi, al fine di promuovere un senso di integrazione e identificazione nelle societ\u00e0 multiculturali. Questo approccio potrebbe aumentare significativamente il valore del marchio in un mondo sempre pi\u00f9 diversificato.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Diversit\u00e4t in Werbung","_yoast_wpseo_metadesc":"Studie zeigt: Diversit\u00e4t in Werbung verbessert Markenwahrnehmung. Vielfalt f\u00fchrt zu st\u00e4rkerer Verbraucheridentifikation.","articlekey":"","footnotes":""},"categories":[29],"tags":[2717,159,339,459],"class_list":["post-25652","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-branding","tag-diversity","tag-marketing","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Grosse Marken und die Kraft der Vielfalt - Organisator<\/title>\n<meta name=\"description\" content=\"Studie zeigt: Diversit\u00e4t in Werbung verbessert Markenwahrnehmung. 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