The paper investigates the Mediterranean diet, by analyzing online information: Media provided content and consumer conversations, within Italian and Spanish websites. The research methodology is both qualitative and quantitative. The results show that the Mediterranean diet embodies both functional and symbolic attributes, as well as cultural and experiential traits.
The Mediterranean diet storytelling: an inquiry into an intangible marketing asset / Sfodera, Fabiola; Nosi, Costanza; Mattiacci, Alberto; Luca, Petruzzellis. - In: GLOBAL MARKETING CONFERENCE PROCEEDING. - ISSN 1976-8699. - CD-ROM. - (2016), pp. 1214-1219. (Intervento presentato al convegno 2016 Global Marketing Conference at Hong Kong tenutosi a Hong Kong nel 21-24 luglio 2016) [10.15444/GMC2016.08.09.01].
The Mediterranean diet storytelling: an inquiry into an intangible marketing asset
SFODERA, Fabiola;MATTIACCI, ALBERTO;
2016
Abstract
The paper investigates the Mediterranean diet, by analyzing online information: Media provided content and consumer conversations, within Italian and Spanish websites. The research methodology is both qualitative and quantitative. The results show that the Mediterranean diet embodies both functional and symbolic attributes, as well as cultural and experiential traits.| File | Dimensione | Formato | |
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Sfodera_Mediterranean-diet_2016.pdf
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