Autori
Riva, Giuseppe
Bagni, Jacopo
Malvolti, Silvio

Titolo
Positive Digital Marketing: l'uso di notizie positive su dispositivi digitali come strumento di brand management
Periodico
Micro & macro marketing
Anno: 2012 - Volume: 62 - Fascicolo: 2 - Pagina iniziale: 257 - Pagina finale: 272

Narration and experience play a central role in the marketing andbrand management strategies: they are used to create a vivid image ofthe brand in consumers' minds, to carry positive values attributable tothe brand and to help the consumer in constructing «possible worlds»symbolically positive and able to support their aspirational projects oflife. After introducing and discussing the concept of «Positive Marketing» the paper discusses the potential of good news stories - positivenarratives presenting individuals doing generous or good acts for reasons- as a possible positive marketing tool.We argued that the effects of transportation and elevation inducedby good news, could be important marketing assets to induce cognitive,emotional and conative changes in consumers. Finally, we discussedthree recent promising and successful marketing communication campaigns,based on the concept of positive brand narratives, as a possiblebridge towards our proposal.



SICI: 1121-4228(2012)62:2<257:PDMLDN>2.0.ZU;2-1
Testo completo: http://www.mulino.it/download/article/10.1431/37980
Testo completo alternativo: http://www.mulino.it/doi/10.1431/37980

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