As many research studies confirm, the importance of collective reputation is increasing, especially in the agro-food chain. Currently, the reputation of firms and brands is the main key driver for companies' competitiveness and success in modern markets. This paper empirically investigates the...

Wine sector is just one of the most important drink sector in the modern market. In this global context, Europe and, in particular, Italy, play a critical role about demand and Supply. Traditional wine market is full, so it’s necessary to find new lever to have consumers fidelity over time,...

This work tries to provide a path to describe the modern marketing research and, at the same time, it tries to examine carefully in which context, a firm can be supported by marketing strategies focused to the consumers.Between different methods examined, the Conjoint analysis has resulted the...