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Origin based agro-food products: how to communicate their experiential value online?

Origin based agro-food products: how to communicate their experiential value online? PurposeThe present paper aims to investigate the experiential dimension of certain Italian agro-food products’ websites, which are seen as exemplifying best practices in the terms of the representation of the brand-land relationship, including their link with the territory of origin in the sense of terroir).Design/methodology/approachThe study was conducted after the conception and experimentation of a model (called SObER), the fruit of detailed studies of experiential marketing (Schmitt, 1999a, 1999b). The model was tested using the user-based focus group technique (Mich, 2007) and verified with reference to certain consortia brands considered to reflect best practices in communication of the brand-land connection. FindingsThe analysis made it possible to identify the key elements for expressing both the experiential dimension and the brand-land relationship of traditional agro-food products, ensuring their effective online communication. Research limitations/implicationsAlthough the research uses a benchmarking technique, it focuses on specific case studies; thus, the outcomes can be generalised by means of an extension of the analysis.Originality/valueThe value of the analysis carried out lies in the creation of a model aimed at the assessment of agro-food products and, more generally, their link with the territory of origin in the online context. In addition, the marketing literature on the experiential dimension applied to website tools is still limited. For this reason, this work may stimulate future in-depth analysis with reference to the proposed model. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Origin based agro-food products: how to communicate their experiential value online?

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References (73)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/BFJ-05-2016-0202
Publisher site
See Article on Publisher Site

Abstract

PurposeThe present paper aims to investigate the experiential dimension of certain Italian agro-food products’ websites, which are seen as exemplifying best practices in the terms of the representation of the brand-land relationship, including their link with the territory of origin in the sense of terroir).Design/methodology/approachThe study was conducted after the conception and experimentation of a model (called SObER), the fruit of detailed studies of experiential marketing (Schmitt, 1999a, 1999b). The model was tested using the user-based focus group technique (Mich, 2007) and verified with reference to certain consortia brands considered to reflect best practices in communication of the brand-land connection. FindingsThe analysis made it possible to identify the key elements for expressing both the experiential dimension and the brand-land relationship of traditional agro-food products, ensuring their effective online communication. Research limitations/implicationsAlthough the research uses a benchmarking technique, it focuses on specific case studies; thus, the outcomes can be generalised by means of an extension of the analysis.Originality/valueThe value of the analysis carried out lies in the creation of a model aimed at the assessment of agro-food products and, more generally, their link with the territory of origin in the online context. In addition, the marketing literature on the experiential dimension applied to website tools is still limited. For this reason, this work may stimulate future in-depth analysis with reference to the proposed model.

Journal

British Food Journal – Emerald Publishing

Published: Aug 1, 2016

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