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Dr. Maria Palazzo
University of Salerno

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0 Corporate Communications
0 CSR
0 Marketing
0 sustainabilitiy

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Short Biography

Maria Palazzo (PhD, AFHEA, FHEA, MSc (Honours), MA, BA (Honours)) is a research fellow at the Department of Political and Communication Studies,University of Salerno (Italy), and a member of the Sustainability Communication Centre (SCC) (http://dsc.unisa.it/scc/). She is also an academic tutor and a lecturer at the Universitas Mercatorum (Rome,Italy). She was a former lecturer at University of Bedfordshire,School of Business (London, UK),a visiting scholar at the University of Granada (Granada,Spain)and a visiting lecturer at the Universidad del Norte,Escuela de Negocios (Barranquilla,Colombia). She is editor of Cogent Business & Management and International Journal of Sustainable Entrepreneurship and Corporate Social Responsibility. Her articles have been published in The TQM Journal, European J. of International Management, Corporate Social Responsibility & Environmental Management, Current Issues in Tourism, International Journal of Bank Marketing, Qualitative Market Research: an International Journal, Land Use Policy, Journal of Business-to-Business Marketing,Journal of Brand Management and in other academic outlets.

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Article
Published: 29 July 2021 in The TQM Journal
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Purpose This paper aims at exploring the relations amongst the concepts of customer relationship management (CRM), convenience, trust, perceived service quality, satisfaction, perceived value, loyalty, image and purchase intention in the hotel sector. Design/methodology/approach The research was conducted using interviews with hospitality managers and guests who had a direct connection with the hotel industry. According to the qualitative study results and literature review, the authors designed a model that was examined via structural equation modelling and fuzzy set qualitative comparative analysis. Findings This paper presents a conceptual framework that enhances existing research in the field of study, as it was implemented to measure the antecedent and consequences of perceived service quality. Based on the results from New York and London, the authors found that CRM and convenience have significant impact on perceived service quality. Interestingly, the aggregated data illustrate the negative relationship between image, loyalty and purchase intention. Originality/value The approach used by this study is partially in line with previous theoretical analyses and shows appealing patterns in international service quality perception. Besides, the paper adds insights into the realm, linking together different dimensions in order to reach an in-depth understanding and complex analysis of each item that affects and is affected by perceived service quality in the hotel industry.

ACS Style

Maria Palazzo; Pantea Foroudi; Maria Antonella Ferri. Examining antecedents and consequences of perceived service quality in the hotel industry: a comparison between London and New York. The TQM Journal 2021, 33, 193 -221.

AMA Style

Maria Palazzo, Pantea Foroudi, Maria Antonella Ferri. Examining antecedents and consequences of perceived service quality in the hotel industry: a comparison between London and New York. The TQM Journal. 2021; 33 (7):193-221.

Chicago/Turabian Style

Maria Palazzo; Pantea Foroudi; Maria Antonella Ferri. 2021. "Examining antecedents and consequences of perceived service quality in the hotel industry: a comparison between London and New York." The TQM Journal 33, no. 7: 193-221.

Article
Published: 13 July 2021 in British Food Journal
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Purpose Following the planned behaviour theory, the aim of the paper is to analyse the role played by brand attachment, brand characteristics and congruence in enhancing brand attitude while leading to revisit intentions and word-of-mouth (WOM) in the restaurant sector. Design/methodology/approach The study is based on the quantitative method and considered 464 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square–structural equation modelling (PLS-SEM). Findings This study expands the literature about WOM and revisit intentions. The paper states that brand attitude positively influenced revisit intentions and WOM. Besides, findings highlighted that analysed concepts were positively correlated and that they played an important role in impacting revisit intentions and WOM, apart from one factor: social self-congruity, which was not significantly related to brand attitude. Practical implications The results of this paper show practitioners how to develop suitable strategies that set the bases for developing customer loyalty and repeat business. By putting into practice these suggestions in the restaurant sector, brands can easily build up their attitude and boost a positive WOM and the intention to revisit. Originality/value The study offers a conceptual framework to explore the significance of several factors, including revisit intentions and WOM. In practice, taking into account the proposed framework, it is suggested that restaurant managers should assess these two items using several factors including congruence, brand characteristics and brand attachment.

ACS Style

Pantea Foroudi; Maria Palazzo; Asfia Sultana. Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. British Food Journal 2021, 123, 221 -240.

AMA Style

Pantea Foroudi, Maria Palazzo, Asfia Sultana. Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. British Food Journal. 2021; 123 (13):221-240.

Chicago/Turabian Style

Pantea Foroudi; Maria Palazzo; Asfia Sultana. 2021. "Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector." British Food Journal 123, no. 13: 221-240.

Journal article
Published: 04 December 2020 in Sustainability
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Purpose—This research discusses emerging trends in financial inclusion, barriers and factors influencing mobile banking as an innovative solution for increasing financial inclusion in sub-Saharan Africa (SSA) with a specific focus on Nigeria. Design/methodology/approach—Using a qualitative meta-synthesis (QMS), an interpretivist research paradigm, authors provide an analytical tool for understanding the subject of inquiry by integrating findings from previous studies and relevant data from the reports of the Central Bank of Nigeria on emerging trends in financial inclusion. Findings—Three major factors emerged as drivers of mobile banking in Nigeria: (a) the ease of using mobile devices for personal banking transactions including prompt information about users’ financial transactions (savings and withdrawals) immediately through SMS (short message service) alert (easy management of my account); (b) the security/safety concerns of theft and cyber fraud; (c) social influence of friends, relatives, policy makers and social trends. Implications—In contextualizing mobile banking in SSA and in Nigeria in particular, this paper contributes to exploring the growth in the use of mobile banking by linking it with the “value in use” (VIU) perspective. This approach of the service dominant logic involves three sub-constructs (experience, personalization, and relationship), which all validate and support the proposed assertion that mobile banking is adopted by users because of utility expectancy (perceived usefulness), effort expectancy (perceived ease of use), and social influence expectancy (opinions of friends/relatives). Originality/value—This research, although qualitative in nature, validates information technology (IT) adoption theories/perspectives and enriches the “value in use” approach.

ACS Style

Alfonso Siano; Lukman Raimi; Maria Palazzo; Mirela Panait. Mobile Banking: An Innovative Solution for Increasing Financial Inclusion in Sub-Saharan African Countries. Evidence from Nigeria. Sustainability 2020, 12, 10130 .

AMA Style

Alfonso Siano, Lukman Raimi, Maria Palazzo, Mirela Panait. Mobile Banking: An Innovative Solution for Increasing Financial Inclusion in Sub-Saharan African Countries. Evidence from Nigeria. Sustainability. 2020; 12 (23):10130.

Chicago/Turabian Style

Alfonso Siano; Lukman Raimi; Maria Palazzo; Mirela Panait. 2020. "Mobile Banking: An Innovative Solution for Increasing Financial Inclusion in Sub-Saharan African Countries. Evidence from Nigeria." Sustainability 12, no. 23: 10130.

Earlycite article
Published: 08 September 2020 in International Journal of Bank Marketing
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PurposeIncreased public scrutiny and stakeholder pressure have given more importance to strategic corporate social responsibility (SCSR) and its three dimensions – orientation, process and value creation. At the same time, they provide banks the inspiration needed to pursue business goals, attain positive performances and communicate their social responsibility efforts. This paper analyses whether and how companies in the banking sector use corporate websites to communicate SCSR dimensions.Design/methodology/approachA content analysis was performed based on the corporate websites of leading banks included in the Dow Jones Sustainability World Index and the Hang Seng Corporate Sustainability Index to assess the prominence of SCSR communication.FindingsThe study shows that banks give less prominence to SCSR on corporate websites differently from companies belonging to other sectors, as they are less likely to expose their orientation to SCSR and pay slightly less attention to value creation than other companies.Practical implicationsThe paper provides theoretical insights into SCSR dimensions and how they are communicated on corporate websites. From a practical standpoint, the study provides guidance for managers in the banking sector aimed at improving their communication efforts, avoiding decoupling issues and adopting a consistent value creation perspective.Originality/valueFew studies have used a value creation perspective to differentiate between the dimensions of a SCSR approach. The paper fills this gap by assessing the communication efforts adopted by banks and insurance companies in this area.

ACS Style

Maria Palazzo; Agostino Vollero; Alfonso Siano. From strategic corporate social responsibility to value creation: an analysis of corporate website communication in the banking sector. International Journal of Bank Marketing 2020, 38, 1529 -1552.

AMA Style

Maria Palazzo, Agostino Vollero, Alfonso Siano. From strategic corporate social responsibility to value creation: an analysis of corporate website communication in the banking sector. International Journal of Bank Marketing. 2020; 38 (7):1529-1552.

Chicago/Turabian Style

Maria Palazzo; Agostino Vollero; Alfonso Siano. 2020. "From strategic corporate social responsibility to value creation: an analysis of corporate website communication in the banking sector." International Journal of Bank Marketing 38, no. 7: 1529-1552.

Conference paper
Published: 01 September 2020 in Blockchain Technology and Innovations in Business Processes
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The territorial dynamics of tourism destinations are growingly be influenced by the advancement in digital and social media communication. In particular, opinion leaders or influencers in social media play an important role in determining the image and the value perceived by different types of territorial stakeholders. More specifically, the paper explores the role of Instagram influencers (Igers) in shaping destination images of sustainable tourism destination worldwide. A visual analysis of posts on Instagram in a 7-year span (2012–2019) is carried out to analyze differences in different macro-regions and identify associations of influencers with various destinations. Findings show that engagement level vary at continent level and territorial dynamics are determined by cultural similarities, especially on the West-East axis. Implications and associated research avenues are discussed to develop insights for assessing the value of different types of influencers in affecting territorial dynamics, both in tourism management and in designing the evolution of rural areas towards a sustainable-oriented image.

ACS Style

Pierluigi Vitale; Maria Palazzo; Agostino Vollero; Alfonso Siano; Pantea Foroudi. The Role of Igers in the Territorial Dynamics of Sustainable Tourism-Oriented Destinations. Blockchain Technology and Innovations in Business Processes 2020, 759 -767.

AMA Style

Pierluigi Vitale, Maria Palazzo, Agostino Vollero, Alfonso Siano, Pantea Foroudi. The Role of Igers in the Territorial Dynamics of Sustainable Tourism-Oriented Destinations. Blockchain Technology and Innovations in Business Processes. 2020; ():759-767.

Chicago/Turabian Style

Pierluigi Vitale; Maria Palazzo; Agostino Vollero; Alfonso Siano; Pantea Foroudi. 2020. "The Role of Igers in the Territorial Dynamics of Sustainable Tourism-Oriented Destinations." Blockchain Technology and Innovations in Business Processes , no. : 759-767.

Journal article
Published: 15 July 2020 in Land Use Policy
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Tourism development perspectives and land use planning often intersect in sustainable tourism management. However, the promised (advertised) sustainability and concrete communication practices in the tourism industry and destination management seem to be at a crucial point, especially considering the radical impact brought by social media technologies on tourists’ preferences and their destination image perceptions. Aiming at reaching a deeper understanding of communication of sustainable tourism in urban and rural spaces through the ‘eyes of the users’, the paper identifies different types of influencers on Instagram and how they are associated with tourism destinations. By focusing on the role of social media influencers in shaping destination images, the paper analyzes the use of the hashtag #sustainabletourism on Instagram from January 2012 to January 2019. A mixed-method approach has been used to map both the evolution of sustainable tourism-related content and a typology of influencers. The results show that different kind of Instagram’s influencers differently generate engagement according to tourism destinations. Findings are used to derive insights for policy makers, planners and organizations by inferring how influencers can act as central hubs in connecting urban and rural environments, seen as tourism destinations, and in raising awareness of their sustainable attributes.

ACS Style

Maria Palazzo; Agostino Vollero; Pierluigi Vitale; Alfonso Siano. Urban and rural destinations on Instagram: Exploring the influencers’ role in #sustainabletourism. Land Use Policy 2020, 100, 104915 .

AMA Style

Maria Palazzo, Agostino Vollero, Pierluigi Vitale, Alfonso Siano. Urban and rural destinations on Instagram: Exploring the influencers’ role in #sustainabletourism. Land Use Policy. 2020; 100 ():104915.

Chicago/Turabian Style

Maria Palazzo; Agostino Vollero; Pierluigi Vitale; Alfonso Siano. 2020. "Urban and rural destinations on Instagram: Exploring the influencers’ role in #sustainabletourism." Land Use Policy 100, no. : 104915.

Articles
Published: 23 June 2020 in Current Issues in Tourism
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The fragmentation in decision-making among different stakeholders severely influences the effectiveness of tourism promotion, in well-known destinations as well. Through the lens of Collaboration Theory, the paper empirically aims at exploring how an Integrated Marketing Communications (IMC) approach may be applied in a fragmented context of tourism with the objective of fostering collaboration between different players. Constructivist grounded theory is also employed to analyse interviews with tourism body stakeholders, organizations and other local government associations from the Amalfi coast region of Italy. The findings underpin the development of propositions presented not only for the purpose of guiding collaborative initiatives based on integrated communication’s principles, but also for encouraging/urging local stakeholders to attain the main benefits of creating and maintaining a multifaceted network of relationships; that network of relations could constitute an efficient way to overcome uncertainty in tourism. Thus, the present paper advances a multidimensional IMC approach in a tourism framework, supporting the need to help local stakeholders to overcome boundaries that hinder them from joining forces. This approach will allow them to attract tourist interest, build and sustain a co-developed place brand, and as a result strengthen community identity.

ACS Style

Maria Palazzo; Agostino Vollero; Alfonso Siano; Pantea Foroudi. From fragmentation to collaboration in tourism promotion: an analysis of the adoption of IMC in the Amalfi coast. Current Issues in Tourism 2020, 24, 567 -589.

AMA Style

Maria Palazzo, Agostino Vollero, Alfonso Siano, Pantea Foroudi. From fragmentation to collaboration in tourism promotion: an analysis of the adoption of IMC in the Amalfi coast. Current Issues in Tourism. 2020; 24 (4):567-589.

Chicago/Turabian Style

Maria Palazzo; Agostino Vollero; Alfonso Siano; Pantea Foroudi. 2020. "From fragmentation to collaboration in tourism promotion: an analysis of the adoption of IMC in the Amalfi coast." Current Issues in Tourism 24, no. 4: 567-589.

Research article
Published: 17 May 2019 in Corporate Social Responsibility and Environmental Management
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Despite the fact that culture is central in globalized and digitalized contexts, few studies have investigated how organizations are influenced by cultural dimensions in communicating their social responsibility efforts. Through the lens of cultural dimensions, this study aims at comparing communication displayed on corporate websites of top sustainable organizations. The aim is reached evaluating how Hofstede's cultural dimensions, reflected in corporate social responsibility (CSR) content, vary between companies in Asian context and other organizations worldwide. A coding scheme to analyze cultural impact on CSR communication content disclosed on websites was carried out. Findings show that Hofstede's cultural dimensions and online CSR communication belong to different levels of analysis: One is innate and diffusive, whereas the other one is intentional and rational. Differently from extant studies on cultural dimensions, results suggest that cultural dimensions are factors that should be analyzed as social aspects, whereas online CSR communication should instead be explored as strategic feature.

ACS Style

Agostino Vollero; Alfonso Siano; Maria Palazzo; Sara Amabile. Hoftsede's cultural dimensions and corporate social responsibility in online communication: Are they independent constructs? Corporate Social Responsibility and Environmental Management 2019, 27, 53 -64.

AMA Style

Agostino Vollero, Alfonso Siano, Maria Palazzo, Sara Amabile. Hoftsede's cultural dimensions and corporate social responsibility in online communication: Are they independent constructs? Corporate Social Responsibility and Environmental Management. 2019; 27 (1):53-64.

Chicago/Turabian Style

Agostino Vollero; Alfonso Siano; Maria Palazzo; Sara Amabile. 2019. "Hoftsede's cultural dimensions and corporate social responsibility in online communication: Are they independent constructs?" Corporate Social Responsibility and Environmental Management 27, no. 1: 53-64.

Articles
Published: 07 May 2019 in Journal of Business-to-Business Marketing
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Purpose – The aim of the paper is to analyze if the proximity to market influences the extent of disclosure of Corporate Social Responsibility (CSR) on corporate websites of companies included in the Dow Jones Sustainability World Index (DJSWI). Methodology/Approach – Starting from an examination of the extant literature on CSR e-communication, the paper identified several key dimensions of the selected topic. Then, through a content analysis research design, the study explores how companies communicate on corporate websites their CSR efforts, applying a four-dimensional model. Findings – Different from assumptions (not demonstrated) in the previous research, the paper highlights that Business-to-Business (B-to-B) companies are more prone than Close-to-Market (C2M) organizations to be engaged in the disclosure both of CSR orientation (i.e. how their value statements reflect their commitment to sustainability) and structure (i.e. how they communicate their governance structure and certifications of CSR and how they engage with stakeholders). Moreover, the paper shows similarities in how C2M and B-to-B companies communicate their efforts in using interactive tools and presenting CSR content on their corporate websites. Research Implications – From a conceptual point of view, both institutional and political theories can explain why disclosure of CSR values, governance structures, and engagement mechanisms is becoming more and more frequent in B-to-B companies. These kinds of organizations are, in fact, potentially more problematic in terms of environmental issues. Hence, the paper demonstrates that the increased public scrutiny pushes B-to-B companies to play the parts of ‘political actors’, thus making them more likely to invest in processes that engage different stakeholders in CSR decision-making. Practical Implications – The research has the merit of tracing back the main differences between C2M and B-to-B companies in terms of CSR e-communication to the inherent nature of the industry to which organizations belong. This involves the view that managers of B-to-B companies can benefit from suggestions on how to use CSR e-communication to sustain specific corporate strategies. B-to-B companies are becoming more aware that mechanisms for approaching CSR communication can help them to prevent greenwashing accusations, which are very common and risky for industrial companies and their partners. Originality/Value/Contribution of the paper – The paper adds several insights to the debate on CSR communication in B-to-B research, pointing out the constitutive dimensions and the diverse motivations that can push companies to adopt specific approaches in CSR disclosure.

ACS Style

Maria Palazzo; Agostino Vollero; Pantea Foroudi; Alfonso Siano. Evaluating Constitutive Dimensions of CSR E-Communication: A Comparison between ‘Business-To-Business’ and ‘Close-To-Market’ Companies. Journal of Business-to-Business Marketing 2019, 26, 341 -355.

AMA Style

Maria Palazzo, Agostino Vollero, Pantea Foroudi, Alfonso Siano. Evaluating Constitutive Dimensions of CSR E-Communication: A Comparison between ‘Business-To-Business’ and ‘Close-To-Market’ Companies. Journal of Business-to-Business Marketing. 2019; 26 (3-4):341-355.

Chicago/Turabian Style

Maria Palazzo; Agostino Vollero; Pantea Foroudi; Alfonso Siano. 2019. "Evaluating Constitutive Dimensions of CSR E-Communication: A Comparison between ‘Business-To-Business’ and ‘Close-To-Market’ Companies." Journal of Business-to-Business Marketing 26, no. 3-4: 341-355.

Chapter
Published: 01 January 2019 in Brand Culture and Identity
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The creation of a trustworthy brand identity through advertising has received relatively little attention in European marketing research. Thus, in this chapter, we explore this relationship by undertaking focus group research in the UK and Italy to identify the characteristics of print advertisements perceived as portraying a trustworthy image. The results show that advertisements that are simple, straightforward and clear are perceived as being more trustworthy. However, findings in this chapter also show some differences between our national samples in relation to factors such as colour perception and consumer ethnocentrism. Young consumers are also quite critical of current advertising efforts in building a trustworthy brand image. A discussion of potential solutions and future research directions is provided.

ACS Style

Annie Danbury; Maria Palazzo; Kathleen Mortimer; Alfonso Siano. Cultural Perspectives on Advertising Perceptions and Brand Trustworthiness. Brand Culture and Identity 2019, 1524 -1543.

AMA Style

Annie Danbury, Maria Palazzo, Kathleen Mortimer, Alfonso Siano. Cultural Perspectives on Advertising Perceptions and Brand Trustworthiness. Brand Culture and Identity. 2019; ():1524-1543.

Chicago/Turabian Style

Annie Danbury; Maria Palazzo; Kathleen Mortimer; Alfonso Siano. 2019. "Cultural Perspectives on Advertising Perceptions and Brand Trustworthiness." Brand Culture and Identity , no. : 1524-1543.

Journal article
Published: 12 October 2018 in International Journal of Business and Management
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In 2015, a new kind of company was introduced by law in Italy: the forBenefit Company (fBComp). Such kind of firms is characterized by a relevant novelty: they are for-profit companies whose statute explicitly recognizes the impact of managerial decisions on the wellness of society as well as on shareholders. This study focuses on fBComps as organizations which bases their survival on social legitimacy. Such public recognition can be achieved through creating relationships with social and economic actors (Golinelli, 2010). The objective of the current paper is to open up to a scientific and methodological discussion about the contribution that the social behavior of a company can give to its sustainable survival in light of the logic of diffused value co-creation. The study analyzes the fBComp as a new “social” business model (SBM), which evolves and goes far beyond the Corporate Social Responsibility (CSR) phenomenon. This topic posits some main research questions: is that a new form and method for value-production and distribution? How does it affect existent corporate governance logics? Results illustrate how this business model operates in practice, or, in other words, the practical applications for the concept of business for-benefit (Rawhouser, Cummings, & Crane, 2015). By conducting a desk analysis, based on a content analysis, using the results of the first Italian Report on fBComp, the contribution draws a portrait of this business model’s main features and explains how or if it impacts management practices, shareholders and other kind of stakeholders.

ACS Style

Maria Antonella Ferri; Maria Palazzo. An Italian Business Model for Engaging Organisations to Social Wellness: A Focus on the for Benefit Companies. International Journal of Business and Management 2018, 13, p142 .

AMA Style

Maria Antonella Ferri, Maria Palazzo. An Italian Business Model for Engaging Organisations to Social Wellness: A Focus on the for Benefit Companies. International Journal of Business and Management. 2018; 13 (11):p142.

Chicago/Turabian Style

Maria Antonella Ferri; Maria Palazzo. 2018. "An Italian Business Model for Engaging Organisations to Social Wellness: A Focus on the for Benefit Companies." International Journal of Business and Management 13, no. 11: p142.

Journal article
Published: 13 August 2018 in The TQM Journal
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Purpose The purpose of this paper is to analyse how service and product-based industries communicate their efforts in corporate social responsibility (CSR) as legitimacy-seeking strategies. The service companies are thus compared to product companies in their use of different rhetorical strategies and associated legitimacy approaches on their corporate websites. Design/methodology/approach A thematic content analysis of the websites of companies belonging to the Dow Jones Sustainability World Index was conducted, to identify different rhetorical strategies (institutional, political and strategic), each associated with modes companies use to gain legitimacy (cognitive, moral and pragmatic). Findings The study shows that service and product companies differ in terms of how they symbolically manage legitimacy. Service companies are less active in communicating CSR in two out of three of the identified rhetorical strategies. Other differences are observable at an industry level. Practical implications The study provides an in-depth understanding of legitimacy approaches elicited by online CSR communication. Managers of service companies can benefit from suggestions on how to use CSR content to sustain specific legitimacy strategies. Originality/value This study represents a starting point in connecting the ongoing debate on legitimacy theory with different rhetorical CSR approaches. It demonstrates that the seeking of legitimacy is to some extent restrained within the service industry.

ACS Style

Agostino Vollero; Maria Palazzo; Alfonso Siano; Domenico Sardanelli. Managing CSR communication. The TQM Journal 2018, 30, 621 -637.

AMA Style

Agostino Vollero, Maria Palazzo, Alfonso Siano, Domenico Sardanelli. Managing CSR communication. The TQM Journal. 2018; 30 (5):621-637.

Chicago/Turabian Style

Agostino Vollero; Maria Palazzo; Alfonso Siano; Domenico Sardanelli. 2018. "Managing CSR communication." The TQM Journal 30, no. 5: 621-637.

E viewpoint
Published: 12 March 2018 in The Bottom Line
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Purpose The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC). Design/methodology/approach The paper draws on the critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications. Findings A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, as it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels. Research limitations/implications The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses. Originality/value The paper shows that while scholars have concurred that ICC is crucial for different type of organizations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC.

ACS Style

Alfonso Siano; Agostino Vollero; Maddalena Della Volpe; Maria Giovanna Confetto; Pantea Foroudi; Maria Palazzo. The role of physical metaphors for decision-making in integrated corporate communication. The Bottom Line 2018, 31, 42 -55.

AMA Style

Alfonso Siano, Agostino Vollero, Maddalena Della Volpe, Maria Giovanna Confetto, Pantea Foroudi, Maria Palazzo. The role of physical metaphors for decision-making in integrated corporate communication. The Bottom Line. 2018; 31 (1):42-55.

Chicago/Turabian Style

Alfonso Siano; Agostino Vollero; Maddalena Della Volpe; Maria Giovanna Confetto; Pantea Foroudi; Maria Palazzo. 2018. "The role of physical metaphors for decision-making in integrated corporate communication." The Bottom Line 31, no. 1: 42-55.

E viewpoint
Published: 13 November 2017 in The Bottom Line
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The purpose of this paper is to investigate the link between community of place and small- and medium-sized enterprises (SMEs) in Lombard industrial districts in Italy. A brief literature review of international authors from the stakeholder approach and Corporate Community Relations (CCRs) field is presented. This paper refers to a survey of Lombard industrial districts conducted by ALTIS. The data were collected via a telephone survey from 834 firms. The main finding is that managing CCRs is of major importance for company success. The results of the survey show that there are some tools and actions that Italian industrial district SMEs use to interact with their particular communities of place to develop effective and coherent relationships with their stakeholder groups. Moreover, although the survey shows that though SMEs do implement different CCR activities, they are not able to communicate these effectively through systematic communication strategies. However, the narrow sample includes only a sample of some Lombard districts. Nonetheless, the findings indicate that effective CCR seems to confer competitive advantage based on stakeholder responses and rewards sought. The framework could assist in supporting CCR developments between industrial districts as various players would know how to improve CCR activities. One further suggestion is that University and Research Centers could have a role to play in creating and communicating codified knowledge concerning community relations in industrial districts, while other public players still have to develop specific tasks in improving infrastructures. This study is in line with the main focus of CCR, which is in striving to meet stakeholder and societal needs. However, industrial district SMEs have to learn how to communicate their CCR activities from the examples set by large Italian companies. The paper links the notion of CCR with tools and actions to develop meaningful relationships with both community of place and interest. Moreover, considering the survey results, a new framework for local player roles is proposed.

ACS Style

Maria Palazzo; Pantea Foroudi; Alfonso Siano; Philip J. Kitchen; Bang Nguyen. The value and significance of corporate community relations: an Italian SME perspective. The Bottom Line 2017, 30, 330 -344.

AMA Style

Maria Palazzo, Pantea Foroudi, Alfonso Siano, Philip J. Kitchen, Bang Nguyen. The value and significance of corporate community relations: an Italian SME perspective. The Bottom Line. 2017; 30 (4):330-344.

Chicago/Turabian Style

Maria Palazzo; Pantea Foroudi; Alfonso Siano; Philip J. Kitchen; Bang Nguyen. 2017. "The value and significance of corporate community relations: an Italian SME perspective." The Bottom Line 30, no. 4: 330-344.

E conceptual paper
Published: 25 September 2017 in The Bottom Line
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PurposeThe aim of this conceptual paper is to review Bernstein’s communication wheel in order to make it a tool that can be used in the selection of a corporate communication mix. Design/methodology/approachA critical analysis of Bernstein’s communication wheel shows it to be a checklist, a starting point in the examination of corporate communication mix, but it is not as such of great help to the decision-maker.FindingsThe findings of reviewing literature highlight that the principle of a clear distinction between strategic decisions and operational decisions is applicable also in the field of corporate communication. For each stakeholder relationship, our framework suggests typical combinations of activities and means to be employed. These combinations are useful to experiment with expert systems which are functional to the choices of corporate communication mix.Practical implicationsThe analysis of communication gaps gives directions for formulating strategic decisions. In our framework tactical decisions concern the components of the communication mix architecture (or communication chain): activities, means and vehicles of communication. On the contrary, Bernstein’s communication wheel includes only generic channels (or media) and gives no indications as to the architecture of the communication mix. Originality/valueThis study illustrates the hierarchy of decisions relating to corporate communication mix, the communication wheel could also be useful in communication planning. If this assumption is held to be true it then becomes possible to lay out a framework for a progressive decision-making path that means making sequential choices (first strategic, then tactical). In the stakeholder approach, the aim of strategic decisions is to choose the stakeholder groups on which a firm has to focus its corporate communication activities.

ACS Style

Alfonso Siano; Maria Palazzo; Pantea Foroudi. Rethinking Bernstein Communication Wheel: A Re-visitation of a Communication Tool. The Bottom Line 2017, 00 -00.

AMA Style

Alfonso Siano, Maria Palazzo, Pantea Foroudi. Rethinking Bernstein Communication Wheel: A Re-visitation of a Communication Tool. The Bottom Line. 2017; ():00-00.

Chicago/Turabian Style

Alfonso Siano; Maria Palazzo; Pantea Foroudi. 2017. "Rethinking Bernstein Communication Wheel: A Re-visitation of a Communication Tool." The Bottom Line , no. : 00-00.

Journal article
Published: 01 December 2016 in Journal of Marketing Analytics
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The paper aims to broaden the knowledge regarding consumer attitudes towards global brands and to determine whether these attitudes can be ‘used’ as segmentation criteria. The paper, firstly, identifies a number of dimensions that have been used to analyse consumer perceptions of global brands; secondly, a cross-country analysis carried out in three countries examines the selected factors related to both national and cultural consumer context and to consumer brand equity. Through a multiple correspondence analysis and a cluster analysis, the paper identifies distinct and fresh groups of consumers which are good indicators of existing market trends.

ACS Style

Maria Palazzo; Agostino Vollero; Alfonso Siano. Identifying new segments from a global branding perspective: a three-country study. Journal of Marketing Analytics 2016, 4, 159 -171.

AMA Style

Maria Palazzo, Agostino Vollero, Alfonso Siano. Identifying new segments from a global branding perspective: a three-country study. Journal of Marketing Analytics. 2016; 4 (4):159-171.

Chicago/Turabian Style

Maria Palazzo; Agostino Vollero; Alfonso Siano. 2016. "Identifying new segments from a global branding perspective: a three-country study." Journal of Marketing Analytics 4, no. 4: 159-171.

Journal article
Published: 11 April 2016 in Qualitative Market Research: An International Journal
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Purpose This paper aims to extend corporate social responsibility (CSR) theory by exploring how firms engage with community. The community is frequently cited as a stakeholder of the firm, but in spite of its status in networks it has not been the focus of research. Drawing on community theory and Carroll’s pyramid for the foundation of this study, the authors undertake an empirical investigation to advance knowledge in CSR engagement with a particular stakeholder group. Design/methodology/approach To generate an in-depth insight, the study adopts a multiple case study approach involving the purposeful selection of three retail banks in Ghana as units of analysis. It draws on multiple data sources to strengthen its findings. Findings The study finds that community engagement consists of four spheres of activity: donations, employee voluntarism, projects and partnerships. Philanthropy forms part of largely ad hoc CSR actions by firms. The study also finds that philanthropy is not merely a desired function of the CSR pyramid but an essential one. Practical implications This research imparts increased understanding of how firms engage with an important but frequently overlooked stakeholder group – community. Originality/value This study presents specific theoretical extensions to CSR through its identification of four core activities of community engagement.

ACS Style

Linda Deigh; Jillian Farquhar; Maria Palazzo; Alfonso Siano. Corporate social responsibility: engaging the community. Qualitative Market Research: An International Journal 2016, 19, 225 -240.

AMA Style

Linda Deigh, Jillian Farquhar, Maria Palazzo, Alfonso Siano. Corporate social responsibility: engaging the community. Qualitative Market Research: An International Journal. 2016; 19 (2):225-240.

Chicago/Turabian Style

Linda Deigh; Jillian Farquhar; Maria Palazzo; Alfonso Siano. 2016. "Corporate social responsibility: engaging the community." Qualitative Market Research: An International Journal 19, no. 2: 225-240.

Journal article
Published: 01 January 2016 in International Journal of Innovation and Sustainable Development
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The paper analyses key elements of communication that may lead to accusations that a company is engaging in practices of greenwashing failing to create stakeholder engagement. According to sensemaking and sensegiving approaches, the theoretical foundations that underpin the concepts of corporate social responsibility (CSR) communication and greenwashing practices are explored and a comparison between two energy companies in the Italian and Dutch context is set up for exploratory purpose. The integration of a company's strategic CSR approach and its communication practices may help to enhance effective stakeholder engagement, prevent accusations of greenwashing and avert the negative associated consequences (e.g., scepticism among stakeholders). The research provides a theoretical contribution to CSR communication by identifying several pitfalls that can lead to the appearance of greenwashing and provides caveats for the further development of both theory and managerial practices.

ACS Style

Agostino Vollero; Maria Palazzo; Alfonso Siano; Wim J.L. Elving. Avoiding the greenwashing trap: between CSR communication and stakeholder engagement. International Journal of Innovation and Sustainable Development 2016, 10, 120 .

AMA Style

Agostino Vollero, Maria Palazzo, Alfonso Siano, Wim J.L. Elving. Avoiding the greenwashing trap: between CSR communication and stakeholder engagement. International Journal of Innovation and Sustainable Development. 2016; 10 (2):120.

Chicago/Turabian Style

Agostino Vollero; Maria Palazzo; Alfonso Siano; Wim J.L. Elving. 2016. "Avoiding the greenwashing trap: between CSR communication and stakeholder engagement." International Journal of Innovation and Sustainable Development 10, no. 2: 120.

Journal article
Published: 02 February 2015 in Journal of Communication Management
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Purpose – The purpose of this paper is to focus on the role ingredient branding (IB) plays in shaping the strategic communications created by public relations/corporate communication departments of large organizations when managing crises. Design/methodology/approach – Starting from a literature review on strategic communication and IB the role of this activity is studied within the Italian context. In order to reach the aim of the paper, primary and secondary sources were exploited generating qualitative and quantitative data. The primary data were gathered though in-depth interviews with key management personnel while the secondary data were sourced from reports made available by Tetra Pak Italy. Findings – The study confirmed the contribution of the strategic proactive role played by Tetra Pak Italy managers of External Relations and Marketing Departments and the communication agency manager during a challenging period of crisis for the company. The main implication of the paper lies in the analysis of the important strategic work implemented by the external consultant of communication together with the External Relations and Marketing managers as members of the dominant coalition. Originality/value – The paper analyses a Tetra Pak Italy case study, as an exploratory case that could demonstrate how strategic communication – based on an IB campaign – is of fundamental importance during a period of crisis. Moreover, the research studied how proactive and effective the role played by the communication consultant and managers of External Relations and Marketing Departments was as a determinant of resulting outcomes.

ACS Style

Alfonso Siano; Maria Gabriela Palazzo. Tetra Pak Italy’s ingredient branding: an exploratory case of strategic communication. Journal of Communication Management 2015, 19, 102 -116.

AMA Style

Alfonso Siano, Maria Gabriela Palazzo. Tetra Pak Italy’s ingredient branding: an exploratory case of strategic communication. Journal of Communication Management. 2015; 19 (1):102-116.

Chicago/Turabian Style

Alfonso Siano; Maria Gabriela Palazzo. 2015. "Tetra Pak Italy’s ingredient branding: an exploratory case of strategic communication." Journal of Communication Management 19, no. 1: 102-116.

Journal article
Published: 01 February 2015 in MERCATI E COMPETITIVITÀ
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ACS Style

Maria Palazzo; Agostino Vollero. Conceptualizing content marketing: a delphi approach. MERCATI E COMPETITIVITÀ 2015, 25 -44.

AMA Style

Maria Palazzo, Agostino Vollero. Conceptualizing content marketing: a delphi approach. MERCATI E COMPETITIVITÀ. 2015; (1):25-44.

Chicago/Turabian Style

Maria Palazzo; Agostino Vollero. 2015. "Conceptualizing content marketing: a delphi approach." MERCATI E COMPETITIVITÀ , no. 1: 25-44.