Gjornâl Furlan des SiencisFriulian Journal of Science

No. 19 (2015): GFS
RICERCJIS

Empirical evidence of the use of marketing communication strategy in local language for diglossic consumers: the results of a survey in Friuli Venezia Giulia region

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  • FRANCO ROSA,
  • FEDERICO NASSIVERA,
  • MICHELA VASCIAVEO
FRANCO ROSA
University of Udine, Federico Nassivera is contract researcher at the University of Udine, Michela Vasciaveo is Post-Doc at the University of Udine. Acknowledgement. The research was made with the research grant LR 15-96-2013. We thank the CIRF for giving us the opportunity to explore this topic to demonstrate that the local language can be an active instrument of marketing communication. However all responsibility of conclusions are of the authors
FEDERICO NASSIVERA
University of Udine, Federico Nassivera is contract researcher at the University of Udine, Michela Vasciaveo is Post-Doc at the University of Udine. Acknowledgement. The research was made with the research grant LR 15-96-2013. We thank the CIRF for giving us the opportunity to explore this topic to demonstrate that the local language can be an active instrument of marketing communication. However all responsibility of conclusions are of the authors
MICHELA VASCIAVEO
University of Udine, Federico Nassivera is contract researcher at the University of Udine, Michela Vasciaveo is Post-Doc at the University of Udine. Acknowledgement. The research was made with the research grant LR 15-96-2013. We thank the CIRF for giving us the opportunity to explore this topic to demonstrate that the local language can be an active instrument of marketing communication. However all responsibility of conclusions are of the authors

Peraulis clâf

  • food choice, consumer behavior, local languages, communication strategy, SEM method

Cemût citâ

[1]
ROSA, F., NASSIVERA, F. and VASCIAVEO, M. 2015. Empirical evidence of the use of marketing communication strategy in local language for diglossic consumers: the results of a survey in Friuli Venezia Giulia region. Gjornâl Furlan des Siencis - Friulian Journal of Science. 19, 19 (May 2015), 35–59.

Ristret

Cross cultural consumer behavior is a topic of growing market interest: the globalization of marketplaces, migration, multicultural market places, emerging proudness for personal ethnic identity, suggest to consider the local language for communication marketing strategies. The communication is characterized by specific protocols and business writing, which are used by international companies for multilingual communication and for representing a specific culture and identity. According to Morin (2009: 23), “Le marchè doit non seulement être régulée, mais il doit devenir plurielle”. Food products have a strong cultural identity, at both the individual and the collective levels, which is inherently linked to food. This research will afford the cross-cultural marketing communication topic by using the SEM (structural equation model) approach for testing the influence of local language on the consumer behavior. Culture is assumed to be a multi-layered construct at different levels of territorial aggregation: nation, region, province or communal. The cultural background aggregates different cluster of individuals and communities of different size. Three major consequences of the culture are: 1. Perceptions of abstract or intangible elements such as values and belief systems to generate specific community groups; 2. Perceptions of concrete aspects of culture as artifacts, symbols and rituals that contribute to strengthen the relational links; 3. The perception of language as a communication tool binding and perpetuate the cultural system by giving meaning and symbols to physical goods purchased. At the same time, they act as a unifying force binding together the members and facilitate intra-group interaction, while at the same time are hindering interaction with members of other societies and cultures. The experimental part of this work was performed at the University of Udine, frequented by students most of them diglossic and speaking currently Italian Friulan an English or German languages. We tested their behavioral intention to purchase a virtual “sandwich” with a package reporting expressions in different languages. The test was performed by using conjoint analysis and SEM method. The results were similar but in this paper we will discuss only the results of the SEM method. The local language is dividing the sample in two clusters: the first one includes those who appreciate the local language (the majority) because it means inclusion and cultural link with the territory; the second one includes those who strongly reject the use of messages in local language

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