Gjornâl Furlan des SiencisFriulian Journal of Science

No. 30 (2020): GFS
RESEARCH ARTICLES

Aperitifs, young people and minority languages

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  • SANDRO SILLANI,
  • MAURO PASCOLINI,
  • FRANCESCA ROMITO,
  • FEDERICO NASSIVERA
SANDRO SILLANI
Department of Agrifood, Environmental and Animal Sciences, University of Udine, Udine. Italy.
MAURO PASCOLINI
Department of Languages Literature, Communication, Education and Society, University of Udine, Udine. Italy.
FEDERICO NASSIVERA
Department of Agrifood, Environmental and Animal Sciences, University of Udine, Udine. Italy.

Keywords

  • Consumer,
  • drinks,
  • minority languages,
  • conjoint analysis,
  • marketing

How to Cite

[1]
SILLANI, S., PASCOLINI, M., ROMITO, F. and NASSIVERA, F. 2020. Aperitifs, young people and minority languages. Friulian Journal of Science. 30 (May 2020), 49–60.

Abstract

The aperitif is an expanding consumer good associated with modern lifestyles and sociality. This aim of the study was to evaluate whether the region of origin (Carnia) and the use of a minority language (Friulian) might serve as effective levers in the aperitif market. It was found that both the region of origin and the minority language can be effective, and that the language is an important reinforcement of the region of origin. In the case study considered - use of Friulian in the Friuli Venezia Giulia region - the minority language combined with a translation of the text into the majority language generated a competitive advantage, regardless of the consumers’ language skills and sense of regional belonging.

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