June 2020

Artification as a driver of public value co-creation: Evidence from the photographic exhibition on Italian Ghost hotel

This study attempts to enlarge knowledge on public value co-creation within a complex environment such as artification. The transfiguration of object that is not regarded as art in the traditional sense into something art-like underpins the development of processes suitable for analyses within the co-creation framework. The case of “EXIT”, the photographic exhibition on Ghost hotel in the province of Pavia...

Author(s): Michela Magliacani  

June 2020

African-ingredient branding as a marketing strategy: Examining the evaluations of export-market consumers

Previous research demonstrated that the marketing strategy of ingredient branding can enhance brand value, whilst enlarging outcomes for the value chain. Although, African-ingredient branding—using commodities produced/grown in Africa as a product attribute—has been considered theoretically, it has never been explored experimentally. It is therefore unclear whether this particular marketing strategy could...

Author(s): Caspar Krampe, Hannah van Lith, Mavis Gobiye and Paul T. M. Ingenbleek