FRANCESCA CONTE | Progetti

The objectives of the project's continuation are aimed at investigating the alignment between short-term incremental results (performance marketing) and long-term persistent effects (brand equity). The FARB intends to analyze the role of big data, considered strategic resources for companies (Groover et al., 2017), in the brand management and brand building. Furthermore, the project aims to invest

The FARB project has several objectives. First, it aims to provide, through literature review analysis, the drivers for an effective brand management in the era of big data analytics, proposing a dual strategy that combines data-driven marketing and branding building strategy.The FARB intends also to contributes to enrich studies dealing with the adoption of big data from a strategic perspective.

The FARB project intends to deepen, through the literature review, the new data-driven communication approaches, derived from the adoption of big data analytics in the relations with different stakeholder groups. It also proposes to highlight, through empirical analysis, the development trends of Industry 4.0 and big data analytics in digital communication, deepening inter-sectoral differences bet