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As conviviality can nurture community social capital, this paper aims to investigate how such capital can give rise to economic behaviour in terms of developing business relationships.

The empirical analysis was based on case studies of Italian businesses recognised as active communities that periodically organise convivial activities to fuel reciprocal collaboration. The case studies were constructed by combining a collection of secondary data, in-depth interviews and participant observations.

This paper shows how: community social capital in convivium emerges from self-narrative stimulated by ritual practices; social trust mobilising a convivial social capital is fuelled by knowledge generated through sharing and empathic relationships; community-based social relations embed business relations and if mediated, community-based business relations can also embed a community business.

The originality of the paper is twofold as it contributes: to understanding how conviviality can be used as a strategic tool for entrepreneurs to develop business relationships from convivial relations; and to finding intersection points between studies on business relationships from social capital and studies on entrepreneurship from community social capital.

The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.

The authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.

The main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.

Although the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics to understand which design proposal has greater visual salience. A more specific objective was to assess which design proposal was preferred to be marketed.

The experiment involved evaluating of three different labeling proposals of an Italian winery. Infrared eye-tracking was used to measure implicit eye movements on the three bottles displayed, simultaneously, on a computer screen. A generalized linear model was used to test how consumers' visual attention to wine label design correlated with their preferences.

The design proposals were evaluated significantly differently, with one set being preferred. In general, a strong positive relationship was found between pausing to peruse a specific design proposal and making an explicit choice of the same bottle.

The main limitation of the experiment concerns the sample interviewed. As the sample is homogeneous, the results may not be generalizable to other segments. Furthermore, the addition of electroencephalographic devices that monitor brain activity could provide crucial information for understanding consumer behavior during the purchase decision-making process.

Eye-tracking methods could be useful for designers and wine producers during the evaluation process of design projects.

The use of eye-tracking for evaluating design proposals before placing a product on the market is relatively novel. This method provides objective, quantitative and predictive information on consumer preferences contributing guidelines to designers and marketers during the product conception phase.

The study aims to propose a comprehensive overview of the Omnichannel phenomenon by identifying its theoretical foundations as well as future research directions.

In order to systematize Omnichannel-centered contributions and identify future research directions for post-Covid-19, this study adopted a mixed-method study, combining a systematic literature review, a bibliometric co-citation analysis and a panel discussion by field experts.

In Study 1, the authors traced extant literature on Omnichannel back to its theoretical foundations, which led to the identification of four research areas in which the concept of Omnichannel is rooted. Contributions pertaining to the aforesaid research areas were discussed and submitted to a panel of experts (Study 2) after the lockdown periods. The experts gave various insights into both the past and future of Omnichannel research. Finally, a framework synthesizing theoretical foundations of Omnichannel, literature gaps and opportunities for future research is provided.

To our knowledge, this is the first attempt to combine mixed methods study in Omnichannel research and to involve a panel of experts in order to discuss the findings of a literature review and evaluate future research directions. This choice allowed us to investigate both incumbent academic and managerial challenges raised by Omnichannel and to provide guidance for the post-pandemic recovery.