oa Journal of Marketing - L'esperienza di Vespa : brands @ work
Being a lady who prefers to be chauffeured around whilst wearing six-inch Christian Louboutins, especially in traffic, the thought of riding a scooter or even learning how to 'work' one never crossed my mind. I had always had an idea of what Vespa stood for - a lifestyle brand that embodied metropolitan culture and an Italian icon of panache - but the actual riding component did not form part of my vocabulary nor my understanding of the benefits of riding a 'two-wheel type of transport', where the chances of me getting wet were the opposite of 'slim to none'. However, after a memorable (and entertaining) brand experience with my colleagues Kerryn Le Cordeur and Sabrina Scherf, my unenthusiastic desire to own a Vespa speedily changed.
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