The main objective of this paper is to analyze from a new perspective, that of the actual and potential consumers, the level of knowledge of the elements that comprise the gastronomy of Parma, fundamental feature of the local brand, with the purpose of identifying both the elements of notoriety and those less known by the consumers. The main research methods were: the critical analysis of the specialised literature, and the survey through a questionnaire distributed online comprising several types of questions, applied to a sample of mixed respondents made up of people who have a personal or professional interest in Parma as well as people who have no connection with this city.The answers partially confirmed the initial hypothesis, in the sense that the respondents indicated the gastronomy as local brand and mentioned the main territorial traditional food products, as well as the main brands of the food industry, but there are also some aspects less known that should be promoted more, especially outside Parma. The limitation of this study is that the research was conducted only in Italy. In a future study, the results could be supplemented by answers from respondents from abroad.
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In-Text Citation: (Casangiu, 2022)
To Cite this Article: Casangiu, L. (2022). Parma: Gastronomic Identity and Local Branding. International Journal of Academic Research in Business and Social Sciences, 12(4), 836–847.
Copyright: © 2022 The Author(s)
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