Leveraging Italianness Abroad: A Corpus-Assisted Discourse Approach to Restaurant Branding

Abstract

Brands are carriers of meanings, shaping consumers’ perceptions while influencing their behavior through discourse. This study examines restaurant branding from a discourse perspective, specifically focusing on Italian restaurants in Miami-Dade County, Florida, United States. Through a corpus-assisted discourse approach (CADS), the study investigates the use of the “Italianness” tactic in these restaurants’ digital brand positioning strategy. Findings reveal that restaurants employing this tactic create highly humanized brands, conveying values such as authenticity, tradition, and high-quality ingredients, among others. This study aims to contribute to existing research at the intersection of branding and discourse while raising awareness among hospitality professionals about the impact that a discourse-based brand strategy and the semiotic power of food on consumer behavior.