Courses a.y. 2023/2024
12072 MARKETING & CONSUMER BEHAVIOUR
20176 UNDERSTANDING CONSUMER (CONSUMER BEHAVIOUR AND CCT) - MODULE 2
I received my PhD from Bocconi University in 2001 and I joined its faculty as a tenured Researcher in 2003. Since 2011 I have been Associate Professor of Marketing and I have been the Director of the Master of Science in Marketing Management and currently the Director of the Bachelor in Economics and Management for Arts, Culture and Communication. I am a member of the Presidency Board of the Società Italiana di Marketing (SIM) and I sit in the editorial boards of several prestigious marketing journals.
I teach marketing, consumer culture theory, and qualitative research methods at the graduate and Ph.D. level.
My research interests are related to symbolic consumption, consumers’ practices and sense of self. I study consumers’ behavior in the marketplace and their connections with brands and retail spaces in particular. My current projects are focusing on children, opera lovers and people with physical disabilities. In my studies, I adopt a consumer culture perspective and privilege ethnographic methods.
Attachment to and detachment from favorite stores: an affordance theory perspective
THE JOURNAL OF CONSUMER RESEARCH, 2021
Big, thick, small… are data what really matters?
MERCATI E COMPETITIVITÀ, 2019
Bying, renting and sharing: investigating new forms of acquisition
MERCATI E COMPETITIVITÀ, 2018
Release capacity in the vendor selection process
JOURNAL OF BUSINESS RESEARCH, 2015
Street art, sweet art? Reclaiming the "Public" in public place
THE JOURNAL OF CONSUMER RESEARCH, 2010
Symbiotic postures of commercial advertising and street art: Rhetoric for creativity
JOURNAL OF ADVERTISING, 2010
Representing BtoB reality in case study research: Challenges and new opportunities
INDUSTRIAL MARKETING MANAGEMENT, 2010
Exploring visitor experiences at trade shows
THE JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, 2010
Why are themed brandstores so powerful? Retail brand ideology at American Girl Place
JOURNAL OF RETAILING, 2009
American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research
JOURNAL OF MARKETING, 2009
Ongoing search among industrial buyers
JOURNAL OF BUSINESS RESEARCH, 2006
Organizational Creativity. Breaking order and equilibrium to innovate
Journal of Knowledge Management, 9, 4, 19-33, 2005