The Blog

Italian Journal of Marketing

25/05/2026

Building better reviews: What makes feedback truly valuable. A conversation with Ernesto Cardamone

25/05/2026

How brand language on social media drives engagement: what managers should actually change. A conversation with Matilde Rapezzi

25/05/2026

How green brands turn trust into advocacy in emerging markets. A conversation with Arry Widodo, Putu Nina Madiawati, Heri Setia Wardoyo, and Azhar Affandi

25/05/2026

From virtual ride to real visit: how virtual cycling can boost destination attractiveness. A conversation with Giacomo Del Chiappa, Marcello Atzeni, and Md Salamun Rashidin

24/05/2026

Can Emojis Make Chatbots More Effective? A Guide for Managers. A conversation with Mafalda Pescatore and Stefania Farace

25/03/2026

tech-savvy tourist

Do smart hotels really turn technology into sustainable value? A conversation with Valerio Veglio and Cecilia Bartaloni

19/03/2026

sales enablement

Sales enablement as a strategic capability. A conversation with Shubhendra Singh Parihar and Ankit Mehrotra

06/02/2026

Understanding brand confusion. A conversation with Chiara Mauri, Marco Pichierri, and Martina Gurioli

06/02/2026

phygital

What does phygital mean? A conversation with Luca Corinaldesi

02/01/2026

AI marketing risks

AI marketing risks: evidence and what managers should do next. A chat with Giacomo Zatini

06/11/2025

emotional appeals in charity advertising

Does the end justify the means? Emotional appeals in charity advertising under the microscope. A conversation with Sofia Pansoni and Giacomo Gistri

06/11/2025

fashion consumption emerging markets

Rethinking fashion consumption in emerging markets through social practice theory. A conversation with Abraham Yeboah, Ofosu Agyekum, Vida Owusu-Prempeh & Ebenezer Kwame Addae

02/10/2025

consumer self-confidence

What we wear may change the way we shop. A conversation with Hao Liu

02/10/2025

healthy food consumer segments

How healthy are you? Understanding healthy food consumer segments: how psychology shapes eating behavior. A conversation with Anna Boncompagni

01/09/2025

experimental design

Mastering Experimental Research: Tips from Felipe Pantoja to approach and conduct experiments in the marketing domain.

01/09/2025

financially constrained consumers

When less is more: how financially constrained consumers react to sales promotions. A conversation with Aulona Ulqinaku and Gülen Sarial-Abi

05/07/2025

Virtual travel, real impact: how tourists perceive Virtual Reality experiences. A conversation with Md. Salamun Rashidin

05/07/2025

satisfaction

Beyond boundaries: rethinking customer satisfaction in service encounters. A conversation with Anna Fiorentino

17/06/2025

Winning Gen Z’s heart through Brand Activism: action, not just words. A conversation with Antonella Cammarota and Generoso Branca

17/06/2025

perceived sustainability organic food

Exploring the role of sustainability and traceability in organic food choices. A conversation with Veronica Marozzo, Alessandra Costa, and Tindara Abbate

29/04/2025

destination image

Leveraging the destination image to offset the adverse effects of perceived risk. A chat with Francesca De Canio, Elisa Martinelli, and Giampaolo Viglia

29/04/2025

diversity

Diversity from the customer’s perspective: Good or bad? A chat with Musa Essa

29/04/2025

marketing

Exploring the future of international and interactive marketing: A conversation with Aysegul Özsomer and Peeter Verlegh

08/04/2025

Callipo

Disgust and preference for familiar brands. Professor Carmela Donato meets Giacinto Callipo and Matteo Candotto (Callipo Conserve Alimentari S.r.l.)

29/03/2025

sales education

The relevance of integrating sales courses in Italian universities. A chat with Silvio Cardinali.

29/03/2025

e-commerce

Four strategies for getting the most from e-commerce in the context of an omnichannel strategy. A chat with Valeria Belvedere, Elisa Martina Martinelli and Annalisa Tunisini.

01/03/2025

academic writing

Mastering Academic Writing: Tips from Professor John B. Ford

01/03/2025

self-concept

Consumer self-concept and digitalization: what does this mean for brands? A chat with Chiara Bartoli.

01/03/2025

service digitization

Actors, resources, and activities in Digital Servitization: a business network perspective. A chat with Elisa Carloni and Serena Galvani.

31/01/2025

simona botti

Exploring the future of consumer behavior research: A conversation with Simona Botti