Research groups

Brand Management

The Brand Management group aims at analysing the brand equity and brand loyalty creation processes through the study of the relationships between these latter and their antecedents. In particular, such relationships will be also explored within the digital context with a particular focus on brand equity perception derived from the membership to the online communities.The main publications of the group are the following:

  • Brunetti, F., Confente, I., Kucharska, W., & Kaufmann, H. R. (2017, September). FRAMING THE TEMPORAL DIMENSIONS OF A BRAND. In 10th Annual Conference of the EuroMed Academy of Business. ID: 99827, HDL: 11562/971551.
  • Confente, I.; Brunetti, F. (2017) BRAND CO-CREATION IN THE VALUE CHAIN: EVIDENCE FROM A CASE-STUDY IN THE COSMETIC INDUSTRY. In Conference Proceedings: Sinergie-SIMA “Value co-creation: management challenges for business and society”, ID: 98749, HDL: 11562/967915.
  • Kucharska, W., & Confente, I. (2017). SELFIE AND PERSONAL BRANDING PHENOMENA IN THE CONTEXT OF THE NETWORK ECONOMY. A LITERATURE REVIEW. Handel Wewnętrzny, (6 (371), 161-169. hdl:11562/985787.
  • Kucharska, W., Brunetti, F., Confente, I., & Mladenović, D. (2018). CELEBRITIES’ PERSONAL BRAND AUTHENTICITY IN SOCIAL MEDIA: AN APPLICATION IN THE CONTEXT OF FOOTBALL TOP-PLAYERS. THE ROBERT LEWANDOWSKI CASE. In Proceedings of the 5th European Conference on Social Media ECSM (pp. 125-133). hdl:11562/985785.
  • Kucharska, W.; Flisikowski, K., Confente, I. (2018), DO GLOBAL BRANDS CONTRIBUTE TO THE ECONOMY OF THEIR COUNTRY OF ORIGIN? A DYNAMIC SPATIAL APPROACH, Journal of Product and Brand Management, forthcoming.
  • Sánchez-Casado, N., Confente, I., Tomaseti-Solano, E., & Brunetti, F. (2018). THE ROLE OF ONLINE BRAND COMMUNTIES ON BUILDING BRAND EQUITY AND LOYALTY THROUGH RELATIONAL BENEFITS. Journal of Marketing Theory and Practice, 26(3), 289-308. ID: 101609 HDL: 11562/976040.
Contact people
Ilenia Confente

Federico Brunetti
Full Professor
Ilenia Confente
Temporary Assistant Professor
External components
Wioleta Kucharska
Gdansk University
Noelia Sanchez-Casado
Universidad Politécnica de Cartagen
Hans Ruediger Kaufmann
University of Nicosia
Topic Research area
Consumer attitudes and behaviours toward sustainability. Responsabilità sociale d'impresa ed etica aziendale
CSR, sustainability and business ethics
Brand and branding Comunicazione aziendale
Corporate communication
Customer education Marketing
Marketing
Circular economy and the value perception Marketing
Marketing
Evolution of the firm-market relationship Responsabilità sociale d'impresa ed etica aziendale
CSR, sustainability and business ethics
B2B customer loyalty and supply chain management Logistica e gestione della supply chain
Logistics and supply chain management
Digital marketing Marketing
Marketing
The role of the shopper within the supply chain in a omni-channel environment. Logistica e gestione della supply chain
Logistics and supply chain management
Research of new firm’s models. Responsabilità sociale d'impresa ed etica aziendale
CSR, sustainability and business ethics
Social media Marketing
Marketing
Social media marketing Marketing
Marketing
Omni-channel strategy and retailing Marketing
Marketing

Activities

Research facilities