Corporate communication

People with expertise in this area
Research interests

Federico Brunetti: Full Professor

Paola Castellani: Assistant Professor

Research interests
Topic	People	Description
Brand and branding	Federico Brunetti	Identification of the effectiveness conditions of firms’ branding policies. Study of the effects of the firm’s human component (entrepreneurs, managers and employees) on brand equity. Study of the effects of time flow on brand perceptions by subsequent generations of consumers. Study of (movie, cinema, music) celebrity brand perceptions.
Communication and diversity management	Paola Castellani	Study of how companies communicate and value their diversity management policies to improve customer relationships by responding to their diversified expectations and to promote interaction between collaborators, thus supporting creativity / innovation within the working groups and the perspectives / knowledge with which to approach a problem. Use of qualitative methods (focus groups and interviews)
Event management and sustainable events	Paola Castellani	Design and planning of events. The management of events in terms of hospitality, communication, logistics, participation and care of experience, team training and leadership. The study of the sustainability process of an event and the communication of sustainable events. Analysis of the impact of events. The study of the event as an experience of dialogue with the stakeholders and the effects produced. The study of events as a good practice for the protection of tangible and intangible cultural heritage. Use of qualitative methods (focus groups and interviews).
The communication of corporate museums and archives	Paola Castellani	Study of corporate museums and archives as a tool for communication and enhancement of a cultural heritage and as a tool of corporate communication, products/marketing communication, corporate culture communication and as a tool of communication of the role played with local community and with public and private actors at a national and international level. Analysis of case studies aimed to deepen the strategies pursued with reference to the representation of the corporate identity, the improvement of the company positioning, the development of the brand loyalty, the growth of the brand and corporate reputation, the consolidation and dissemination of the corporate culture, strengthening of organizational cohesion.
Reputation management	Paola Castellani	Study of the functions of corporate reputation, how to build and govern reputation, how communication develops reputation, analysis of the potential of different communication tools, which strategies companies adopt to support their reputation, also to defend themselves from the spread of false information by of the media. Case study analysis and development of empirical research based on qualitative methods such as focus groups, surveys and interviews.
Storytelling e transmedia storytelling	Paola Castellani	The study of storytelling and transmedia storytelling as a communication strategy, as a means of involving the audience and as an effective co-creation solution. Development of empirical studies to deepen the analysis of the needs of the new audience and of the determinants underlying a transmedia communication project, since this communication proves capable of involving the audience in a process that generates value as it links the public to the history causing it to establish a self-brand connection. Use of qualitative methods (focus groups, surveys and interviews).
Top management communication and people engagement	Paola Castellani	Study of the factors that can affect the quality of top management communication with reference to organizational-relational factors, thus highlighting the circular causality relationship between the quality of the information flow and organizational well-being. From an internal communicaton perspective, improving the quality of top management communication produces benefits in terms not only of decision-making capacity but also of organizational climate. Moreover it produces benefits in terms of competitive advantages for a company. Use of qualitative methods (focus groups, surveys and interviews).