Micro & Macro Marketing

1997 - 2025

Current editor(s): Dario Romano

From Società editrice il Mulino
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2025, issue 2

Editoriale: Tecnologie "radicalmente" diverse. Quando l’algoritmo fa parte dell’immaginario della società dei consumi pp. 209-210

Francesca Setiffi

Award 2024 pp. 211-211

Micro & Macro Marketing

Enhancing Internationalization of SMEs Through the «100% Made in Italy» Certification: An Empirical Study pp. 215-242

Eleonora Acciai, Mario Risso, Luca Rossi, Patrizia Silvestrelli and Luca Giraldi

Digital Consumer Vulnerability: A New Theoretical Framework Through a Systematic Literature Review pp. 243-268

Veronica Capone, Letizia Lo Presti and Giulio Maggiore

The Brand Lover of Apple: A Qualitative Study of the Impact of Brand Experiences on Generation Z Customer Loyalty pp. 269-295

Marta Carvajal-Aparicio and Francesc Fusté-Forné

Enhancing eWOM Intention Through Social Media-based Brand Communities in the Higher Education Sector: The Mediating Effect of Brand Attachment pp. 297-323

Ousama El-Merabet, Siham Kinani and Zouhair El-Merabet

Consumer Behaviour and Continuity of Use of Food Delivery Services: An Integrated Approach. Insights from the Pandemic Period pp. 325-353

Giada Mainolfi, Simona D'Amico and Donata Tania Vergura

Examining the Significance of Nostalgia in Consumer’s Behavior Using Data-Driven Theory pp. 355-376

Maryam Sarikhani Khorrami, Maysam Shafiee and Katayun Mirzaeian

ROLD: The Potential of Transformative Marketing in Industry 5.0 pp. 379-400

Chiara Cantù

"Financial Education for All": Detecting Barriers and Transforming Needs into Demand. Evidence from the Italian Population pp. 403-431

Carolina Guerini

Recensioni pp. 435-438

Cinzia Castiglioni and Giuseppe Bertoli

2025, issue 1

Editoriale. Il sistema di finanziamento delle università: problemi e sfide pp. 3-6

Guido Cristini

Reviewers 2024 pp. 7-9

Micro & Macro Marketing

Navigating the Future: Integrating Digital and Sustainable Practices in Retailing. Introduction pp. 13-15

Cristina Zerbini, Monica Grosso and Fabio Musso

Italian Small Retailers’ Adaptation to Digital Transformation: A Stakeholder Marketing Approach pp. 17-38

Cecilia Casalegno, Chiara Civera, Elena Candelo and Brigida Morelli

The Paths of Heritage Luxury Brands in the Digital Age: Italian Case Studies from the Fashion Industry pp. 39-64

Alessia Zacheo, Myriam Caratù and Giada Mainolfi

Lo showrooming come sfida omnichannel. Effetti delle forme di coinvolgimento e della sensibilità ambientale pp. 65-90

Gabrielli Veronica and Stefania De Mite

The Power of Chat: Intentions Toward AI E-Retail Agents pp. 91-116

Roberta De Cicco, Marco Cioppi and Ilaria Curina

Value Self-Creation and Value Co-Creation in Consumption Contexts pp. 119-144

Roberto Grandinetti

«If I Care, I Buy». Exploring an Integrated Model of Environmental Concern, Attitudes, Anticipated Guilt and Purchase Intention in Sustainable Vegan Fashion pp. 145-174

Giada Mainolfi, Mario D'Arco, Vittoria Marino and Riccardo Resciniti

«The most famous unknown company»: la leadership occulta. Intervista ad Andrea Pontremoli, AD di Dallara Group pp. 177-186

Guido Cristini

The Italian Wine Tourism Among Chinese Travelers. Insights into Preferences, Behaviors, and Emerging Trends pp. 189-199

Yuyuan Chen and Anna Zinola

Recensioni pp. 203-204

Edoardo Lozza

2024, issue 3

Editoriale: Psicologia e consumi sostenibili pp. 477-482

Edoardo Lozza

Combining Sustainability and Digital Transformation in Retail and Distribution Channels: Introduction pp. 483-484

Fabio Musso, Monica Grosso and Cristina Zerbini

Sustainability Meets Innovation in the Retail Sector: A Bibliometric Analysis pp. 485-416

Simone Aiolfi, Donata Tania Vergura, Silvia Bellini and Beatrice Luceri

Sustainable Customer Relationships Management: A Conceptual Framework for Integrating CRM and Sustainability pp. 517-550

Antonella Cammarota, Chiara Ottolenghi, Alessandro Cinti and Andrea Sabatini

Technological and Sustainable Orientation in the Wine Context: A Focus on Gen Z pp. 551-580

Elisabetta Savelli and Alessio Travasi

Transmedia Branding for Digital Fashion Brands A Dialogue between Semiotics and Marketing pp. 581-610

Simonetta Buffo

Digital Age Content Marketing: Strategies and Trends pp. 611-638

Kamaal Allil and Adil Zia

Flatmates: The First Italian Influencer Marketing Agency Founded and Managed by Content Creators pp. 639-658

Generoso Branca, Mario D'Arco, Vittoria Marino and Riccardo Resciniti

Digitalization and customer value: evidence from automotive industry pp. 659-684

Giuseppe Bertoli, Bruno Busacca and Mario Silanos

Recensioni pp. 685-686

Cinzia Castiglioni

2024, issue 2

Editoriale: New Paths of Luxury pp. 267-272

Tiziano Vescovi

M&MM Award 2023 pp. 273-276

Micro & Macro Marketing

The Relevance of a Psychological Perspective in Marketing and Consumer Behavior. Introduction pp. 277-278

Edoardo Lozza

Drawing Problem Gamblers’ Profile in Italy: A Comprehensive Categorization from a Behavioral, Psychological, and Socio-demographic Perspective pp. 279-300

Giulia Sesini, Cinzia Castiglioni, Stefano De Vita, Benedetta Cesti and Guendalina Graffigna

Antecedents of Attitudes Towards Advertising in the New Paradigm: An Empirical Study pp. 301-328

P.V. Sanesh, Anupam Narula and Naseem Abidi

Impact of Color on Consumer’s Psychology: Systematic Literature Review pp. 329-358

Kawtar Oubdi and Zineb Ouazzani Touhami

Lessons from an Uncontrollable Health Crisis: Intention to Travel in the Pre- and Post-vaccine Era pp. 359-388

Sandro Castaldo, Andrea Ciacci, Lara Penco and Giorgia Profumo

Legality Rating Communication: An Opportunity for Service Companies pp. 389-418

Maria Fedele, Simona D'Amico, Aysan Bashirpour Bonab and Vincenzo Formianso

Rebranding: History vs Innovation in the Fashion Industry pp. 419-448

Maria Carmela Ostillio and Martina Scandura

Il ruolo della strumentazione di marketing digitale nella vendita diretta. Un’indagine sulla rete di PEF S.p.A pp. 449-470

Carolina Guerini and Alberto Cusi

Recensioni pp. 471-472

Cinzia Castiglioni

2024, issue 1

Editoriale: Promuovere consumi alimentari sostenibili è una questione di psicologia! pp. 3-6

Guendalina Graffigna

Reviewers 2023 pp. 7-10

Micro & Macro Marketing

Marketing for Start-Up. Introduction pp. 11-18

Lorenzo Zanni, Tommaso Pucci and Marco Remondino

Unveiling the Role of Marketing in the Opportunity Identification and Framing of Deep Tech Startups pp. 19-48

Nicoletta Buratti and Francesco Vitellaro

Marketing for Deep-Tech Start-Ups. An Analysis from Two Perspectives pp. 49-82

Maria Colurcio, Monia Melia and Angela Caridà

Artificial Intelligence and Generation Z: Evidence from Tourism and Hospitality pp. 61-188

Veronica Marozzo, Valeria Schifilliti and Tindara Abbate

Technological and Marketing Capabilities in the Innovative High-Tech Startups Domain pp. 83-108

Alessandra Costa, Veronica Marozzo and Tindara Abbate

An Analysis of the Importance of Marketing in the Acquisition Process pp. 109-130

Niccolò Fiorini and Elena Casprini

Corporate re-branding: A systematic literature review and research agenda pp. 131-160

Simona D'Amico

Analysing Gen Z Behaviour Through Binoculars. A Closer Look at Private and Public Sustainable Habits pp. 189-224

Micol Batelli, Francesco Testa, Vinicio Di Iorio and Marco Frey

Memory Tourism and the Vajont Disaster: Exploring Experiences and Emotions pp. 225-242

Michela Cesarina Mason, Andrea Moretti and Gioele Zamparo

Italy: Not Only Made in, but Above All Sense of pp. 243-260

Mariano Bella and Luciano Mauro

Recensioni pp. 261-263

Cinzia Castiglioni