Micro & Macro Marketing

1997 - 2026

Current editor(s): Dario Romano

From Società editrice il Mulino
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2026, issue 2

The IMP (Industrial Marketing & Purchasing) Group: The Past, Present and Future of a Theoretical Perspective and International Research Community pp. 215-220

Enrico Baraldi

Bridging Artificial Intelligence and Marketing Automation: Toward the Hybrid Intelligence Marketing System Paradigm pp. 223-233

Simone Guercini and Andrea Sestino

An Agent-Based Simulation Model Integrating Generative AI and Fast and Frugal Heuristics for Enhanced Marketing Automation pp. 235-258

Marco Remondino and Andrea Gaudiello

The Impact of AI on Radio Loyalty pp. 259-284

Oronzo Trio, Armando Papa and Federica Cavallo

The Potentialities of AI in Retention Strategies: A B2B2C Perspective pp. 285-307

Chiara Cantù

AI between (Post) Management Impacts and Predictive Decisions Towards Trans-Disciplinarity and Algorethics for New Rationality? Some Comments pp. 309-332

Luciano Pilotti and Marco Gambaro

Assessing Green Purchase Behaviour of Emerging Market Consumers – A Study on India pp. 335-355

Amit Kumar Banerjee, Debasis Chakraborty, Partha Pratim Sengupta and Sayan Gupta

I Love You Even if You Betray Me! The Consumer’s Perception of Brand Betrayal through an Empirical Analysis pp. 357-385

Simona D'amico, Tommaso Pucci and Niccolò Fiorini

Brand as Platforms: Best Practices in Italy pp. 389-418

Giuseppe Bertoli, Bruno Busacca and Maria Carmela Ostillio

Book Review pp. 421-423

Cinzia Castiglioni

2026, issue 1

Editorial - Twenty years after. China landscape pp. 3-8

Tiziano Vescovi

Reviewers 2025 pp. 9-11

Micro & Macro Marketing

Evaluating the Impacts of Influencer Marketing on Consumer Purchase Decisions in the Chinese Fashion Industry pp. 15-40

Sai Li

Understanding Egyptian Consumers’ Acceptance of Mobile Food Delivery Applications: An Extended Technology Acceptance Model Study pp. 41-66

Mohamed Abdelraouf and Farid Muharram

Mobile Banking User Adoption and Attitude to Behavioral Intention under Technology Acceptance Model in Nepal pp. 67-93

Gunja Kumari Sah and Dhruba Kumar Gautam

Navigating the Transition Toward a Sustainable Textile Industry: Exploring Challenges for SMEs pp. 95-117

Giulia Monteverde, Andrea Runfola and Simone Guercini

High-end Brand Museums as Drivers of Tourists’ Visiting Decisions pp. 119-149

Marco Francesco Mazzù, Matteo De Angelis and Irene Della Sala

Managing Social Acceptance of NIMBY Facilities. A Systematic-Narrative Hybrid Literature Review pp. 151-175

Francesca Ceruti

Growing Through Loyalty: How Starbucks’ App and Loyalty Program Evolved into Customer Journey Companions pp. 179-202

Cristina Ziliani

Transparency and Closeness to Customers: The Recipe for Building a Genuine and Trustworthy Relationship. Interview with Hugues Brasseur, Chief Executive Officer of Crédit Agricole Italia and Senior Country Officer pp. 203-211

Guido Cristini

2025, issue 3

Editoriale: From Intuitive to Intentional: Country-of-Origin Effect and the Sustainability Challenge for Made in Italy pp. 443-447

Elisa Carloni

Bridging Artificial Intelligence and Marketing Automation: An Overview pp. 451-460

Simone Guercini and Andrea Sestino

Hey, PiErre! The Role of AI-Enabled Chatbots in Geographical Brand Management pp. 461-489

Magda Touti and Chiara Bartoli

AI Adoption in B2B Marketing: An Analysis of Technological, Organizational, and Environmental Factors pp. 491-527

Alessandra Cioli, Luca Marinelli, Antonella La Rocca and Andrea Perna

Lights and Shadows of Generative AI in the Hospitality Industry. An Exploratory Analysis of Generation Z pp. 529-556

Marco Valerio Rossi, Irene Fulco, Francesca Faggioni and Barbara Aquilani

Integrating Artificial Intelligence into Internal Brand Communication pp. 557-590

Vincenzo Gissi and Elisabetta Savelli

The Importance of Trust in Relationship Marketing: A Literature Review pp. 593-620

Albérico T. Rosário and Joaquim A. Casaca

The Moderating Role of Religious Hypocrisy and Social Control in The Relationship between Religious Commitment and Halal Food Consumption pp. 621-643

Fatih Mehmet Kıyak

Nestlé. Il globale che si fa locale: l’adattamento al consumatore come condizione per uno sviluppo condiviso. Intervista a Marco Travaglia, Presidente e Amministratore Delegato di Nestlé Italia pp. 647-658

Guido Cristini

An Analysis of Purchasing Attitudes and Behaviors in Gen Z and Gen Alpha pp. 661-677

Anna Zinola and Carlos Gago Rodriguez

Recensioni pp. 681-683

Cinzia Castiglioni

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