Micro & Macro Marketing

1997 - 2025

Current editor(s): Dario Romano

From Società editrice il Mulino
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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

2023, issue 3

Editoriale: Un caleidoscopio di scelte sostenibili come risposta a un futuro incerto pp. 443-460

Francesca Setiffi

Introduction: Navigating Consumer Ideologies amidst Uncertainty pp. 447-460

Marco Balzano and Donata Vianelli

Why Do We Eat Out? Evidence from a Meta-analysis Based on Theory of Planned Behaviour pp. 461-488

Paolo Cunico

Changes in an unstable world. Environment, technology and consumption pp. 489-514

Ariela Mortara and Rosantonietta Scramaglia

The Recovery of Mental Frameworks from the Past: Neo-Frugality as a Renewed Consumer Ideology pp. 515-532

Cinzia Castiglioni, Giulia Sesini and Edoardo Lozza

Ethical Consumption and the Shift towards Sustainable Behaviour: A Comparative Approach between Pre and During Pandemic Consumers pp. 533-558

Silvia Platania, Martina Morando and Giuseppe Santisi

Packaging as a Tool for Product Enhancement. Summary Manifest on Recent Literature from a Marketing Perspective pp. 559-572

Guido Cristini and Cristina Zerbini

Intervista a Silvia Bagliani, Mondeleˉz Italia pp. 573-582

Guido Cristini

Between Innovation and Tradition: Demand and Supply in the Italian Audiovisual Industry pp. 585-600

Myriam Caratù

Recensioni pp. 601-602

Edoardo Lozza

2023, issue 2

Editoriale: Marketing Automation and the Case of Programmatic Advertising pp. 239-247

Simone Guercini

M&MM Award 2022 pp. 247-248

Micro & Macro Marketing

Introduzione. Generation Z and New Consumptions Models: Attitudes, Intentions and Behaviors (II part) pp. 251-254

Vittoria Marino and Letizia Lo Presti

How Does Generation Z Relate to Brands Through Vocal Dialogue? Four-Types Relationships in the Field of Voice Assistants pp. 255-280

Michela Patrizi and Maria Vernuccio

Framing Generation Z’s Purchasing Process: A Mixed Method Approach pp. 281-310

Giada Salvietti, Silvia Ranfagni and Danio Berti

Psychology of Money and New Methods of Payment. Generational Differences Towards a Cashless Society pp. 311-336

Cinzia Castiglioni, Giulia Sesini, Harriet Pinel and Edoardo Lozza

Exploring Gen Zers Attitudes Toward a More Sustainable Diet pp. 337-366

Luigi Monsurrò, Martina Di Cioccio, Cristoforo Losito and Carmela Donato

The Return of Reality: Contemporary Marketing beyond Postmodernist Antirealism pp. 367-392

Francesco Casarin and Matteo Giannasi

Strategic priorities for brand growth: The S. Pellegrino case pp. 393-416

Giuseppe Bertoli, Bruno Busacca and Maria Carmela Ostillio

Brand Value for Fruit and Vegetables: Evidences from the Italian Market pp. 417-436

Sabrina Latusi, Massimiliano Fissore and Matteo Fazio

Recensioni pp. 437-439

Edoardo Lozza

2023, issue 1

Editoriale: La globalizzazione disattesa pp. 3-8

Tiziano Vescovi

Reviewers 2022 pp. 9-13

Micro & Macro Marketing

Introduzione. Generation Z and New Consumptions Models: Attitudes, Intentions and Behaviors pp. 13-20

Vittoria Marino and Letizia Lo Presti

Generation Z Consumer’s Behaviors and Values During and Post-Pandemic. A Systematic and Critical Review pp. 21-42

Irene Fulco and Barbara Aquilani

Investigating Circular Behavior Adoption across Gen Z: The Role of Perceived Value and Environmental Consciousness pp. 43-68

David D'Acunto, Silvia Blasi, Ilenia Confente and Ivan Russo

Do Ethnocentrism and Food Neophobia Influence Touristic Behavior? An Investigation among Chinese Generation Z Individuals in Italy pp. 69-94

Gioele Zamparo

Pre-owned Suits Me! Exploring Generation Z’s Purchase Behaviour towards Second-Hand Fashion pp. 95-120

Generoso Branca, Mario D'Arco and Riccardo Resciniti

Virtual Reality Technology Integration in Tourism Experiences: The Role of Psychological Flow, Positive Emotions, Intrusiveness and Perceived Usefulness pp. 121-146

Andrea Sestino, Carlo Mantini and Cesare Amatulli

Generation Z: Values and Motivations Fostering Ethical Consumption pp. 121-146

Michelle Bonera, Giulia Miniero and Anna Paola Codini

How Can Point-of-Purchase Displays (PoPs) Be a Joint In- Store Marketing Tool? Toward a Shared Vision in Channel Relationships pp. 181-206

Andrea Runfola, Marina Gigliotti, Francesco Rizzi and Luca Ferrucci

Markets and Marketing at social media times pp. 207-232

Andreina Mandelli, Alessandro Arbore and Chiara Piancatelli

Recensioni pp. 233-235

Andrea Gaggioli