Micro & Macro Marketing

1997 - 2025

Current editor(s): Dario Romano

From Società editrice il Mulino
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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

2022, issue 3

Editoriale: Turismo, immagine del paese, made in Italy pp. 377-381

Giuseppe Bertoli

Introduzione. La Cina cambia pp. 385-388

Tiziano Vescovi

Digital Marketing Channels in the Chinese Luxury Industry. A Focus on International Brands Post Covid-19 pp. 389-413

Elena Cedrola and Lala Hu

Unveiling Main Trends Affecting the Fast-evolving Chinese Customers: An Expert-based Perspective on Opportunities and Challenges for Made-in-Italy Brands pp. 415-456

Marco Francesco Mazzù, Enrico Plateo, Angelo Baccelloni, Ludovico Lavini and Piera Finistauri

Swiss Brands and Chinese Consumers Success Determinants, Opportunities, and Challenges pp. 457-478

Francesca Hansstein

Transforming the Business Offering from Products to Solutions. An Inquiry into the Textile Industry pp. 481-505

Clemente Bottani, Matteo Dominidiato and Annalisa Tunisini

An Empirical Investigation on Some Goods of the Non-Alcoholic Beverage Industry. La-Aids with Dynamic Model for Italian Markets of Bottled Waters, Soft-Drinks, and Juices pp. 507-521

Francesco Scalamonti

Chinese Consumer Culture and Marketing Choice. Three Case Studies pp. 525-544

Tiziano Vescovi

Covid-19 & Consumers’ Behaviors and Preferences: Is a Renewed Love for Home Greenery a Feature of the New Normal Lifestyles? pp. 547-563

Carolina Guerini and Federica Ilaria Fornaciari

Recensioni pp. 567-568

Edoardo Lozza

2022, issue 2

Editoriale. La pandemia da Covid-19 e il valore sociale del marketing: opportunità e prospettive pp. 157-162

Micro & Macro Marketing

Award pp. 163-164

Giuseppe Bertoli

Impact of Covid-19 on consumers’ pro-environmental behaviour intentions. Does proximity to an event matter? pp. 167-192

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

Measuring Brand-Influencer Visual Congruence on Instagram Using Deep Learning and Automated Image Recognition pp. 193-213

Adam Elwood, Alessandro Rozza, Elanor Colleoni and Angelo Miglietta

Retail and New Technologies in Fashion. Effects on Shopping Experience and Brand «Luxuryfication» pp. 215-244

Andrea Sestino, Cesare Amatulli and Matteo De Angelis

Product Placement in Italian Movies: The Analysis of Consistency between Brands and Narrative Structure as a Critical Success Factor from Practitioners’ Perspective pp. 245-273

Giulia Amadio

The role of Geographical Indications in the European Union. A systematic literature review pp. 276-308

Andrea Roberto Musolino, Chiara Bartoli, Alberto Mattiacci and Enrico Bonetti

Web Reputation and High-End Hotels: Staff-guest Dynamics Behind Online Reviews pp. 309-330

Fabio Gaspani

Louis Vuitton × Supreme. Collaboration between Luxury and Streetwear Brands pp. 333-354

Maria Carmela Ostillio and Caterina Barberi

The role and evolution of phygital pp. 357-65

Giovanni Ventrelli and Anna Zinola

Recensioni pp. 369-372

Luca P. Vecchio

2022, issue 1

Editoriale: Il marketing e la pandemia pp. 3-5

Vanni Codeluppi

Reviewers 2021 pp. 7-8

Micro & Macro Marketing

Brembo: An industrial luxury icon pp. 11-34

Giuseppe Pedeliento

Consumer Behaviors and Marketing Strategies of Cosmetic Com- panies. An Exploratory Study pp. 35-69

Tonino Pencarelli, Elisabetta Savelli and Selene Tombari

An Experience Warehouse on the Internet. What Happens in Tourism? pp. 71-96

Francesca Rivetti and Mirella Migliaccio

Space food: For a few or for everyone? pp. 97-114

Maria Cristina Martinengo, Monica Gilli, Paola De Bernardi and Alberto Bertello

Vibram: How Digital Marketing Enabled the Digital Transformation pp. 117-134

Andreina Mandelli, Chiara Piancatelli and Alessandro Arbore

Vocazione alla ricerca e innovazione mirata: la ricetta per essere leader nel settore farmaceutico. Intervista ad Alberto Chiesi (Presidente del Gruppo Chiesi) pp. 137-145

Guido Cristini

Recensioni pp. 149-152

Nathan Sorin