Stefano Prestini
I am the director of the specialized Master’s in Marketing and Communication (MiMeC) at Bocconi University. I am Lecturer at the Marketing Department. I hold my PhD in Management and Innovation at Catholic University of the Sacred Heart, Italy.
Research interests
Advertising, art and luxury contamination, consumer culture theory, LGBTQ+ studies, luxury shopping experience and digital marketing
Working papers
The efficacy of same- and different-gender depictions in advertising.
The role of toys in the construction of children’s gender identity.
The involvement of Philanthropic Givers in the Decision-Making Process of Art’s Rediscovery.
Selected Publications
Embracing consumer ambivalence in the luxury shopping experience.
Journal of Consumer Behaviour, 1-26.Love or hate? Analyzing the intention to maintain or diminish the hotel-OTA digital service relationship.
Industrial Marketing Management, 28-40.Innovating Luxury Service Experiences through E-Service scapes.
Developing Successful Global Strategies for Marketing Luxury Brands (pp. 119-138). IGI Global.Segmenting for arts marketing: the mistake of adopting useless criteria.
Embracing diversity and body positivity: the role of marketing in fashion markets and culture
Marketing fashion : critical perspectives on the power of fashion in contemporary culture, 2023Dub or sub: effects of dubbing versus subtitling on TV advertising efficacy.
Italian Journal of Marketing, 189-206.Trussardi Art and Fashion: a long distance relationship?
The art of fashion synergies, contaminations, and hybridizations between fashion brands and art (pp. 63-87). Palgrave Macmillan.Teaching
11725
DIGITAL AND SOCIAL MEDIA MARKETING
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MARKET STRATEGY & PLANNING
12098
MARKET RESEARCH IN THE ARTS
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12598
SUSTAINABLE COMMUNICATION AND RETAILING