I received my PhD from Bocconi University in 2001 and I joined its faculty as a tenured Researcher in 2003. Since 2011 I have been Associate Professor of Marketing and I have been the Director of the Master of Science in Marketing Management and currently the Director of the Bachelor in Economics and Management for Arts, Culture and Communication. I am a member of the Presidency Board of the Società Italiana di Marketing (SIM) and I sit in the editorial boards of several prestigious marketing journals.
I teach marketing, consumer culture theory, and qualitative research methods at the graduate and Ph.D. level.
My research interests are related to symbolic consumption, consumers’ practices and sense of self. I study consumers’ behavior in the marketplace and their connections with brands and retail spaces in particular. My current projects are focusing on children, opera lovers and people with physical disabilities. In my studies, I adopt a consumer culture perspective and privilege ethnographic methods.