BRAND MANAGEMENT (6CFU)
BRAND & RETAIL MANAGEMENT – MODULE I (6CFU)
Prof. Marcello Risitano
Recommended Book.
Keller, K.L. 2012, Strategic Brand Management, 4th Ed., Pearson Education New Jersey (Chapters 1-2-3-4-5-6-7-8-9-10)
Recommended Papers.
Brakus J.J., Schmitt B.H., Zarantonello L., (2009), “Brand Experience: What is It? How do We Measure It? And Does It Affect Loyalty?”, Journal of Marketing, Vol. 73, May, pp. 52-68.
Delgado-Ballester E., Munuera-Alemàn J.L., Yague-Guillèn M.J., (2003), “Development and validation of a brand trust scale”, International Journal of Market Research, Vol. 45, n. 1, pp. 35-53.
Park C.W., MacInnis D.J., Priester J., Eisingerich A.B., Iacobucci D., (2010), “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers”, Journal of Marketing, Vol. 74, November, pp. 1-17.
Risitano M., Romano R., Quintano M. (2013) – “Analyzing the relationships among critical brand equity drivers and consumer behavioural intentions: an empirical research”, Finanza Marketing e Produzione – Special Issue on Brand Management, n°1, pp. 9-31 (ISSN 1593-2230).
BRAND & RETAIL MANAGEMENT – MODULE II (6CFU)
Prof. Paolo Popoli
SCIARELLI S., VONA R., Management della distribuzione. Elementi di economia e gestione delle imprese commerciali, McGraw-Hill, 2009, chapters: 1, 2, 3, 4, 5, 6, 8, 13, 15, 18, 19.