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Journal Articles

Is reactive corporate social responsibility such a bad idea? It depends on your positioning

Ilaria Baghi, Paolo Antonetti
Journal: European Business Review
European Business Review (2026) 38 (1): 109–132.
https://doi.org/10.1108/EBR-10-2023-0334
Published: 10 February 2025
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Includes: Supplementary data
Journal Articles

Who can afford to blame? Sender effects in blame-shifting crisis communications

Paolo Antonetti, Ilaria Baghi
Journal: European Journal of Marketing
European Journal of Marketing (2024) 58 (5): 1410–1435.
https://doi.org/10.1108/EJM-05-2022-0331
Published: 29 April 2024
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Includes: Supplementary data
Journal Articles

Unveiling the corporate brand: the role of portfolio composition

Veronica Gabrielli, Ilaria Baghi
Journal: Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (3): 279–290.
https://doi.org/10.1108/JCM-12-2018-2995
Published: 14 February 2020
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Journal Articles

The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand

Ilaria Baghi, Veronica Gabrielli
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2019) 28 (5): 653–670.
https://doi.org/10.1108/JPBM-03-2018-1806
Published: 05 April 2019
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Journal Articles

Brand prominence in cause-related marketing: luxury versus non-luxury

Ilaria Baghi, Veronica Gabrielli
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2018) 27 (6): 716–731.
https://doi.org/10.1108/JPBM-07-2017-1512
Published: 15 November 2018
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Journal Articles

High-fit charitable initiatives increase hedonic consumption through guilt reduction

Ilaria Baghi, Paolo Antonetti
Journal: European Journal of Marketing
European Journal of Marketing (2017) 51 (11-12): 2030–2053.
https://doi.org/10.1108/EJM-12-2016-0723
Published: 14 November 2017
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Journal Articles

Brand architecture shift and corporate brand equity: an exploratory study

Veronica Gabrielli, Ilaria Baghi
Journal: Marketing Intelligence & Planning
Marketing Intelligence & Planning (2016) 34 (6): 777–794.
https://doi.org/10.1108/MIP-02-2015-0035
Published: 05 September 2016
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Journal Articles

Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand

Ilaria Baghi, Veronica Gabrielli, Silvia Grappi
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2016) 25 (5): 452–464.
https://doi.org/10.1108/JPBM-11-2014-0747
Published: 15 August 2016
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Journal Articles

Consumption practices of fast fashion products: a consumer‐based approach

Veronica Gabrielli, Ilaria Baghi, Vanni Codeluppi
Journal: Journal of Fashion Marketing and Management
Journal of Fashion Marketing and Management: An International Journal (2013) 17 (2): 206–224.
https://doi.org/10.1108/JFMM-10-2011-0076
Published: 03 May 2013
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