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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 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 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

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 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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