Maria Vernuccio | Ricerc@Sapienza

Publications

Title	Published on	Year
Revising the basic principles of integrated marketing communications during a health-related crisis. The case of Croatian tourism and hospitality industry	CORPORATE COMMUNICATIONS	2024
Traditional agencies on bridges: How is digital transformation changing business models?	THE JOURNAL OF MANAGEMENT AND GOVERNANCE	2024
Psychological discomfort during the brand experience in VR-based metaverses: The role of brand attitude ex ante	Proceedings of the International Conference Marketing Trends 2024	2024
Made in Italy values “meet” sustainability: The E. Marinella case	Proceedings of the International Conference Marketing Trends 2024	2024
Lights and Shadows of Consumer Experience in the VR-Based Metaverse: An Exploratory Study	Advances in Digital Marketing and eCommerce, Fifth International Conference, 2024	2024
Brand Anthropomorphization on Social Media: The Role of Human Tone of Voice	Advances in Digital Marketing and eCommerce. Fifth International Conference, 2024	2024
Resident perspectives unveiled: The role of a sustainable destination image in shaping pro-sustainable responses	JOURNAL OF RETAILING AND CONSUMER SERVICES	2024
User engagement with the VR-based metaverse in the brand experience: A consumer perspective	SINERGIE	2024
Delving into sustainability and Made in Italy fashion brands: Perspectives from Generation Z	Management of sustainability and well-being for individuals and society	2024
Meccanismi, caratteristiche e comunicazione dei negative brand	NEGATIVE BRAND E STRATEGIE DI COMUNICAZIONE. FENOMENOLOGIA DEI MAFIA BRANDS	2024
“Being” with the brand in the metaverse: Strengthening brand anthropomorphism to foster brand love	JOURNAL OF RETAILING AND CONSUMER SERVICES	2024
Inclusive branding approaches: a conceptual framework	Brands and Purpose in a changing era	2024
Deepening branding opportunities in VR-based metaverses. A qualitative study	Advances in digital marketing and ecommerce. Fourth international conference, 2023.	2023
How Does Generation Z Relate to Brands Through Vocal Dialogue? Four-Types Relationships in the Field of Voice Assistants	MICRO & MACRO MARKETING	2023
The resistance toward COVID-19 contact tracing apps: A study of psychological reactance among young adults in Italy	HEALTH POLICY	2023
Exploring young adults’ unwillingness to adopt COVID-19 contact tracing apps: A mixed-method study	SINERGIE	2023
Virtual reality engagement ed esperienza di marca nel metaverso	Rediscovering local roots and interactions in management	2023
Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts	JOURNAL OF RETAILING AND CONSUMER SERVICES	2023
Innovazione nel branding e assistenti vocali. Dare voce e umanità alla marca.		2022
Il “nuovo” Chief Marketing Officer: come evolve il ruolo nell’era della trasformazione digitale del marketing?	NEXT GENERATION MARKETING People, Planet, Place: cooperation & shared value for a new era of critical marketing	2022

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ERC

SH1_10
SH1_11

Interessi di ricerca

Keywords

Integrated Marketing Communication

digital revolution

Brand communication management

marketing

Artificial Intelligence (AI)

Social Media Strategy

brand identity

Brand personality

Brand Equity

brand image

consumer-brand engagement

consumer behaviour

Progetti di Ricerca

Consumatore e tecnologie dell'intelligenza artificiale abilitate dalla voce. Una ricerca causale sull'antropomorfismo della marca.
Integrated marketing communication and destination branding. A quantitative research