Isabella Maggioni

Isabella Maggioni
ESCP Business School · Department of Marketing

PhD

About

23
Publications
4,584
Reads
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228
Citations
Citations since 2016
16 Research Items
217 Citations
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20162017201820192020202120220102030405060
20162017201820192020202120220102030405060
20162017201820192020202120220102030405060
Introduction

Publications

Publications (23)
Article
Mental associations play a key role in shaping customer-brand relationships and are critical to the development of favourable attitudes and emotional attachment towards a brand. By exploring shoppers’ knowledge structures, this study identifies what drivers of customer loyalty are more relevant to customers in the context of grocery retail. A mix-m...
Article
Temporary retail activations have been increasingly adopted by brands as an innovative experiential marketing strategy to engage existing and new customers. Through a series of in-depth interviews with multiple-actors (agency executives, brand managers, and consumers), this study identifies divergences and commonalities in defining the concept of t...
Article
Consumer-Brand Identification (CBI) has been identified as an important antecedent of consumer-brand relationships. Consumers show positive attitudes towards brands that reflect their self-concept and are more likely to express and enhance their identity. In this sense, Consumer-Retailer Identification (CRI) represents a powerful tool for retailers...
Article
This paper focuses on the topic of collaboration in tourism destinations. Collaboration is key to overcome the fragmentation of the tourism industry and to better satisfy the more and more experience-centric tourist. Tourism operators are increasingly involved in various types of collaborative partnerships. One among them is service bundling, which...
Chapter
The application of service robots is rapidly spreading across several store types, with robots performing more complex tasks and interacting with customers, welcoming and assisting them (Meyer et al. 2020; van Doorn et al. 2017). Although retailers are striving to identify the right balance between robot and human sales associates, there is still a...
Article
The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and va...
Article
Full-text available
Purpose Retailers are increasingly considering the introduction of service robots in their stores to support or even replace service staff. Service robots can execute service scripts during the service encounter that can influence customer interactions and the overall experience. While the role of service agents is well documented, more research is...
Article
Purpose This study aims to offer a conceptualization of sales transformation, a phenomenon that is redefining the role of salespeople and the nature of Business-to-Business (B2B) relationships while disrupting the selling logics across a variety of industries. Design/methodology/approach Through a two-stage approach, the authors propose and test a...
Article
The sales function is experiencing a process of transformation developing across different industries and company types. This transformation redefines the role of salespeople and organizations within the broader service ecosystem by introducing new technological applications and enhancing relationships with customers, internal and external stakehol...
Article
Digital technologies automating marketing and sales activities are rapidly spreading. The adoption of Sales & Marketing Automation (S&MA) systems allows companies to improve their marketing campaigns, track their customers’ journey and generate real-time insights to respond to customers more efficiently and effectively. The Covid-19 pandemic has fu...
Article
On-the-go (OTG) consumption is a growing phenomenon in the food and beverage industry. Drawing on the theory of consumption values, this study is conducted to acquire a better understanding of the influence that retail-mix elements have on OTG consumption outcomes. Specifically, this study examines the role of value for money, customer service, gen...
Conference Paper
Full-text available
The Covid-19 pandemic impacted dramatically the global economy with repercussions on the marketing activities of companies operating in all industries. Digital technologies play a crucial role during the lockdown period as they facilitate the communication between buyers and sellers. By exploring the role of digital technologies in supporting marke...
Article
Full-text available
Purpose For consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product search but switching to another channel when making a purchase. Drawing on multi-attribute utility theory, this study proposes a cross-channel behaviour typology co...
Article
Shopping well-being has become a topic of interest in retail defining the contribution of the shopping activity to life satisfaction. However, little is known about how it may benefit consumers or retailers. This paper examines shopping well-being by assessing the role of consumer decision-making (CDM) styles. Based on a large-scale survey of consu...
Article
The consumption of on-the-go food and beverages is increasingly common among today's time-pressed consumers, yet it has not been thoroughly investigated. Drawing on behavioral decision theory, this research blended attitudinal and behavioral elements of decision-making to examine the heterogeneity of on-the-go consumption (OTG) preferences. Data fr...
Article
This study investigates how digital transformation has disrupted the marketing career path by analysing the most in-demand marketing skills and identifying opportunities for future marketing professionals. Through a content analysis of job advertisements and a cross-country survey of marketing professionals, the study proposes a framework defining...
Chapter
Young adult consumers represent one of the most promising market segments when considering ethical and sustainable consumerism. They embody the next generation of consumers and will potentially support the spread of ethical stances in the future. The present study explores young adults’ orientation towards sustainable and ethical consumption, focus...
Article
Service bundling helps tourism organizations develop competitiveness. Cooperation within destinations builds service bundles and positively impacts image. This paper aims to shed light on the role of trust in cooperation among tourism operators in place branding strategy and investigates the impact of perceived benefits achievable through service b...
Chapter
The purpose of this paper is to better understand the possible role of Business Intelligence to tackle Supply Chain Management issues. We conducted a previous literature review on the basis of 122 writings selected thorough keyword search, backward search and forward search. This literature review revealed that Business Intelligence is taken into c...

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Projects

Project (1)