Consumption practices of fast fashion products: a consumer‐based approach V Gabrielli, I Baghi, V Codeluppi Journal of Fashion Marketing and Management: An International Journal 17 (2 …, 2013 | 282 | 2013 |
A strategy to communicate corporate social responsibility: Cause related marketing and its dark side I Baghi, E Rubaltelli, M Tedeschi Corporate Social Responsibility and Environmental Management 16 (1), 15-26, 2009 | 153 | 2009 |
The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand I Baghi, V Gabrielli Journal of Product & Brand Management 28 (5), 653-670, 2019 | 61 | 2019 |
High-fit charitable initiatives increase hedonic consumption through guilt reduction I Baghi, P Antonetti European Journal of Marketing 51 (11/12), 2030-2053, 2017 | 61 | 2017 |
Does counterfeiting affect luxury customer-based brand equity? V Gabrielli, S Grappi, I Baghi Journal of Brand Management 19, 567-580, 2012 | 55 | 2012 |
Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand I Baghi, V Gabrielli, S Grappi Journal of Product & Brand Management 25 (5), 452-464, 2016 | 49 | 2016 |
Brand prominence in cause-related marketing: luxury versus non-luxury I Baghi, V Gabrielli Journal of Product & Brand Management 27 (6), 716-731, 2018 | 40 | 2018 |
Co-branded cause-related marketing campaigns: The importance of linking two strong brands I Baghi, V Gabrielli International Review on Public and Nonprofit Marketing 10, 13-29, 2013 | 38 | 2013 |
Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person V Gabrielli, I Baghi Journal of Marketing Communications 22 (4), 385-402, 2016 | 33 | 2016 |
Mental accounting and cause related marketing strategies I Baghi, E Rubaltelli, M Tedeschi International Review on Public and Nonprofit Marketing 7, 145-156, 2010 | 30 | 2010 |
When blame-giving crisis communications are persuasive: A dual-influence model and its boundary conditions P Antonetti, I Baghi Journal of Business Ethics 172, 59-78, 2021 | 28 | 2021 |
Brand architecture shift and corporate brand equity: An exploratory study V Gabrielli, I Baghi Marketing Intelligence & Planning 34 (6), 777-794, 2016 | 24 | 2016 |
The role of betrayal in the response to value and performance brand crisis I Baghi, V Gabrielli Marketing Letters 32 (2), 203-217, 2021 | 22 | 2021 |
For-profit or non-profit brands: Which are more effective in a cause-related marketing programme? I Baghi, V Gabrielli Journal of Brand Management 20, 218-231, 2013 | 20 | 2013 |
The higher they climb, the harder they fall: The role of self‐brand connectedness in consumer responses to corporate social responsibility hypocrisy I Baghi, P Antonetti Corporate Social Responsibility and Environmental Management 28 (4), 1216-1230, 2021 | 15 | 2021 |
Cause related marketing e comportamento del consumatore I Baghi Franco Angeli, 2010 | 13 | 2010 |
Brand scandals within a corporate social responsibility partnership: asymmetrical effects on for-profit and non-profit brands V Gabrielli, I Baghi, F Bergianti Journal of Marketing Management 37 (15-16), 1573-1604, 2021 | 9 | 2021 |
Unveiling the corporate brand: the role of portfolio composition V Gabrielli, I Baghi Journal of Consumer Marketing 37 (3), 279-290, 2020 | 9 | 2020 |
How the sender’s positioning and the target’s CSR record influence the effectiveness of scapegoating crisis communications P Antonetti, I Baghi Marketing Letters 32 (4), 411-423, 2021 | 6 | 2021 |
Counterfeiting of luxury brands: Opportunity beyond the threat S Grappi, I Baghi, B Balboni, V Gabrielli Luxury marketing: A challenge for theory and practice, 295-315, 2012 | 6 | 2012 |