Ludovica Cesareo

Assistant Professor of Marketing, Lehigh University

About

Marketing, Consumer Behavior, Luxury Goods, Counterfeits, Branding, Emotions

Education

Sapienza University of Rome

Experience

Lehigh University

Professor of Marketing / 2018Present

The Wharton School, University of Pennsylvania

Postdoctoral Research Fellow / 20152018

Publications

Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster!

Computers in Human Behavior / Apr 01, 2015

Hornik, J., Shaanan Satchi, R., Cesareo, L., & Pastore, A. (2015). Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster! Computers in Human Behavior, 45, 273–280. https://doi.org/10.1016/j.chb.2014.11.008

Consumers’ attitude and behavior towards online music piracy and subscription-based services

Journal of Consumer Marketing / Nov 04, 2014

Cesareo, L., & Pastore, A. (2014). Consumers’ attitude and behavior towards online music piracy and subscription-based services. Journal of Consumer Marketing, 31(6/7), 515–525. https://doi.org/10.1108/jcm-07-2014-1070

Destination image differences between first-time and return visitors: An exploratory study on the city of Rome

Tourism and Hospitality Research / Jul 17, 2014

Giraldi, A., & Cesareo, L. (2014). Destination image differences between first-time and return visitors: An exploratory study on the city of Rome. Tourism and Hospitality Research, 14(4), 197–205. https://doi.org/10.1177/1467358414543971

United we stand, divided we fall: How firms can engage consumers in their fight against counterfeits

Business Horizons / Sep 01, 2015

Cesareo, L., & Stöttinger, B. (2015). United we stand, divided we fall: How firms can engage consumers in their fight against counterfeits. Business Horizons, 58(5), 527–537. https://doi.org/10.1016/j.bushor.2015.05.007

The Complexity of the Counterfeiting and Piracy Phenomena: A 1980–2015 Literature Review

Counterfeiting and Piracy / Nov 07, 2015

Cesareo, L. (2015). The Complexity of the Counterfeiting and Piracy Phenomena: A 1980–2015 Literature Review. SpringerBriefs in Business, 7–8. https://doi.org/10.1007/978-3-319-25357-2_2

Pop-ups, Ephemerality, and Consumer Experience: The Centrality of Buzz

Journal of the Association for Consumer Research / Jul 01, 2018

Robertson, T. S., Gatignon, H., & Cesareo, L. (2018). Pop-ups, Ephemerality, and Consumer Experience: The Centrality of Buzz. Journal of the Association for Consumer Research, 3(3), 425–439. https://doi.org/10.1086/698434

Resolving the jeopardies of consumer demand: Revisiting demarketing concepts

Business Horizons / Sep 01, 2019

Chaudhry, P. E., Cesareo, L., & Pastore, A. (2019). Resolving the jeopardies of consumer demand: Revisiting demarketing concepts. Business Horizons, 62(5), 663–677. https://doi.org/10.1016/j.bushor.2019.05.002

Film marketing opportunities for the well-known tourist destination

Place Branding and Public Diplomacy / Sep 27, 2016

Giraldi, A., & Cesareo, L. (2016). Film marketing opportunities for the well-known tourist destination. Place Branding and Public Diplomacy, 13(2), 107–118. https://doi.org/10.1057/s41254-016-0035-5

Piracy in cyber space: consumer complicity, pirates and enterprise enforcement

Enterprise Information Systems / May 01, 2011

Chaudhry, P. E., Chaudhry, S. S., Stumpf, S. A., & Sudler, H. (2011). Piracy in cyber space: consumer complicity, pirates and enterprise enforcement. Enterprise Information Systems, 5(2), 255–271. https://doi.org/10.1080/17517575.2010.524942

No al falso! Un'indagine esplorativa sulle strategie anti-contraffazione delle fashion firms

MERCATI E COMPETITIVITÀ / Jun 01, 2014

Pastore, A. (2014). No al falso! Un’indagine esplorativa sulle strategie anti-contraffazione delle fashion firms. MERCATI E COMPETITIVITÀ, 2, 81–102. https://doi.org/10.3280/mc2014-002005

Fake and pirated: do consumers care?

Journal of Business Strategy / Nov 20, 2017

Chaudhry, P. E., & Cesareo, L. (2017). Fake and pirated: do consumers care? Journal of Business Strategy, 38(6), 11–19. https://doi.org/10.1108/jbs-08-2016-0080

Counterfeiting luxury goods

Handbook of Research on Counterfeiting and Illicit Trade

Cesareo, L., Pastore, A., & Williams, P. (n.d.). Counterfeiting luxury goods. Handbook of Research on Counterfeiting and Illicit Trade, 193–222. https://doi.org/10.4337/9781785366451.00018

Counterfeiting luxury goods

Handbook of Research on Counterfeiting and Illicit Trade

Cesareo, L., Pastore, A., & Williams, P. (n.d.). Counterfeiting luxury goods. Handbook of Research on Counterfeiting and Illicit Trade, 193–222. https://doi.org/10.4337/9781785366451.00018

Analysis of anti-counterfeiting tactics to diffuse consumer demand

Handbook of Research on Counterfeiting and Illicit Trade

Stöttinger, B., Penz, E., & Cesareo, L. (n.d.). Analysis of anti-counterfeiting tactics to diffuse consumer demand. Handbook of Research on Counterfeiting and Illicit Trade, 387–403. https://doi.org/10.4337/9781785366451.00027

Pirate or subscriber? An exploratory study on Italian consumers’ music habits

Sinergie Italian Journal of Management / Jan 01, 2018

CASAREO, LUDOVICA, PASTORE, ALBERTO, & UGOLINI, GIULIA. (2018). Pirate or subscriber? An exploratory study on Italian consumers’ music habits. Sinergie Italian Journal of Management, 96, 153–171. https://doi.org/10.7433/s96.2015.09

Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework

International Journal of Advertising / Mar 28, 2021

Vernuccio, M., Cesareo, L., Pastore, A., & Kitchen, P. J. (2021). Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework. International Journal of Advertising, 41(3), 519–540. https://doi.org/10.1080/02650487.2021.1897432

Understanding the (unexpected) consequences of unexpected recognition

Journal of Economic Behavior & Organization / Mar 01, 2017

Neckermann, S., & Yang, X. (2017). Understanding the (unexpected) consequences of unexpected recognition. Journal of Economic Behavior & Organization, 135, 131–142. https://doi.org/10.1016/j.jebo.2017.01.013

Antecedents and Anti-Counterfeiting Tactics That Influence Consumer Complicity

Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era / Jan 01, 2016

Chaudhry, P. E., Cesareo, L., & Stumpf, S. A. (2016). Antecedents and Anti-Counterfeiting Tactics That Influence Consumer Complicity. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 265–265. https://doi.org/10.1007/978-3-319-11815-4_84

Luxury Longing and Counterfeit Complicity: A Consumer Typology based on the Perception of Luxury Value and Counterfeit Risk

Luxury Marketing / Nov 10, 2012

Klarmann, C., Wiedmann, K.-P., & Hennigs, N. (2012). Luxury Longing and Counterfeit Complicity: A Consumer Typology based on the Perception of Luxury Value and Counterfeit Risk. Luxury Marketing, 261–277. https://doi.org/10.1007/978-3-8349-4399-6_15

Reimagining the Luxury Department Store: Investigating the Millennial Luxury Consumer and the Luxury Department Store from a Systems Perspective

Jan 01, 2019

Slaton, K., & Linda, N. S. (2019). Reimagining the Luxury Department Store: Investigating the Millennial Luxury Consumer and the Luxury Department Store from a Systems Perspective. https://doi.org/10.31274/itaa.8468

Ugly Science Pays Off

Scientific American / Nov 19, 2013

Feltman, R. (2013). Ugly Science Pays Off. Scientific American, 309(6), 27–27. https://doi.org/10.1038/scientificamerican1213-27

It Is Counterfeits that Consumers Love!? Exploring the Phenomenon in the Digital Environment

Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era / Jan 01, 2016

Stoettinger, B., & Cesareo, L. (2016). It Is Counterfeits that Consumers Love!? Exploring the Phenomenon in the Digital Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 147–148. https://doi.org/10.1007/978-3-319-11815-4_49

Fashion Firms and Counterfeiting: Causes and Actions

Italy in a European Context / Jan 01, 2015

Pastore, A., & Cesareo, L. (2015). Fashion Firms and Counterfeiting: Causes and Actions. Italy in a European Context, 105–123. https://doi.org/10.1007/978-1-137-56077-3_5

Gruppo Italiano di Geologia Strutturale - GIGS Convegno Annuale

Jan 01, 2018

(2018). Gruppo Italiano di Geologia Strutturale - GIGS Convegno Annuale. https://doi.org/10.3301/absgi.2018.01

“I know I am posing”… Feeling the Pose in Post-war Fashion Modeling

Fashion Theory / Nov 10, 2016

McDowell, F. (2016). “I know I am posing”… Feeling the Pose in Post-war Fashion Modeling. Fashion Theory, 21(2), 157–173. https://doi.org/10.1080/1362704x.2016.1252521

Discussion, Managerial Implications, Current and Future Research

Counterfeiting and Piracy / Nov 07, 2015

Cesareo, L. (2015). Discussion, Managerial Implications, Current and Future Research. SpringerBriefs in Business, 59–62. https://doi.org/10.1007/978-3-319-25357-2_6

The Role of Gender in Co-branding Strategies of Hi-Tech Brands and Luxury

Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era / Jan 01, 2016

Lado, N., Cesaroni, F., Ho, H.-C., & Cesareo, L. (2016). The Role of Gender in Co-branding Strategies of Hi-Tech Brands and Luxury. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 469–470. https://doi.org/10.1007/978-3-319-11815-4_136

INTERPLAY OF THE DRIVERS AND DETERRENTS OF LEISURE COUNTERFEIT PURCHASE INTENTIONS

Journal of Business Economics and Management / Dec 29, 2015

KOS KOKLIC, M., & VIDA, I. (2015). INTERPLAY OF THE DRIVERS AND DETERRENTS OF LEISURE COUNTERFEIT PURCHASE INTENTIONS. Journal of Business Economics and Management, 17(6), 916–929. https://doi.org/10.3846/16111699.2014.994184

The Role of Gender in Co-branding Strategies of Hi-Tech Brands and Luxury

Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era / Jan 01, 2016

Lado, N., Cesaroni, F., Ho, H.-C., & Cesareo, L. (2016). The Role of Gender in Co-branding Strategies of Hi-Tech Brands and Luxury. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 469–470. https://doi.org/10.1007/978-3-319-11815-4_136

Il dialogo come strumento di emancipazione

MINORIGIUSTIZIA / Sep 01, 2013

Di Masi, D. (2013). Il dialogo come strumento di emancipazione. MINORIGIUSTIZIA, 3, 92–99. https://doi.org/10.3280/mg2013-003010

Company Competitiveness Analysis

Market-Driven Management / Jan 01, 2012

Lambin, J.-J., & Schuiling, I. (2012). Company Competitiveness Analysis. Market-Driven Management, 246–277. https://doi.org/10.1007/978-0-230-36312-0_10

The Innovation Culture

From a Market Economy to a Finance Economy

The Innovation Culture. (n.d.). From a Market Economy to a Finance Economy. https://doi.org/10.1057/9781137322982.0012

Hideous but worth it: Distinctive ugliness as a signal of luxury

Journal of the Academy of Marketing Science / Dec 02, 2022

Cesareo, L., Townsend, C., & Pavlov, E. (2022). Hideous but worth it: Distinctive ugliness as a signal of luxury. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-022-00913-3

Links & Social Media

Research Interests

Marketing
Emotions
Luxury
Counterfeiting
Aesthetics
Moral decision-making
General Psychology
Human-Computer Interaction
Arts and Humanities (miscellaneous)
Tourism, Leisure and Hospitality Management
Geography, Planning and Development
Business and International Management
Economics and Econometrics
Applied Psychology
Strategy and Management
Management Information Systems
Information Systems and Management
Computer Science Applications
Management Science and Operations Research
General Business, Management and Accounting
Communication
Organizational Behavior and Human Resource Management
Multidisciplinary
Visual Arts and Performing Arts
Cultural Studies
Business, Management and Accounting (miscellaneous)
General Medicine
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