Concepedia

Michela Mingione

MM

12

Publications

397

Citations

11

H-Index

2015

Active since

Affiliations

University of Rome Tor Vergata(Current)

GIFT University

George Mason University

Nova Southeastern University

University of the Witwatersrand

Michela Mingione is an author at University of Rome Tor Vergata specializing in management, marketing, and business.

Top concepts

ManagementMarketingBusinessBrand EquityBrand AwarenessBrand DevelopmentBrand ManagementBrandingBrand StrategyBusiness Strategy

Publications per year

2015–2022

12

Publications

12

Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets

Michela Mingione, Luna Leoni · Journal of Marketing Management · 2019 · 79 citations

Business-to-business Research, Consumer Research, Brand Strategy +19

'If I give you my emotion, what do I get?' Conceptualizing and measuring the co-created emotional value of the brand

Michela Mingione, Matteo Cristofaro, Daniele Mondi · Journal of Business Research · 2019 · 58 citations

Customer Satisfaction, Brand Equity, Affective Design +14

How to build a conscientious corporate brand together with business partners: A case study of Unilever

Oriol Iglesias, Michela Mingione, Nicholas Ind et al. · Industrial Marketing Management · 2022 · 54 citations · Full text

Business Partners, Digital Marketing, Brand Strategy +20

Building a corporate brand in the digital age: imperatives for transforming born-digital startups into successful corporate brands

Michela Mingione, Russell Abratt · Journal of Marketing Management · 2020 · 49 citations

Digital Business, Digital Marketing, Brand Strategy +20

Inquiry into corporate brand alignment: a dialectical analysis and directions for future research

Michela Mingione · Journal of Product & Brand Management · 2015 · 35 citations

Marketing, Corporate Brand Alignment, Brand Positioning +15

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