Donata Vianelli

Donata Vianelli is a full professor at the University of Trieste, Italy, where she teaches international marketing and she is Dean of the Department of Economics, Business, Mathematics and Statistics. Since 2013 she has been visiting professor at the University of Northern Colorado, USA. She has authored six books and more than 100 publications. She researches global distribution, entry strategies and cross-cultural consumer behavior, and in recent years she has focused her research also on sustainability and circular economy themes. She is Associate Editor of SIJM, board member of the Pearson book series and Journal of Micro & Macro Marketing.

Publications

Storytelling for the Faceless: A Tool for Communicating Sustainability and Circular Economy in the Public Sector
Storytelling for the Faceless: A Tool for Communicating Sustainability and Circular Economy in the Public Sector
Elisabetta Pozzetto, Maria Colurcio, Donata Vianelli. © 2023. 22 pages.
Storytelling is a strategic tool for communicating sustainability and the circular economy (CE). So far, its effects have been analyzed mainly in the private sector, and its...
Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry
Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry
Manuela Valta, Donata Vianelli. © 2020. 23 pages.
Postmodern consumers experience fashion brands within numerous in-store and out-of-store contexts, and they tend to focus on their holistic experience with the brands across...
Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry
Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry
Manuela Valta, Donata Vianelli. © 2020. 23 pages.
Postmodern consumers experience fashion brands within numerous in-store and out-of-store contexts, and they tend to focus on their holistic experience with the brands across...
Customer Experience in the Coffee World: Qualitative Research on the US Market
Customer Experience in the Coffee World: Qualitative Research on the US Market
Patrizia de Luca, Giovanna Pegan, Donata Vianelli. © 2020. 27 pages.
This chapter contributes to understanding the customer experience of the in-store environment by analyzing the business of coffee shops in the United States (U.S.) market. After...
Is the Tourism Destination a Core Attribute in the Choice of Cruise Consumers?
Is the Tourism Destination a Core Attribute in the Choice of Cruise Consumers?
Donata Vianelli, Manuela Valta. © 2019. 23 pages.
In the last 10 years, cruise tourism has been frequently analyzed in the academic literature on leisure tourism. However, analysis of consumer behavior and the consumer-buying...
Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry
Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry
Manuela Valta, Donata Vianelli. © 2016. 23 pages.
Postmodern consumers experience fashion brands within numerous in-store and out-of-store contexts, and they tend to focus on their holistic experience with the brands across...
Entry Strategies and Distribution Channels of Italian SMEs in the Chinese Market
Entry Strategies and Distribution Channels of Italian SMEs in the Chinese Market
Patrizia de Luca, Donata Vianelli, Fabio Claudio Marzano. © 2013. 20 pages.
The present chapter explores the internationalization process of Italian SMEs in the Chinese market, focusing on entry and distribution choices, in the framework of facilitating...