Gregorio FUSCHILLO

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gregorio.fuschillo@kedgebs.com

Gregorio Fuschillo is associate professor of marketing at KEDGE Business School. He was has also visiting scholar at Nanyang Technological University in Singapore, SDU (Syddansk Universitet) in Denmark, RMIT, Melbourne, Australia, and Schulich School of Business, Toronto, Canada. His research interests include consumer culture, fandom studies, morality in the marketplace and branding. He is the author of academic articles published in journals such as Journal of Business Ethics, Marketing Theory, European Journal of Marketing, Journal of Consumer Culture, Journal of Consumer Behavior, la Revue Française de Gestion.

    Recent publications
    Publication Year of publication Type of publication
    D'ANTONE, S., G. FUSCHILLO - "Spesasospesa.org The brand image of a social innovation born in Italy during the Covid era" - 2025, CCMP, Paris 2025 Case Study
    D'ANTONE, S., F. CRESPIN MAZET, K. GOGLIO, G. FUSCHILLO, "Social collective organizing: a dynamic capability for the social resilience of a territory", Management Decision, 2025 2025 Journal article
    D'ANTONE, S., G. FUSCHILLO - "Spesasospesa.org : L'image de marque d'une innovation sociale née en Italie à l'époque du Covid" - 2024, CCMP, Paris, France 2024 Case Study
    BHATNAGAR KUSHAGRA, K., J. CAYLA, D. DION, G. FUSCHILLO, "Consumer Sovereignty and the Ethics of Recognition", Journal of Business Ethics, 2024, vol. 4, no. 192, pp. 1-19 2024 Journal article
    D'ANTONE, S., S. SUSI GEIGER, G. FUSCHILLO, "Resonant organizing and thriving in the post-growth era: Diffractive entanglements in a case of social organizing", Organization Studies, 2024 2024 Journal article
    FUSCHILLO, G., J. CAYLA, B. COVA, "Saved by a brand: an odyssey of personal deliverance", Marketing Theory, 2024 2024 Journal article
    D'ANTONE, S., F. CRESPIN MAZET, K. GOGLIO, G. FUSCHILLO, "Resilience capabilities of emerging social collectives: against persistent adversities to benefit their territories" Forthcoming Management Decision 2024 Journal article
    FUSCHILLO, G., S. D'ANTONE, "Consumption networks in times of social distancing: towards entrained solidarity", Marketing Theory, 2023, vol. 23, no. 2, pp. 343-364 2023 Journal article
    FUSCHILLO, G., Brand Fan: Capire i fan per aiutare il proprio brand, Franco Angeli Editore, Milan, Italy, 2022 2022 Book
    FUSCHILLO, G., J. CAYLA, B. COVA, "Brand magification: when brands help people reconstruct their life", European Journal of Marketing, 2022, vol. 56, no. 3, pp. 768-789 2022 Journal article
    LUCARELLI, A., G. FUSCHILLO, Z. ZUZANA CHYTKOVA, "How cyber political brands emerge: a socio-material analysis of the Italian Five Star Movement and the Czech Pirate Party", European Journal of Marketing, 2021, vol. 55, no. 4, pp. 1130-1154 2021 Journal article
    BERTILSSON JON, J., A. LUCARELLI, G. FUSCHILLO, "Movement Parties as Brand Platforms: The Case of the 5 Star Movement" in Political Branding in Turbulent times., Mona Moufahim Ed., Palgrave Macmillan, pp. 103-121, 2021 2021 Book chapter
    FUSCHILLO, G., "Fans, Fandoms, or Fanaticism?", Journal of Consumer Culture, 2020, vol. 20, no. 3, pp. 347-365 2020 Journal article
    LUCARELLI, A., G. FUSCHILLO, J. BERTILSSON, "Brand Movement", Advances in Consumer Research, 2018, vol. 46, pp. 692-693 2018 Journal article
    COVA, B., G.FUSCHILLO, S.PACE, Le Marche Siamo Noi, FrancoAngeli Editore, Milano, Italy, 2017 2017 Book
    FUSCHILLO, G., "Beyond the Market: The Societal Influence of Fandoms" in Book Series: Research in Consumer Behavior., Rinallo , D & Belk, R. Eds, Emerald Group Publishing Limited, vol. 18, pp. 169-192, 2016 2016 Book chapter
    Teaching domains

    Marketing

    Methodology

    Research domains

    Consumer Culture Theory

    Consumer Behavior

    Kedge Insights
    Insights Others authors Category Expertise
    Gregorio Fuschillo : « guérilla, ambush marketing, humour, chacune des marques adopte son style pour émerger lors des JO » None Publication highlight
    		 Marketing & new consumption
    Comment la pizza napolitaine a conquis le monde, entretien avec Gregorio Fuschillo None Expert’s view
    		 Marketing & new consumption
    Hôtellerie-restauration : comment le client-roi mine la reconnaissance des employés None Published in The Conversation
    		 Food, wine & hospitality
    Football : Naples, un titre de champion indissociable de l’icône Maradona None Published in The Conversation
    		 Marketing & new consumption
    Coupe du monde : qu’est-ce qui nous pousse à devenir fans de sélections étrangères ? None Published in The Conversation
    		 Marketing & new consumption
    Comment la société de la consommation génère de nouvelles pratiques solidaires Simona D'ANTONE Published in The Conversation
    		 Marketing & new consumption
    Apple, Lego, Playmobil… comment des marques sauvent parfois des vies Bernard COVA Published in The Conversation
    		 Marketing & new consumption
    Sur Twitter, une nouvelle forme de mobilisation politique ? Virginie MARTIN Published in The Conversation
    		 Other
    Maradona est mort, vive D10S ! None Published in The Conversation
    		 Marketing & new consumption
    Solidarité Covid-19 : La tradition napolitaine, le ‘caffè sospeso’, à l’origine de la généralisation d’une nouvelle forme de solidarité citoyenne : l’entraide anonyme Bernard COVA Expert’s view
    		 Marketing & new consumption
    La dimension culturelle, l’oubliée du Black Friday en France None Published in The Conversation
    		 Marketing & new consumption
    Fans ! Enjeux marketing d’un phénomène devenu incontournable None Published in The Conversation
    		 Marketing & new consumption
    Italy’s Five Star Movement: Looking at an ‘unclassifiable’ political force from a marketing perspective None Published in The Conversation
    		 Marketing & new consumption
    Le Mouvement 5 étoiles en Italie : lecture marketing d’un phénomène politique inclassable None Published in The Conversation
    		 Marketing & new consumption