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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
FUSCHILLO, G., J. CAYLA, B. COVA, "Saved by a brand: an odyssey of personal deliverance", Marketing Theory, 2025, vol. 25, no. 1, pp. 77-95	2025	Journal article
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., 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
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
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
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
L’ancrage territorial, un levier de marketing… pour les pâtes « Made in Gragnano »	None	Published in The Conversation	Marketing & new consumption
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