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Gregorio FUSCHILLO

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gregorio.fuschillo@kedgebs.com

Gregorio Fuschillo is assistant professor of marketing at KEDGE Business School. He was has also visiting scholar at Nanyang Technological University in Singapore, SDU (Syddansk Universitet) in Denmark, and RMIT, Melbourne, Australia. His research interests include consumer culture, fandom studies, consumer activism and the power of brands in current societies. He is the author of academic articles published in journals such as Journal of Consumer Culture, Journal of Consumer Behavior, la Revue Française de Gestion, la Revue du MAUSS, Micro & Macro Marketing.

Recent publications

Publication	Year of publication	Type of publication
FUSCHILLO, G., "Fans, Fandoms, or Fanaticism?", Journal of Consumer Culture, 2020, vol. 20, no. 3, pp. 347-365	2020	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
FUSCHILLO, G., B.COVA, "Subverting the market to help other consumers: The ‘la repasse’ phenomenon", Journal of Consumer Behaviour, 2015, vol. 14, no. 4, pp. 261-269	2015	Journal article

Teaching domains

Marketing

Methodology

Research domains

Consumer Culture Theory

Consumer Behavior

Kedge Insights

Insights	Others authors	Category	Expertise
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