Veronica Gabrielli

Veronica Gabrielli is an Associate Professor at the Department of Communication and Economics, University of Modena and Reggio Emilia. Her research and teaching focus on brand management, sustainable consumption practices, corporate social responsibility, omnichannel retailing, and integrated marketing communication. She teaches courses like Marketing Technologies for eCommerce, Advertising Communication and Brand Image, and Corporate Communication, covering topics such as strategic marketing planning, brand equity measurement, and digital communication tools.

Her academic contributions include experimental studies on showrooming behavior, message framing for sustainable fashion, crisis communication, and co-branding effectiveness. She explores how consumer engagement, environmental concerns, and cultural belonging moderate behavioral responses. A key theme in her work is the asymmetry of brand scandal impacts between for-profit and non-profit partners, as well as the repositioning of corporate brands within diversified portfolios.

Her publications analyze brand architecture shifts, luxury CRM programs, and the psychological effects of counterfeit awareness. She employs qualitative and experimental methodologies, often integrating consumer well-being frameworks into sustainable practice models. Her teaching emphasizes practical application of marketing theories, with a focus on real-world case studies and student-led discussions.