Giuseppe Pedeliento

Giuseppe Pedeliento is a Full Professor of Economics and Management at the Department of Management, University of Bergamo. He serves as president of AQ research, head of the Management and Business Administration curriculum for the undergraduate degree program in Business Administration, and scientific director of the Marketing LHAB. With extensive international experience as a visiting scholar at Aalto School of Business (Helsinki), Johannes Kepler University (Linz), and University of Washington (Seattle), he has established himself as a prominent scholar in marketing and business management.

• Full Professor of Economics and Management, University of Bergamo
• President of AQ research
• Head of Management and Business Administration curriculum
• Scientific director of Marketing LHAB

Professor Pedeliento's research focuses on marketing and branding in both B2C and B2B contexts, with particular expertise in digital marketing, luxury branding, consumer behavior, and brand strategy. His work examines contemporary challenges such as metaverse marketing, woke brand communication, sustainable consumption patterns, and the evolution of luxury branding in digital environments. He investigates how nostalgia in advertising affects brand love, how consumers perceive athlete endorsements on social media, and the psychological aspects of digital stress in modern consumer environments.

His recent publications demonstrate strong trends toward digital transformation in marketing, with significant attention to emerging technologies like the metaverse and NFTs in luxury fashion contexts. There's also a clear focus on sustainability issues, particularly regarding novel food products and circular economy models in fashion. His methodological approach combines scale development with cross-cultural comparative studies, reflecting a commitment to both theoretical rigor and practical applicability.

• Associate Editor of Journal of Product & Brand Management
• Associate Editor of Pearson Management & Marketing Cases
• Member of editorial review board of Journal of Business Research
• Member of editorial advisory board of Management Decision
• Member of editorial board of Italian Journal of Marketing
• Elected member of the presidential council of the Italian Marketing Society (SIM) since 2021

Professor Pedeliento actively mentors students and supervises research in marketing and business management. His teaching portfolio includes courses on Economics and Business Management, Industrial and Trade Marketing, International Management and Marketing, and Advanced Marketing. He maintains an open-door policy for students, holding regular office hours via Teams on Fridays from 10:30 to 11:30, where he discusses research opportunities and thesis projects directly with students rather than through email correspondence.