The present study aims to analyze the neural mechanisms involved in private label choice by means of fMRI. The purpose is to answer the following main question: is the mental process that leads to the choice of the private label similar to that developed for the industrial brand? The experiment...

This article aim to develop a new framework for marketing management by connecting consumer behaviour at home while planning shopping trip with the actual choices in store and consumption habits. There are many reason to believe that a shopper marketing approach may open the way to create value...

<em>Il ruolo della politica assortimentale nella crisi e rilancio dell'ipermercato</em> - This paper presents the main findings of a research that Cermes - Bocconi has carried out on behalf of some industrial firms (Barilla, Campari, Coca-Cola, Ferrero, Kraft, Parmareggio) and with the contribution of...