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Luca M. Visconti is Professor of Marketing at the ESCP Europe Business School. He achieved a Ph.D. in Business Administration and Management at Università Bocconi Milan where, before moving to ESCP Europe, he worked for twelve years as Lecturer in Marketing and Director of the Master in Marketing and Communication. He was visiting professor at Leeds School of Business, University of Colorado at Boulder (2004-2005), and at the Ecole Supérieure des Affaires, Université Lille2 (2007-2008; 2010).
Professor Visconti’s research deals with branding, the consumption of minority groups (migrants, GLBTs, and elderly people) and the consumption of public goods, and public place in particular. His perspective on research is consistent with the Consumer Culture Theory approach, which deploys cultural anthropology and social psychology for the understanding of markets. His work appears in national and international journals, including the Journal of Consumer Research, the Journal of Advertising, the Journal of Business Research, Industrial Marketing Management, the Journal of Consumer Culture, and Consumption, Markets and Culture.
He teaches branding, consumer behavior, and segmentation and targeting of emergent consumer groups.
Professor Visconti’s current research can be organized around the following fields:
Acculturation Studies and Reverse-Acculturation
Within this stream, Luca Visconti’s research deals with the imbrications between migrants’ or second generations’ consumption and their cultural identities. Ongoing work looks for deeper understanding of migrants’ acculturation to retailing formats, nostalgia and consumption, cultural alternation for migrants’ identity and consumption patterns, heath inequalities for foreign patients. and the reverse acculturation of native consumers to non-natives’ consumer cultures.
This perspective on branding endorses the idea that brands should be able to fit the contemporary cultural discourse of consumers, companies, and the society at large. In so doing, brands
act as storytellers. Ongoing research deals with authenticity in branding, brands and consumer’s identity conflicts, and social movements and brands.
Consumption of Public Goods and Public Space
This stream originates from the evidence that there is a paucity of studies about how people consume collective goods. Sharing the entitlement on the same goods by various, and often rival, consumers put forward interesting and specific research questions. Visconti’s work is currently directed towards the field of public space consumption and the way people consume their own cities.
Finally, Luca Visconti is trying to stretch the Consumer Culture Theory perspective beyond the boundaries of Consumer Behavior to include Marketing at large. The aim is to revise our understanding of marketing as established upon the cognitive frame and detect its renewed potential within as unpacked by the interpretive frame.