I. Baghi

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A strategy to communicate corporate social responsibility: cause related marketing and its dark side

Enrico Rubaltelli, Marcello Tedeschi, I. Baghi, 2009 .

Cause Related Marketing: Improving People Willingness to Donate By Selling Them a Product

I. Baghi, E. Rubaltelli, Marcello Tedeschi, 2008 .

Mental accounting and cause related marketing strategies

I. Baghi, E. Rubaltelli, Marcello Tedeschi, 2010 .

Projecting lower competence to boost apology effectiveness: Underlying mechanism and boundary conditions

P. Antonetti, I. Baghi, 2022, Journal of the Academy of Marketing Science.

When Blame-Giving Crisis Communications are Persuasive: A Dual-Influence Model and Its Boundary Conditions

P. Antonetti, I. Baghi, 2019, Journal of Business Ethics.

Brand scandals within a corporate social responsibility partnership: asymmetrical effects on for-profit and non-profit brands

I. Baghi, V. Gabrielli, Francesca Bergianti, 2021 .

Unveiling the corporate brand: the role of portfolio composition

I. Baghi, V. Gabrielli, 2020 .

Brand architecture shift and corporate brand equity: an exploratory study

I. Baghi, V. Gabrielli, 2016 .

Brand prominence in cause-related marketing: luxury versus non-luxury

I. Baghi, V. Gabrielli, 2018, Journal of Product & Brand Management.

Co-branded cause-related marketing campaigns: the importance of linking two strong brands

I. Baghi, V. Gabrielli, 2013 .

Co-branded cause-related marketing campaigns: the importance of linking two strong brands

I. Baghi, V. Gabrielli, 2012, International Review on Public and Nonprofit Marketing.

How the sender’s positioning and the target’s CSR record influence the effectiveness of scapegoating crisis communications

P. Antonetti, I. Baghi, 2021, Marketing Letters.

High-fit charitable initiatives increase hedonic consumption through guilt reduction

P. Antonetti, I. Baghi, 2017 .

Consumption practices of fast fashion products: a consumer‐based approach

I. Baghi, Vanni Codeluppi, V. Gabrielli, 2013 .

The role of betrayal in the response to value and performance brand crisis

I. Baghi, V. Gabrielli, 2021, Marketing Letters.

The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand

I. Baghi, V. Gabrielli, 2019, Journal of Product & Brand Management.

The higher they climb, the harder they fall: The role of self‐brand connectedness in consumer responses to corporate social responsibility hypocrisy

P. Antonetti, I. Baghi, 2021 .

Does counterfeiting affect luxury customer-based brand equity?

S. Grappi, I. Baghi, V. Gabrielli, 2012 .

How to choose the endorser: An experimental analysis on the effects of fit and notoriety

I. Baghi, V. Gabrielli, 2020 .

Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand

S. Grappi, I. Baghi, V. Gabrielli, 2016 .

The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality

I. Baghi, Silvia Grappi, V. Gabrielli, 2024, Journal of Business Research.

For-profit or non-profit brands: Which are more effective in a cause-related marketing programme?

I. Baghi, V. Gabrielli, 2012, Journal of Brand Management.