Ludovica Cesareo

Ludovica Cesareo(1)Research interests:
Emotion and cognition in moral decision-making and consumption, self-identity, counterfeiting and piracy, eWOM, destination marketing
Links: Research Gate profile

Contact Info:
Address: 727.4 Jon M. Huntsman Hall, 3730 Walnut Street, Philadelphia, PA 19104
Phone: 215-898-7748

Ludovica Cesareo is a Post-Doctoral Research Fellow in Marketing. Her research examines the psychological underpinnings of moral and ethical decision-making in regards to different contexts and product categories. Her main stream of research explores the emotional and cognitive implications of consumer purchases in morally dubious situations, mainly in relation to counterfeit and pirated goods. Ludovica has also studied companies’ strategies and solutions against counterfeiting and piracy worldwide by collaborating with some of the world’s most renowned luxury brands, from Louis Vuitton to Salvatore Ferragamo, from Gucci to Prada. She is also researching the implications of revealed vs. stated fashion knowledge in the preference for authentic vs. counterfeit luxury goods; the unexpected antecedents and consequences of awe; and, the interplay of moral identity and moral hypocrisy. Ludovica has also studied electronic word-of-mouth (WOM) transmissions and destination marketing.

Ludovica obtained her Ph.D. in Business Management, Marketing track, from the Management Department of the Faculty of Economics at Sapienza, University of Rome [Dissertation: “Exploring the counterfeiting and piracy phenomena through insights into demand and offer”]. During the final year of the program she was a visiting scholar at Villanova School of Business, Villanova University, PA (USA).


Cesareo, L. (2016). Counterfeiting and piracy. A comprehensive literature review. Springer Briefs in Business. Springer. ISBN: 978-3-319-25356-5. DOI: 10.1007/978-3-319-25357-2. (

Giraldi, A. & Cesareo, L. (2016). Film marketing opportunities for the well-known tourist destination: An exploratory analysis on the city of Rome. Place Branding and Public Diplomacy Special Issue: “The Great Beauty. The role of cultural heritage and place identity in the international marketing strategies of the ‘Made in Italy’”. ISSN: 1751-8040.

Pastore, A., Cesaroni, F. & Cesareo, L. (2016). Counterfeiting and Culture: Consumer Attitudes towards Counterfeit Products. Journal of Marketing Trends, 3(1), 29-36. ISSN: 2114-8910.

Cesareo, L. & Stöttinger, B. (2015). United we stand, divided we fall: how firms can engage consumers in their fight against counterfeits. Business Horizons, 58(5), 527-537. DOI: doi:10.1016/j.bushor.2015.05.007 (

Shaanan–Satchi, R., Hornik, J., Cesareo, L., & Pastore A. (2015). Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster! Computers in Human Behavior, 45, 273-280. ISSN: 0747-5632. DOI: 10.1016/j.chb.2014.11.008.

Cesareo, L., Pastore, A. & Ugolini, G. (2015). Pirate or Subscriber? An exploratory study on Italian consumers’ music habits. Sinergie Journal of Management, 96(33), 155-173.

Cesareo, L., & Pastore, A. (2014).  Consumers’ attitude and behavior towards online music piracy and subscription-based services. Journal of Consumer Marketing, 31(6/7), 515-525. DOI: 10.118/JCM-07-2014-1070.

Chaudhry, P.E., Cesareo, L. & Stumpf, S.A. (2014). What influences rampant movie piracy? Journal of Management Systems, 24(4), 73-95. ISSN: 1041-2808.

Cesareo, L. & Pastore, A. (2014). Acting on luxury counterfeiting, in Reinecke, S., Berghaus, B. & Mueller-Stewens, G. The Management of Luxury. 341-359. Kogan Page USA. ISBN: 978-07-494-7166-8.

Pastore, A. & Cesareo, L. (2014). No al falso! Un’indagine esplorativa sulle strategie anti-contraffazione delle fashion firms. Mercati & Competitività, 2, 81-102. DOI: 10.3280/MC2014-002005. ISSN: 1826-7386.

Giraldi, A. & Cesareo, L. (2014). Destination image differences between first time visitors and repeat visitors: an exploratory study on the city of Rome. Tourism and Hospitality Research, 14(4), 197-205. DOI: 10.1177/1467358414543971. ISSN: 1467-3584.


MKTG724 – Advertising Management
Description: The purpose of this course is to provide students with an opportunity to learn and apply the major frameworks, theories, current research findings, principles and practices of effective advertising management as part of an Integrated Marketing Communications (IMC) program. By the end of this course, students should not only be familiar with a large body of advertising knowledge, but should also be able to apply this information to create and evaluate effective advertising strategies and tactics. The emphasis will be on: 1) understanding the psychology of customer motivation and persuasion; 2) crafting effective and creative messages; 3) making efficient selections and use of media; and 4) understanding metrics, all within the broader Integrated Marketing Communications perspective. The course will incorporate presentations of key concepts and frameworks, in-class exercises and analysis of advertisements, case discussions, and guest lectures by marketing professionals. Throughout the term, students will work in groups to develop a marketing communications campaign.
Current Syllabus

MKTG101 (Teaching assistant)