The Italian Journal of Marketing (ITJM) is an international, peer-reviewed academic journal that publishes original research in the field of marketing. It publishes new and thought-provoking articles that offer both theoretical contributions and methodological rigor, and is open to all theoretical and methodological approaches. Since marketing research can contribute to business as well as societal effectiveness, the journal aims to identify academic marketing research relevant for decision-makers in profit and not-for-profit institutions. ITJM publishes papers on any aspect of marketing, including consumption and consumer behavior, communication, international marketing, retailing, trade marketing, business-to-business marketing, market and marketing research, pricing, new product development and more. The types of article include empirically grounded research papers, research notes, position papers, and literature reviews. In addition, the journal welcomes contributions that borrow perspectives from other disciplines in order to offer marketing scholars and professionals useful opportunities for critical reflection. The Journal of the Italian Marketing Association http://www.simktg.it/sp/en/home.3sp Editor-in-Chief Daniele Dalli, University of Pisa, Italy Associate Editor Roberta Sebastiani, Catholic University of the Sacred Heart, Milan, Italy Assistant Editors Patrizia De Luca, University of Trieste, Italy Marco Galvagno, University of Catania, Italy Electronic ISSN: 2662-3331 Print ISSN: 2662-3323 Abstracted and indexed in: CNKI, EBSCO Discovery Service, Google Scholar, Institute of Scientific and Technical Information of China, Naver, OCLC, WorldCat Discovery Service, ProQuest-ExLibris Primo, ProQuest-ExLibris, Summon, Research Papers in Economics (RePEc)