Ludovica Cesareo

Professor Cesareo is an expert in consumer behavior with luxury and counterfeit luxury goods, aesthetics, and sustainability. Her research has been published in prominent journals, such as the Journal of Marketing Research, the Journal of the Academy of Marketing Science, the Journal of the Association for Consumer Research, the Journal of Consumer Marketing, and Business Horizons. Her work has been featured in numerous media outlets, from The Wall Street Journal to the BBC, from Forbes to Philadelphia Magazine. She was also recognized as one of Poets&Quants' Top 50 Undergraduate Business School Professors of 2022.

Education

• Sapienza, University of Rome, B.S.
• Sapienza, University of Rome, M.S.
• Sapienza, University of Rome, Ph.D.
• The Wharton School, University of Pennsylvania, Post-doctoral Research Fellowship

Research Interests

• Luxury goods: status consumption and signaling 
• Luxury counterfeit goods: antecedents, attitudes, and marketing implications 
• Aesthetics
• Sustainability

• Cesareo, Ludovica, Amatulli, Cesare, Peluso, Alessandro M., & De Angelis, Matteo (2026), “A More Creative World is a More Sustainable One: How to Increase Length of Product Usage through Creativity and Emotional Attachment,” Journal of Marketing Research.
• Cesareo, Ludovica, & Bellezza, Silvia (2025), “Knowledge, Morality, and the Appeal of Counterfeit Luxury Goods,” “Morality and Consumption,” Journal of the Association for Consumer Research, 10 (1), 58-70.
• Cesareo, Ludovica, Townsend, Claudia, & Pavlov, Eugene (2023), “Hideous but Worth It: Distinctive Ugliness as a Signal of Luxury,” Journal of the Academy of Marketing Science, 51, 636-657.
• Vernuccio, Maria, Cesareo, Ludovica, Pastore, Alberto, & Kitchen, Philip (2021), “Managerial and Organizational Perspectives on Online-Offline Integration within Integrated Marketing Communication: Toward a Holistic Conceptual Framework,” International Journal of Advertising, 41(3), 519-540.
• Chaudhry, Peggy E., Cesareo, Ludovica, & Pastore, Alberto (2019), “Resolving the Jeopardies of Consumer Demand: Revisiting Demarketing Concepts,” Business Horizons, 62(5), 663-677. 
• Robertson, Thomas S., Gatignon, Hubert, & Cesareo, Ludovica (2018), “Pop-Ups, Ephemerality and Consumer Experience: The Centrality of Buzz,” Journal of the Association of Consumer Research – Special Issue on Consumer Responses to the Evolving Retailing Landscape, 3(3), 425-439.
• Cesareo, Ludovica, Pastore, Alberto, & Williams, Patti (2017), “Counterfeiting Luxury Goods,” in Chaudhry, Peggy E. (Ed.) Handbook of Research in Counterfeiting and Illicit Trade, 193-222, Edward-Edgar Publishing.
• Stöttinger, Barbara, Penz, Elfriede & Cesareo, Ludovica (2017), “Analysis of Anti-counterfeiting Tactics to Diffuse Consumer Demand,” in Chaudhry, Peggy E. (Ed.) Handbook of Research in Counterfeiting and Illicit Trade, 387-403, Edward-Edgar Publishing.
• Chaudhry, Peggy E., & Cesareo, Ludovica (2017), "Fake and Pirated: Do Consumers Care?," Journal of Business Strategy, 38(6), 11-19.
• Cesareo, Ludovica (2016), “Counterfeiting and Piracy. A Comprehensive Literature Review,” Springer Briefs in Business, Springer.
• Cesareo, Ludovica, & Stöttinger, Barbara (2015), “United We Stand, Divided We Fall: How Firms can Engage Consumers in their Fight against Counterfeits,” Business Horizons, 58, 527-537.
• Shaanan–Satchi, Rinat, Hornik, Jacob, Cesareo, Ludovica, & Pastore, Alberto (2015), “Information Dissemination via Electronic Word-of-mouth: Good News Travels Fast, Bad News Travels Faster!,” Computers in Human Behavior, 45, 273-280.
• Cesareo, Ludovica, & Pastore, Alberto (2014), “Consumers’ Attitude and Behavior towards Online Music Piracy and Subscription-based Services,” Journal of Consumer Marketing, 31(6/7), 515-525.