Skip to main content
Lehigh Home
  • Store
  • Give
  • Visit
  • Apply
Lehigh University logo Lehigh University logo Go to homepage
College of Business
    • Lehigh Business
    • Undergraduate
    • Graduate
    • Executive Education
    • Alumni
    • About
    • Centers
    • Faculty & Research
    • Faculty Recruitment
    • Events Calendar
    • News & Insights
    • Lehigh Business Magazine
    • Directory
    • Departments
    • Accounting
    • Decision & Technology Analytics
    • Economics
    • Finance
    • Management
    • Marketing
    • Undergraduate
    • Degree Programs
    • B.S. Business and Economics
    • B.S. Integrated Business and Engineering
    • B.S. Computer Science and Business
    • Majors
    • Accounting
    • Business Analytics
    • Business Information Systems
    • Economics
    • Finance
    • Management
    • Marketing
    • Supply Chain Management
    • Minors
    • Business
    • Business Information Systems
    • Economics
    • Entrepreneurship
    • FinTech
    • Management
    • Marketing
    • Real Estate
    • Supply Chain Management
    • Graduate
    • Master's Programs
    • One-Year Full-Time MBA (1-MBA)
    • 1-MBA/Master of Public Health (MPH) Dual Degree
    • Part-Time FLEX MBA (on campus and online)
    • Part-time FLEX MBA & Educational Leadership (MBA online | Education on campus)
    • Part-time FLEX MBA & Engineering (on campus and online)
    • MS in Applied Economics
    • MS in Business Analytics
    • MS in Financial Engineering
    • Accelerated MS in Financial Engineering (for LU undergraduates)
    • MS in Management
    • Dual Degree Specialty Masters
    • Ph.D. Program
    • Ph.D. in Business & Economics
    • Executive Education
    • Programs for Individuals
    • Programs for Organizations
Lehigh Business

Breadcrumb

  1. Home
  2. Directory

Ludovica Cesareo

Assistant Professor

Ludovica Cesareo

Marketing
Office: RBC 421
luc218@lehigh.edu
610-758-2777

Courses Taught

  • Principles of Marketing
  • Advertising and Sales Promotion Strategy
Personal Website Google Scholar

Curriculum Vitae

Professor Cesareo is an expert in consumer behavior with luxury and counterfeit luxury goods, ethical decision-making, aesthetics and emotions. Her research has been published in prominent journals, such as the Journal of the Academy of Marketing Science, Journal of the Association for Consumer Research, Journal of Consumer Marketing and Business Horizons. Her work has been featured in prominent media, 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 
  • Emotions 
  • Aesthetics 
  • Moral and ethical decision-making

  • Cesareo, Ludovica, Townsend, Claudia, & Pavlov, Eugene (2022), “Hideous but Worth It: Distinctive Ugliness as a Signal of Luxury,” Journal of the Academy of Marketing Science. 
  • 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.
Lehigh University logo Lehigh University logo Go to homepage
College of Business
Rauch Business Center | 621 Taylor Street | Bethlehem, PA 18015 USA
  • Instagram
  • Twitter
  • Facebook
  • LinkedIn
  • YouTube