Stefania Borghini

Associate Professor
AreaMarketing
Research domainsMarketing Management
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Biography

Stefania Borghini is Associate Professor in the Department of Marketing at Bocconi University.

She has served as Director of the Master of Science in Marketing Management and is currently Director of the Bachelor in Economics and Management for Arts, Culture and Communication. She is a member of the Presidency Board of the Italian Marketing Society (SIM) and serves on the editorial boards of several prestigious marketing journals.

She teaches marketing, consumer culture theory, and qualitative research methods at the graduate and PhD level.

Her research interests focus on symbolic consumption, consumer practices, and the construction of the self. She studies consumer behavior in the marketplace and its connections with brands and retail spaces. Her current projects examine children, opera lovers, and people with physical disabilities. Her work adopts a consumer culture perspective and primarily relies on ethnographic methods.

She received her PhD in Business Administration and Management from Bocconi University.

Recent Publications

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  • 2025
    Born Twice: The Role of Social Media in Identity Redefinition after Sudden Disability
    CAVUSOGLU, L., R. BELK, F. BONETTI, S. BORGHINI, N. SABATINI, "Born Twice: The Role of Social Media in Identity Redefinition after Sudden Disability" in The 58th Hawaii International Conference on System Sciences (HICSS) - January 6-12, 2025, Waikoloa Village, Hawaii, United States of America
  • 2024
    La mobilità urbana nella prospettiva della Generazione Z
    BORGHINI, S., A. CIRRINCIONE, L. , I. M. COLM, A. GAUR, B. MEDICI, F. SORBINO, "La mobilità urbana nella prospettiva della Generazione Z", Economia & Management, 2024, no. 2, pp. 87-96
  • 2024
    A superhero in your pocket: the phenomenon of super apps from a technocultural perspective
    BORGHINI, S., L. , I. M. COLM, L. R. Y. PAN, B. MEDICI, "A superhero in your pocket: the phenomenon of super apps from a technocultural perspective" in XXI SIM Conference: Brands and Purpose in a changing era, October 17-19, 2024, Milano, Italy
  • 2024
    Strategie di marketing communication per e-bike premium made in Italy: Italmoto e le sfide della mobilità alternativa
    BORGHINI, S., L. , I. M. COLM, B. MEDICI, "Strategie di marketing communication per e-bike premium made in Italy: Italmoto e le sfide della mobilità alternativa" in XXI SIM Conference: Brands and Purpose in a changing era, October 17-19, 2024, Milano, Italy
  • 2024
    Imagining the future: challenges and pitfalls of doing research with Gen Z
    BORGHINI, S., L. , I. M. COLM, F. ZERBINI, "Imagining the future: challenges and pitfalls of doing research with Gen Z" in 12th EIASM Workshop on Interpretive Consumer Research, April 18-19, 2024, Malaga, Spain
  • 2023
    Embracing Diversity and Body Positivity: The Role of Marketing in Fashion Markets and Culture
    PRENESTINI, S., S. BORGHINI, A. CARÙ, "Embracing Diversity and Body Positivity: The Role of Marketing in Fashion Markets and Culture" in Marketing Fashion. Critical Perspectives on the Power of Fashion in Contemporary Culture., Karin M. Ekström (Ed.), Routledge, chap. 4, pp. 59-76, 2023
  • 2021
    Attachment to and Detachment from Favorite Stores: An Affordance Theory Perspective
    BORGHINI, S., J. F. SHERRY, A. JOY, "Attachment to and Detachment from Favorite Stores: An Affordance Theory Perspective", Journal of Consumer Research, 2021, vol. 47, no. 6, pp. 890-913
  • 2021
    Data Analysis and the Arts: The Mistake of Ignoring the Numbers
    MORROW, G., S. BORGHINI, "Data Analysis and the Arts: The Mistake of Ignoring the Numbers" in Managing the Cultural Business., Michela Addis, Andrea Rurale (Eds.), Routledge, chap. 6, pp. 184-212, 2021
  • 2021
    L’analisi dei dati nel campo delle arti. L’errore di ignorare i numeri
    MORROW, G., S. BORGHINI, "L’analisi dei dati nel campo delle arti. L’errore di ignorare i numeri" in Il valore della cultura: 22 esperti per nuove strategie., Michela Addis, Andrea Rurale (Eds.), Skira Editore, pp. 215-242, 2021
  • 2020
    The ecology of the marketplace experience
    BORGHINI, S., P. MACLARAN, G. BONNIN, V. COVA, "The ecology of the marketplace experience" in Marketing Management., Luca M. Visconti, Lisa Peñaloza, Nil Toulouse (Eds.), Routledge, pp. 408-426, 2020

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Grants & Honors

  • Excellence in Research Award, Università Commerciale Luigi Bocconi, 2020

  • Innovation in Teaching Award, Università Commerciale Luigi Bocconi, 2016

  • Davidson Honorable Mention Award for the Best Article in the Journal of Retailing, 2011

  • Excellence in Research Award, Università Commerciale Luigi Bocconi, 2010

  • Excellence in Research Award, Università Commerciale Luigi Bocconi, 2009