Luca Visconti

Luca Visconti

Università della Svizzera italiana

Luca M. Visconti is Professor of Marketing at USI, Lugano, and ESCP, Paris. He holds a PhD in Management from Bocconi University. He teaches Luxury Branding at ESCP, IFM – Institut Français de la Mode Paris, Sciences Po Paris, and L’Oréal Luxe. He also consults for different luxury companies, from SMEs to multinationals, in the fashion, design, cosmetic, and food industry.

Luca’s research interests cover consumer culture theory, branding, storytelling, and marketing to minorities. His work appears in the Journal of Consumer Research, the Journal of Advertising, Consumption Markets & Culture, and Marketing Theory, among others.

His areas of luxury research

Branding, gender, ethnicity, storytelling, and well-being.


Gender after Gender: Fragmentation, Intersectionality, and Stereotyping

Tissier-Desbordes, Elisabeth and Luca M. Visconti

Consumption, Markets & Culture, 22(4): 307-313.

Storytelling in the Digital Era: A Meta-analysis of Relevant Moderators of the Narrative Transportation Effect

Van Laer, Tom, Stephanie Feiereisen, and Luca M. Visconti (2019)

Journal of Business Research, 96 (March), 135-146.

The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers’ Narrative Transportation

Van Laer, Tom, Ko de Ruyter, Luca M. Visconti, and Martin Wetzels (2014)

Journal of Consumer Research, 40 (February), 797-817.

Communicating Luxury Brands through Stories

Visconti, Luca M. (2020)

in Felicitas Morhart, Sandor Czellar, and Keith Wilcox (ed.), Research Handbook on Luxury Branding, Cheltenham, UK: Edward Elgar Publishing, 225-247.

Marketing Management: A Cultural Perspective

Visconti, Luca M., Lisa Peñaloza, and Nil Toulouse (2020)

(2nd edition), London: Routledge.

Interview avec Luca Visconti : Le Storytelling Dans le Luxe

Visconti, Luca M. (2017)

in Wided Batat, Luxe et Expérience Client, Paris: Dunod, 103-105.