Corporate communication

The Corporate Communication research area investigates the management of communication by applying an integrated approach that encompasses various areas of communication, especially corporate identity, branding, marketing communication, public relations, and internal communication. This research area addresses the effects of organizations’ communication activities on its stakeholders as well as the influence of stakeholders’ communicative actions on organizations and the interaction of the two. Qualitative research methods such as surveys and content analysis are mainly used.
Federico Brunetti
Full Professor
Paola Castellani
Assistant Professor
Research interests
Topic People Description
Corporate communication standard compliant  Scimago
Brand and branding Federico Brunetti
Identification of the effectiveness conditions of firms’ branding policies. Study of the effects of the firm’s human component (entrepreneurs, managers and employees) on brand equity. Study of the effects of time flow on brand perceptions by subsequent generations of consumers. Study of (movie, cinema, music) celebrity brand perceptions.
Communication and diversity management Paola Castellani
Study of how companies communicate and value their diversity management policies to improve customer relationships by responding to their diversified expectations and to promote interaction between collaborators, thus supporting creativity / innovation within the working groups and the perspectives / knowledge with which to approach a problem. Use of qualitative methods (focus groups and interviews)
Event management and sustainable events Paola Castellani
Design and planning of events. The management of events in terms of hospitality, communication, logistics, participation and care of experience, team training and leadership. The study of the sustainability process of an event and the communication of sustainable events. Analysis of the impact of events. The study of the event as an experience of dialogue with the stakeholders and the effects produced. The study of events as a good practice for the protection of tangible and intangible cultural heritage. Use of qualitative methods (focus groups and interviews).
The communication of corporate museums and archives Paola Castellani
Study of corporate museums and archives as a tool for communication and enhancement of a cultural heritage and as a tool of corporate communication, products/marketing communication, corporate culture communication and as a tool of communication of the role played with local community and with public and private actors at a national and international level. Analysis of case studies aimed to deepen the strategies pursued with reference to the representation of the corporate identity, the improvement of the company positioning, the development of the brand loyalty, the growth of the brand and corporate reputation, the consolidation and dissemination of the corporate culture, strengthening of organizational cohesion.
Reputation management Paola Castellani
Study of the functions of corporate reputation, how to build and govern reputation, how communication develops reputation, analysis of the potential of different communication tools, which strategies companies adopt to support their reputation, also to defend themselves from the spread of false information by of the media. Case study analysis and development of empirical research based on qualitative methods such as focus groups, surveys and interviews.
Storytelling e transmedia storytelling Paola Castellani
The study of storytelling and transmedia storytelling as a communication strategy, as a means of involving the audience and as an effective co-creation solution. Development of empirical studies to deepen the analysis of the needs of the new audience and of the determinants underlying a transmedia communication project, since this communication proves capable of involving the audience in a process that generates value as it links the public to the history causing it to establish a self-brand connection. Use of qualitative methods (focus groups, surveys and interviews).
Top management communication and people engagement Paola Castellani
Study of the factors that can affect the quality of top management communication with reference to organizational-relational factors, thus highlighting the circular causality relationship between the quality of the information flow and organizational well-being. From an internal communicaton perspective, improving the quality of top management communication produces benefits in terms not only of decision-making capacity but also of organizational climate. Moreover it produces benefits in terms of competitive advantages for a company. Use of qualitative methods (focus groups, surveys and interviews).
Gruppi di ricerca
Name Description URL
Brand Management Il gruppo di ricerca Brand Management si propone di analizzare i meccanismi di creazione della brand equity e della brand loyalty attraverso lo studio delle relazioni tra quest’ultime e i relativi antecedenti
Competitività delle PMI Il gruppo di ricerca si propone di indagare la capacità competitiva delle Piccole e Medie Imprese Italiane che connotano il tessuto imprenditoriale del Paese costituendo nel complesso il 99% del totale delle imprese, contribuendo alla generazione di circa il 70% del valore aggiunto nazionale e assorbendo oltre l’80% degli addetti presenti in Italia.
Customer experience nei servizi Il gruppo di ricerca si propone di indagare come le imprese di servizi, tra cui in particolare quelle operanti nei settori del retail e dell’hospitality, cerchino di migliorare la customer experience
Modelli di business nell’era digitale Il gruppo di ricerca Modelli di business nell’era digitale si propone di esplorare, studiare e analizzare dal punto di vista dell’impresa e del management i fenomeni legati alla digitalizzazione.
Percorsi di innovazione aziendale Il gruppo di ricerca si propone di approfondire il fenomeno dell’innovazione aziendale nelle sue molteplici manifestazioni al fine di comprendere meglio la natura e la complessità delle sfide manageriali e organizzative che devono affrontare le imprese che desiderano competere in termini di innovazione.
Vitalità e longevità d’impresa Il gruppo di ricerca si propone di indagare il fenomeno della longevità d’impresa strettamente collegato alla vitalità che la stessa riesce ad esprimere.
Title Managers Sponsors Starting date Duration (months)
Erogazione di servizi complessi: coordinamento e gestione della relazione con il cliente Claudio Baccarani Fondo EX 60% (2005) Erogazione di servizi complessi: coordinamento e gestione della relazione con il cliente - assegnato e gestito dal Dipartimento 7/1/05 24


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