Assistant Professor
Department of Marketing & Communication
Contact
acammarota@ium.monaco.edu
Research interests
Antonella Cammarota holds a PhD in Marketing from the University of Sannio (Italy). During her doctoral studies, she was a visiting researcher at Drexel University in Philadelphia (USA), where she further developed her international research profile.
Her scholarly work lies at the intersection of socio-political branding, consumer behavior, and the social role of businesses. She investigates how brands engage with socio-political issues, how consumers respond to sustainable and political positioning strategies, and how corporate social responsibility initiatives shape market dynamics and societal impact. Her research addresses themes such as socio-political branding, sustainable and political consumption, corporate social responsibility, and the broader societal responsibilities of firms.
Methodologically, her work is characterized by a strong multi-method approach. She employs qualitative and quantitative techniques including interviews, focus groups, netnography, experiments, systematic literature reviews, content and thematic analysis, and bibliometric analysis, allowing her to generate rigorous and impactful insights across diverse research contexts.
Main Publications:
- CAMMAROTA, A., M. D’ARCO, V. MARINO, R. RESCINITI, “The brand activism path: Mapping the activism intensity and consumer responses”, Journal of Business Research, 2026, vol. 206, pp. 115990 (FNEGE:2, ABS:3, ABDC:A, CNRS:2, SJR:Q1)
- MONTEVERDE, G., A. CAMMAROTA, L. SERAFINI, M. QUADRI, “Are we human or are we voice assistants? Revealing the interplay between anthropomorphism and consumer concerns”, Journal of Marketing Management, 2025, vol. 41, no. 1-2, pp. 200-235 (FNEGE:3, ABS:2, ABDC:A, CNRS:3, SJR:Q1)
- D’ARCO, M., A. CAMMAROTA, V. MARINO, R. RESCINITI, “How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology”, Journal of Global Marketing, 2024, vol. 37, no. 4, pp. 264-281 (ABS:1, ABDC:C)
- CAMMAROTA, A., M. D’ARCO, V. MARINO, R. RESCINITI, “BRAND ACTIVISM: A Literature Review and Future Research Agenda”, International Journal of Consumer Studies, 2023, vol. 47, no. 5, pp. 1669-1691 (ABS:2, ABDC:A)
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