Marco Galvagno

Curriculum vitae

Marco Galvagno

Associate Professor of Management and Marketing,
Department of Economics and Business, University of Catania

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Updated September 2026

Profile

I teach Marketing and Digital Marketing at the University of Catania, where I have been Associate Professor since 2014. I study how people choose, take part and change their behaviour when they face new experiences: immersive services, places and events, the brands of family firms. My work has appeared in journals including Social Science & Medicine, European Journal of Marketing, Journal of Hospitality & Tourism Research and Electronic Commerce Research. I sit on the editorial board of Strategic Change and have guest-edited two special issues.

Academic positions

  • Associate Professor of Management, University of Catania, 2014–present
  • Assistant Professor of Management, University of Catania, 2004–2013
  • Post-doctoral Research Associate in Management, University of Catania, 2002–2004
  • Lecturer, University of Catania, 2001–2004
  • Visiting Research Fellow, Grenoble Graduate School of Business (France), 2010
  • Visiting Scholar, Mays Business School, Texas A&M University (USA), 2000–2001

Education

  • PhD in Business Economics and Management, University of Catania, 2002
  • MSc in Business Economics, University of Catania, 1997
  • BSc in European Business, University of Leicester (UK), 1995

Awards

  • Best Selected Paper, Tourism, Culture & Arts Marketing track, 23rd SIM Conference, 2026
  • Best Paper Award, Italian Journal of Marketing, 2022
  • Best Paper Award, 79th Annual Meeting of the Academy of Management, 2019
  • Teaching Award, University of Catania, graduate level, 2014
  • EUDOKMA Scholarship, European Doctoral School in Knowledge Management, ESADE Business School, Barcelona, 2000

Publications

Ranked journals

  1. Galvagno, M., Bruni, R., & Chrimes, C. (2026). Innovation in Immersive Services: Motivational Drivers of Continued Metaverse Use through VR Headsets.Journal of Innovation & Knowledge, 101092. ABS 1 · ANVUR A
  2. Miozza, M., Lombardo, S. M., Galvagno, M., & Magni, L. (2026). Bridging the digital divide in the pharmaceutical industry: A future research agenda.Social Science & Medicine, 118832. ABS 4 · ANVUR A
  3. Bruni, R., & Galvagno, M. (2026). Virtual reality, authentic motivations: a classification of metaverse users based on VR/XR headset experience.Electronic Commerce Research, 26(2), 1989–2013. ABS 2 · ANVUR A
  4. Picone, P. M., Galvagno, M., & Pisano, V. (2024). Hubris research in business: taking stock and moving forward.Management Decision, 62(1), 1–24. ABS 2 · ANVUR A
  5. Galvagno, M., Pisano, V., & Strano, S. M. (2023). Family business branding from a signaling theory perspective: an integrative framework.Journal of Product & Brand Management, 32(5), 681–696. ABS 1 · ANVUR A
  6. Giaccone, S. C., & Galvagno, M. (2023). Exploring the relationship between attendees’ motivation, satisfaction and loyalty in the context of a home-grown festival.Sinergie Italian Journal of Management, 43(3), 171–191. ANVUR A
  7. Galvagno, M. (2022). The Italian contribution to the marketing literature.Italian Journal of Marketing, (1), 1–9. ANVUR A
  8. Di Maria, E., Simoni, M., Pedeliento, G., & Galvagno, M. (2021). The long Covid effect in marketing and consumer research.Italian Journal of Marketing, 2021(4), 297–303.
  9. Galvagno, M., & Pisano, V. (2021). Building the genealogy of family business internationalization: a bibliometric mixed-method approach.Scientometrics, 126(1), 757–783. ABS 2 · ANVUR A
  10. Giaccone, S. C., & Galvagno, M. (2021). Small-scale cultural festivals in Southern Europe: A motivation-based segmentation study.European Journal of Tourism Research, 29.
  11. Galvagno, M., & Giaccone, S. C. (2019). Mapping creative tourism research: Reviewing the field and outlining future directions.Journal of Hospitality & Tourism Research, 43(8), 1256–1280. ABS 2 · ANVUR A
  12. Galvagno, M., & Pisano, V. (2017). Gli antecedenti della fiducia interpersonale nelle relazioni tra cliente e farmacista.Micro & Macro Marketing, 26(2), 229–246.
  13. Giaccone, S. C., Galvagno, M., & Di Mauro, E. (2017). Competere attraverso il turismo creativo: un’analisi delle preferenze verso la Sicilia.Sinergie Italian Journal of Management, 103, 299–318.
  14. Galvagno, M., & Dalli, D. (2014). Theory of value co-creation: a systematic literature review.Managing Service Quality(nowJournal of Service Theory and Practice), 24(6), 643–683. ABS 1 · ANVUR A
  15. Di Guardo, M. C., Galvagno, M., & Cabiddu, F. (2012). Analysing the Intellectual Structure of E-Service Research.International Journal of E-Services and Mobile Applications, 4(2), 19–36.
  16. Galvagno, M. (2011). The intellectual structure of the anti-consumption and consumer resistance field: an author co-citation analysis.European Journal of Marketing, 45(11/12), 1688–1701. ABS 3 · ANVUR A

Other peer-reviewed journals

  1. Galvagno, M. (2017). Bibliometric literature review: An opportunity for marketing scholars.Mercati & Competitività, 4, 7–15.
  2. Galvagno, M., & Giaccone, S. C. (2015). Second-hand shopping: analisi delle motivazioni d’acquisto e implicazioni per la distribuzione.Mercati & Competitività, 1, 123–147.
  3. Galvagno, M., Garraffo, F., De Joannon, A., & Monachella, M. (2013). L’influenza dell’età e della dimensione sul grado di internazionalizzazione.Finanza, Marketing e Produzione, XXXI(4), 41–58.
  4. D’Allura, G. M., Galvagno, M., & Mocciaro Li Destri, A. (2012). Regional Innovation Systems: A Literature Review.Business Systems Review, 1, 139–156.
  5. Galvagno, M. (2011). Anti-consumption research. Analisi bibliometrica della letteratura internazionale.Mercati & Competitività, 2, 55–75.
  6. Galvagno, M., & Romano, M. (2009). Lo sviluppo della grande distribuzione nella prospettiva della Multiple Point Competition.Annali della Facoltà di Economia dell’Università di Catania, 55, 93–125.
  7. Galvagno, M., & Faraci, R. (2004). La coesistenza fra tecnologie: definizione ed elementi costitutivi.Sinergie, 65, 207–225.

Books and book chapters (selected)

  1. Bruni, R., & Galvagno, M. (2026). Marketing in the Immersivity Era. In R. Ladhari (Ed.),Encyclopedia of Artificial Intelligence in Marketing(pp. 1–17). Springer.
  2. Schillaci, C. E., & Galvagno, M. (2023). Eco-ansia e generazione Z. InAbitare il cambiamento(pp. 100–103). Egea.
  3. Giaccone, S. C., & Galvagno, M. (2019). Reputazione e brand come “risorse chiave” per le strategie di diversificazione delle imprese familiari. In R. Faraci & V. Pisano (Eds.),Le strategie di diversificazione nelle imprese familiari(pp. 183–200). Giappichelli.
  4. Giaccone, S. C., & Galvagno, M. (2018). Events and territorial attractiveness: the “Etna Comics” experience. In M. G. Racca et al. (Eds.),Smart Tourism(pp. 327–341). McGraw-Hill.
  5. Galvagno, M., & Giaccone, S. C. (2017).Il turismo creativo. Fondamenti teorici ed esperienze di valorizzazione del territorio. Giappichelli.
  6. Galvagno, M., & Garraffo, F. (2010). The promise of coopetition as a stream of research in strategic management. In G. B. Dagnino et al. (Eds.),Coopetition: Winning Strategies for the 21st Century(pp. 40–57). Edward Elgar.
  7. Di Guardo, M. C., & Galvagno, M. (2005). On the relationship between knowledge, networks, and local context. In A. Capasso et al. (Eds.),Strategic Capabilities and Knowledge Transfer(pp. 176–195). Edward Elgar.
  8. Cannella, A. A., & Galvagno, M. (2002). Governance and control for firms in transition. In C. E. Schillaci & R. Faraci (Eds.),The Ownership and Governance of Firms in Transition: The Italian Experience(pp. 23–46). Giappichelli.

Edited books

  1. Lambin, J. J., Tesser, E., & Galvagno, M. (Eds.) (2012, 2016).Market-driven management. Marketing strategico e operativo(6th and 7th ed.). McGraw-Hill.
  2. Faraci, R., Galvagno, M., & Giaccone, S. C. (Eds.) (2007).La fedeltà nelle relazioni tra impresa e mercato. Giappichelli.

Research projects

Principal investigator

  • CO.META, Consumer behaviour in the Metaverse, University of Catania, 2024–2025
  • CU.TE, Digital Heritage Valorisation, University of Catania, 2020–2022
  • Store attachment and its role in the customer-retailer relationship, University of Catania, 2013
  • Affective customer attachment and private label attitudes, University of Catania, 2012

Research group member

  • PNRR SAMOTHRACE, Sicilian MicronanoTech Research and Innovation Centre, Spoke 9, 2023–2026
  • FRIDA, Fostering Regional Innovation and Development through Anchors and Networks, EU Seventh Framework Programme, 2009–2012
  • PRIN 2007, The role of dynamic capabilities in the research-science driven firms operating in the biotech industry, Italian Ministry of University and Research, 2008–2010
  • PRIN 2001, Immaterial resources: corporate culture, information systems and brand equity, Italian Ministry of University and Research, 2002–2004

Editorial roles and reviewing

  • Editorial Board Member,Strategic Change, 2022–present
  • Assistant Editor and Editorial Board Member,Italian Journal of Marketing, 2020–2024
  • Associate Editor and Editorial Board Member,International Journal of Electronic Marketing and Retailing, 2014–2018
  • Referee Board Member,Sinergie Italian Journal of Management, 2013–2024
  • Guest Editor, special issue “Covid-19 and Marketing Research in Italy”,Italian Journal of Marketing, 2022
  • Guest Editor, special issue “Advancements in Interactive Marketing and the IoT”,International Journal of Electronic Marketing and Retailing, 2017

Ad hoc reviewer for journals including Psychology & Marketing, European Journal of Marketing, Journal of Business Venturing, Industrial Marketing Management, Regional Studies, International Journal of Hospitality Management, Current Issues in Tourism and Journal of Product & Brand Management. Reviewer for the AOM, EMAC, AMS, SMS, IFERA, SIM and SIMA conferences.

Teaching and supervision

  • Marketing, BSc in Business Administration, 2005–present
  • Digital Marketing, MSc in Business Management, 2015–present
  • Research Methods, PhD in Economics, Management and Decision Making, 2025–present

Previously: Management (2019–2023), Entrepreneurship (2014), Retail Management (2010), and Research Methods (2012–2013) and Strategic Management (2004–2008) in the PhD in Business Administration. Supervisor of 7 PhD students since 2010 and more than 800 bachelor’s and master’s theses. Certified LEGO® Serious Play® facilitator (2015).

Institutional service (selected)

  • Rector’s Delegate for University Promotion and Marketing, University of Catania, 2019–2025
  • Curriculum Coordinator, MSc in Business Management (LM-77), 2023–present
  • Head of Department’s Delegate for Quality Assurance, 2021–2026
  • Head of Department’s Delegate for Accreditation Monitoring and Strategic Plan, 2019–2026
  • Head of Department’s Delegate for Student Orientation, 2018–2026
  • Advisory Board Member and Head of Teaching Activities, Contamination Lab, University of Catania, 2014–2023
  • Doctoral board, PhD in Economics, Management and Decision Making, University of Catania, 2020–present

Recent conferences

  • Assessing Place Image through AI-Based Analysis of Online Data, IPBA 10th Annual Conference, Lisbon, 2026 (with R. Bruni et al.)
  • Immersive Virtual Reality, EEG Engagement and Baseline Destination Imagery in Tourism Consumer Behaviour, 23rd SIM Conference, Rimini, 2026 (with R. Bruni et al.)
  • Future intention to use Metaverse with VR headsets: Integrating self-determination theory and theory of planned behaviour, 54th EMAC Annual Conference, Madrid, 2025 (with R. Bruni)
  • Real or Virtual? A Neuroscientific Exploration of Digital Cultural Experiences, 23rd International Conference on Cultural Economics, Rotterdam, 2025 (with R. Bruni et al.)
  • Why Being Good Matters: The Impact of CSR and Family Business Brand on Organizational Attractiveness, 84th Annual Meeting of the Academy of Management, Chicago, 2024 (with S. M. Strano et al.)
  • What do people think about Italian archaeological sites? A valuation through electronic reviews, 17th AIMAC International Conference, Lisbon, 2024 (with M. Cavalieri et al.)

The full list since 2006 is in the PDF CV.

Memberships

European Marketing Academy (EMAC), Academy of Management (AOM), American Marketing Association (AMA), Academy of Marketing Science (AMS), Italian Society of Marketing (SIM), Italian Society of Management (SIMA).