Cesare Amatulli is Full Professor of Marketing at the University of Bari. He also teaches “Brand Management”, “Research Methodology for Marketing” and “Strategic Marketing in Luxury Industries” at LUISS University. He has been Visiting Researcher at the Ross School of Business (USA) and at the University of Hertfordshire (UK). His research focuses on consumer behavior, luxury marketing and sustainable luxury. His studies are mainly based on behavioral experiments. He has published in various international scientific journals in the fields of marketing, consumer behavior, management and psychology, such as Journal of Consumer Research, International Journal of Research in Marketing, Journal of Business Ethics, Journal of Business Research, Journal of Retailing and Psychology & Marketing.