Onathan Luffarelli

Jonathan Luffarelli is a Lecturer in Marketing at Cass Business School, where he teaches Marketing Strategy.

His research interests are related to branding and brand equity. In particular, he studies the independent and joint effects of brand aesthetics, brand personality, and corporate social responsibility on customer-based, company-based, and financial-based brand equity. To carry out his research, he employs various empirical methods, including experiments, event studies, field data analyses, and propensity score matching.

He holds a PhD in Marketing (2016), a Master's degree in Research (2013), and a Master's degree in International Management (2011) from IE Business School (Madrid, Spain). He also holds a BA(Hons)in Marketing from the Dublin Business School (Dublin, Ireland).

Languages

French.

Expertise

Primary Topics

• Business Ethics
• Corporate Social Responsibility
• Marketing
• Marketing Management

Additional Topics

Strategic Management

Research

His research interests are related to branding and brand equity. In particular, he studies the independent or joint effects of brand aesthetics, brand personality, and corporate social responsibility on customer-based, company-based, and financial-based brand equity. To carry out his research, he employs various empirical methods, including experiments, event studies, field data analyses, and propensity score matching techniques.

Chapter

Stamatogiannakis, A., Luffarelli, J. and Yang, H. (2015). How to use visual design to boost brand equity. In Batra, R., Seifert, C. and Brei, D. (Eds.), The Psychology of Design: Creating Consumer Appeal (pp. 121–132). ISBN 978-1-317-50209-8.

Journal Article

Luffarelli, J., Gonçalves, D. and Stamatogiannakis, A. (2016). When Feedback Interventions Backfire: Why Higher Performance Feedback May Result in Lower Self-Perceived Competence and Satisfaction with Performance. Human Resource Management, 55(4), pp. 591–614. doi:10.1002/hrm.21739.