Donata Tania Vergura

Vergura Donata Tania

ASSOCIATE PROFESSOR

Tania Vergura (Ph.D) is Associate Professor in Economics and Management (Scientific Disciplinary Sector ECON/07-A) at the Department of Economics and Management, University of Parma. Previously, she was a Type B Fixed-term Researcher (RTDB) at the same Department. Her research activity focuses on consumer behavior, mainly in the areas of packaging and sustainability, and digital marketing.

She currently teaches "E-business and Digital Marketing" in the Bachelor's Degree Program in Economics and Management and "Neuroshopping" in the Master's Degree Program in Trade and Consumer Marketing. She is the referent delegate for Incoming Orientation for the Department of Economics and Management at the University of Parma.

She was awarded the National Scientific Qualification for the Disciplinary Scientific Area ECON/07-A (formerly SECS-P/08) - Economics and Business Management – Full Professor in 2023. During her academic career, she has received several awards for his scientific contributions, including the Best Selected Paper Award of the XXIX Annual Sinergie-Sima 2022 Conference and the Best Selected Paper Award for the "Internet & Digital Marketing" section of the XV Annual Conference of the Italian Marketing Society 2018.

ADDITIONAL INFORMATION

  • Member of the Interdepartmental Center for "Neuroimaging" (CIN) based at the Integrated Biotechnology Complex, Institute of Physiology, University of Parma;
  • Member of the MADEINT Research Center established by the University of International Studies in Rome - UNINT;
  • Headquarters contact person (for the Parma office) for the Italian Society of Marketing (SIM).
  • Member of the research team for the two-year research project under the PRIN (RESEARCH PROJECTS OF RELEVANT NATIONAL INTEREST) - Call 2022; project title "Sustainable Food Labels for Product Communication" carried out and proposed with the University of Florence.
  • Member of the research team of the European Union-funded project - National Recovery and Resilience Plan (NRP) - NextGenerationEU, Spoke 5. Circular Economy & Blue Economy, research and innovation program "Ecosystem for Sustainable Transition in Emilia-Romagna" (ECOSYSTER)

AREAS OF RESEARCH

  • E-commerce and Multi-Channel
  • Social Marketing (Gambling, Nutritional Marketing)
  • Neuromarketing and the Consumer's Decision-making Processes
  • Consumer Panel Quality Service Assessment
  • Quali-Quantitative Consumer Research

MAIN PUBLICATIONS

  • Aiolfi S., Vergura D.T., Bellini S., Luceri B. (2024), "Sustainability meets innovation in the retail sector: a bibliometric analysis," MICRO & MACRO MARKETING, vol. 2, pp. 1-32. ISSN 1121-4228.
  • Vergura D.T., Zerbini C., Luceri B., Palladino R. (2023), "Investigating sustainable consumption behaviors: A bibliometric analysis," BRITISH FOOD JOURNAL, vol. 15, no. 13, 253-276.
  • Zerbini C., Vergura D. T., Luceri B., Cristini G. (2023), "Nutritional claims and framing effect: how does the way of communication impact on the product perception?", SYNERGIES, vol. 41, no. 2, pp. 39-53.
  • Vergura D.T. (2022). E-COMMERCE AND PHIGYTAL STRATEGY. Businesses and consumers between physical and digital. Giappichelli Publisher: Turin, Italy. ISBN: (paper format) 9788892144125; (e-book format) 9788892174436.
  • Zerbini C., Aiolfi S., Bellini S., Luceri B., Vergura D.T. (2021). "Mobile Shopping Behaviour: a bibliometric analysis,"" SYNERGIES, vol. 40, no. 2, pp. 233-256. ISSN. 0393-5108. (Anvur ASN classification: scientific journal. Anvur VQR 2016 classification: class C; AIDEA 2020 Italian scientific journal rating: band A).
  • Vergura D.T., Zerbini C., Luceri B. (2021). "The role of social networks during the COVID-19 lockdown: real-life social distancing vs. virtual interaction," INTERNATIONAL JOURNAL OF BUSINESS AND MANAGEMENT, vol. 16, no. 5.
  • Mainolfi G., Vergura D.T. (2021). "The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study," JOURNAL OF FASHION MARKETING AND MANAGEMENT, 1361-2026.
  • Vergura D.T., Zerbini C., Luceri B. (2019). "Palm oil free" vs "sustainable palm oil": The impact of claims on consumer perception. BRITISH FOOD JOURNAL, vol. 121, no. 9, 2027-2035. ISSN: 0007-070X
  • Zerbini, C., Vergura, D. T., Latusi, S. (2019). A new model to predict consumers' willingness to buy fair-trade products. FOOD RESEARCH INTERNATIONAL, vol. 122, 167-173. ISSN: 0963-9969.
  • Zerbini C., Vergura D.T., Luceri B. (2019). How do fair-trade claims and emotional empathy affect the consumer's propensity to buy fair chocolate? BRITISH FOOD JOURNAL, vol. 121, no. 7, 1605 - 1613. ISSN: 0007-070X.