Adjunct Professor
Expertise
Biography
Michael is full professor of sustainable consumption at Universita della Svizzera italiana (USI) in Lugano, and Adjunct Professor at EHL. He is also a professional chef (at least that's how he likes to think of himself - having completed an apprenticeship at Schwarzer Bock Wiesbaden back in the mists of time). His other great passion is 'La Bionda Piemontese' (a type of chicken) and 'La Bergamasca' (a cute sheep breed with floppy ears), both of which can sometimes be seen in the background during his Teams meetings.
Education
Article
Explaining viewer affect with imagery diagnosis model
Understanding the emotions of the photo audience or Viewer Affect is essential because marketers want to elicit specific responses with photos. Nevertheless, the relationship between Viewer Affect and tourists' behavioral intentions is still...
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Article
Hospitality service providers' reputation and sales can be strongly damaged by low ratings on platforms such as Tripadvisor, Booking, or Yelp. In this research, we investigate how the potential damaging effects of poor ratings of a hospitality...
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Article
The role of brand authenticity for higher education institutions
Higher education institutions (HEIs) engage more and more in branding activities to sustain an advantage in an increasingly high competitive environment. In such a pressing managerial context, research on brand management in the specific context of...
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