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Mark DeFanti

Associate Professor

Contact Information:

mdefanti@providence.edu
401-865-2481
Koffler Hall 210

Education:

Ph.D. - Marketing Texas A&M University

Area(s) of Expertise:

Branding, Brand Portfolio Management, Corporate name changes, corporate image and reputation, luxury marketing, fragrance marketing

Awards and Honors:

PCSB Teaching Innovation Award - Providence College School of Business
PCSB Teaching Excellence Award - Providence College School of Business

Selected Publications:

DeFanti, Mark., Bird, Deirdre., Caldwell, Helen. (2014). Gucci's Use of a Borrowed Corporate Heritage to Establish a Global Luxury Brand. Competition Forum, Eds. Abbas J. Ali. 12 (2), 45-56.

DeFanti, Mark., Bird, Deirdre., Caldwell, Helen. (2012). Consumer Perception of Luxury Fragrance Brand Advertising: Measuring the Relative Impact of Brand and Sub-Brand. Competition Forum, Eds. Abbas J. Ali, Prashanth Bharadwaj. 10 (2), 130-135.

Bird, Deirdre., DeFanti, Mark., Vaghi, John., Caldwell, Helen. (2010). Men's Luxury Watch Market: Sex Appeal and Status in Advertising. Competition Forum, Eds. Abbas Ali, Robert Camp, Prashanth Bharadwaj. 8 (1), 148-152.

DeFanti, Mark., Caldwell, Helen., Bird, Deirdre. (2009). Assessing the Influence of Models, Bottles and Brands on Consumers’ Preference of Fragrances. Business Research Yearbook, Eds. Rodney A. Oglesby and Marjorie G. Adams. 16 (1), 73-80.

Recent Presentations:

DeFanti, Mark., Bird, Deirdre., Caldwell, Helen., Conference on Historical Research in Marketing, Journal of Historical Research in Marketing, Copenhagen, Denmark, "Forever Now: Gucci's Use of a Partially Borrowed Heritage to Establish a Global Luxury Brand".

DeFanti, Mark., Bird, Deirdre., Caldwell, Helen., American Society for Competitiveness 25th Annual Conference, IUP, Washington, DC, "Gucci's Use of a Borrowed Corporate Heritage to Establish a Global Luxury Brand". October, 2014.

DeFanti, Mark., MMA Fall Educators Conference, Marketing Management Association, San Antonio, TX, "Using the American Marketing Association Integrated Marketing Plan National Competition as a Teaching Tool". September, 2014.

Bird, Deirdre., Caldwell, Helen., DeFanti, Mark., Conference on Historical Analysis & Research in Marketing (CHARM), Association for Historical Research in Marketing (AHRIM) , New York, NY, "A Fragrance to Empower Women: The History of Charlie". May, 2011.

DeFanti, Mark., Cadwallader, Susan., AMA Summer Educators Conference , American Marketing Association, Chicago, IL, "The Effect of Customers’ Perceptions of a Change to a Dual-Purpose Corporate Name on a Firm’s Stock Price". July, 2003.


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