Koffler Hall 210
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 BusinessPCSB Teaching Excellence Award
- Providence College School of Business
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.
Chelminski, Piotr., DeFanti, Mark., 4th International Consumer Brand Relationships Conference, Consumer Brand Relationships Association, Porto, Portugal, "The effects of brand heritage on consumers’ brand attitudes and purchase intentions". May, 2015.
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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