Anastasia.Fantasia@student.unibz.it
Faculty of Economics and Management
Short bio
Before joining the PhD program in Management, I obtained my Bachelor`s degree and Master`s degree in Marketing and Digital Communication from LUMSA University (Rome). This background allows me to approach management research with a distinct perspective on behavioral dynamics and communicative interaction.
My research interest lies at the intersection of Strategic Leadership, Organizational Behavior, and Marketing Strategy.
My PhD project focuses on provocative advertising strategies, such as shockvertising, as a form of strategic risk-taking in brand communication. I investigate why managers may decide to adopt such strategies and how these decisions can affect brand reputation and firm-level outcomes.
By combining insights from management, marketing, and psychology, my work contributes to a better understanding of the micro-foundations of strategic decision-making and of the individual-level drivers that shape organizational and marketing outcomes.