Giulia Miniero is Assistant professor of Marketing at Franklin University Switzerland in Lugano. Before joining Franklin University, Giulia obtained her Ph.D in Business Administration and Management from Bocconi University where she still teaches in graduate and executive programs. After her Ph.D she obtained a Post Doc Scholarship at Università della Svizzera Italiana in Lugano. Her research interests are in the area of consumer behavior with specific reference to experiential marketing and consumer brand relationship evolution. Her works have been published on the major international academic outlets such as International Journal of Research in Marketing, Psychology and Marketing, International Journal of Consumer Studies and Journal of Consumer Marketing.