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.
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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