Pirani, Daniela; Cappellini, Benedetta; Harman, Vicki - In: European Journal of Marketing 52 (2018) 12, pp. 2478-2498
PurposeThis paper aims to examine how Mulino Bianco, an iconic Italian bakery brand, has reshaped the symbolic and material aspects of breakfast in Italy, transforming a declining practice into a common family occasion.Design/methodology/approachA socio-historical analysis of the iconisation...