Date of Graduation
5-2025
Document Type
Thesis
Degree Name
Bachelor of Science in Business Administration
Degree Level
Undergraduate
Department
Marketing
Advisor/Mentor
Spurlock, Brandon
Abstract
This thesis explores the topics of cultural branding, consumer behavior, and tourism marketing in Rome, Italy, based firsthand experiences during a summer study abroad program. By looking at how companies, brands, and places market themselves in Rome, brands in the United States can apply the same concepts and strategies that work in a global setting. This study highlights key differences between U.S. and Italian approaches to marketing tactics and insight into why these strategies work so well in Rome. Marketing is a way for brands to build emotional connections with consumers, and companies in Rome have mastered these connections with their storytelling, something not seen often from U.S. brands. Drawing comparisons to the United States, this research provides takeaways for American marketers on how to adopt culturally grounded and sustainable practices to build stronger connections to consumers.
Keywords
Marketing; Rome; Consumer Behaviours; Tourism Marketing
Citation
Brown, H. (2025). Rome Wasn’t Marketed in a Day. Marketing Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/mktguht/107