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

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