Michela Addis is Professor of Marketing at the Università Roma Tre (Italy). She coordinates the Research Infrastructure of the Center of Excellence of the Technological District for new technologies for cultural assets and activities of the Lazio Region (DTC Lazio). She holds a Ph.D. in Business Economics & Management from Bocconi University (2001). Her research interests include customer experience, hedonic consumption, and well-being. Some of her publications appeared in the Journal of Service Research, Journal of Consumer Research, Journal of Cultural Economics, Psychology & Marketing, and European Journal of Marketing. She recently published the book Engaging Brands (Routledge 2020) and co-edited the book Managing the Cultural Businesses: Avoiding Mistakes, Finding Success with A. Rurale (Routledge 2020).

Andrea Rurale is SDA Bocconi Professor of Marketing, Director of the Master in Arts Management and Administration, and Lecturer at the Department of Marketing at Bocconi University. He also leads the Arts and Culture Knowledge Centre at SDA Bocconi. His interests are Art management, Consumer Behavior, and CRM. Andrea is President of FAI Lombardia (Fondo Ambiente Italiano) and President of Conservatory of Music in Cremona. He holds a Ph.D. in Marketing from the Universidad de Valencia.

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