Monia Massarini


University of Udine


Udine, Italy


Monia Massarini holds a Master Degree in Public Relations. She is currently attending the Doctoral Programme in Multimedia Communication at the Department of Human Science of the University of Udine (Italy). Purpose of her research project is to investigate the emergence of Chinese fashion brands in the international fashion system. She spent six-months in Shanghai, hosted as guest researcher in the Asian Campus of the Emlyon Business School (France) for a joint research project that also involved the Research Center on Branding Studies of the East China Normal University (China). Purpose of the collaboration was to study the country-of-origin effect in the context of the Chinese brand building. Her main research interest lies in branding, communication, fashion and China. She also works as copywriter and journalist.