Monica Mendini is a PhD Candidate and Teaching Assistant at the Institute of Marketing and Communication Management (IMCA). Her research is mainly concerned with similarity, branding and cause-marketing. Monica holds a master’s degree in Marketing with a minor in Corporate Social Responsibility from the Università della Svizzera Italiana and a bachelor’s degree in Economics and Management from the University of Bolzano. She has also won several scholarships including the SNF-Doc.CH program grant for her PhD, the Equal Opportunity grant for a visiting period at San Diego State University, the 'Best Student Award' (Master in Marketing, Network USImpresa for Careers) and the Italian Academic Exchange Service scholarship for a visit to the University of Bremen. Prior to her academic career, she has worked in the communication and marketing departments of Miele and Iveco-CNH Industrial, in Italy.