Generoso Branca

Marketing

Fellow

Marketing Management

generoso.branca@unibocconi.it

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Latest publications

D'Arco M., BRANCA G., Marino V., Resciniti R. Influencer Activism: Insights for Effective Partnership With Brands and Organizations Psychology & Marketing, 2024

BRANCA G., GROSSO M., CASTALDO S. Value through diversity: A systematic literature review to understand diversity and inclusion in consumer research Psychology & Marketing, 2024, vol.41, no. 11, pp.2854-2873

BRANCA G., Marino V., Resciniti R. How do consumers evaluate products in virtual reality? A literature review for a research agenda Spanish Journal of Marketing - ESIC, 2024, vol.28, no. 3, pp.356-380

BRANCA G., Resciniti R., Babin B. J. Sustainable packaging design and the consumer perspective: a systematic literature review Italian Journal of Marketing, 2024, vol.2024, no. 1, pp.77-111

CIACCI A., MANTOVANI A., BRANCA G. Concettualizzazioni, dimensioni e misurazioni della loyalty: una sistematic literature review in La Fedeltà del Cliente. Teoria, Misurazione e Gestione S. Castaldo (Eds),Egea, chap. 5, 2024

ACCONCIAMESSA E., BUSACCA B., BRANCA G., CASTALDO S., CIACCI A., MANTOVANI A., PENCO L., TESTA G. Considerazioni conclusive e implicazioni manageriali in La Fedeltà del Cliente. Teoria, Misurazione e Gestione S. Castaldo (Eds),Egea, chap. 7, 2024

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