Generoso Branca

Marketing

Fellow

Marketing Management

generoso.branca@unibocconi.it

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Pubblicazioni recenti

BRANCA G., D'ARCO M., RESCINITI R. Pre-owned Suits Me! Exploring Generation Z’s Purchase Behaviour towards Second-Hand Fashion Micro & Macro Marketing, 2023, no. 1, pp.95-119

D'ARCO M., BRANCA G., MARINO V., RESCINITI R. L’impatto del COVID-19 sull’orientamento dei consumatori verso comportamenti a favore della transizione ecologica in GreenIT. Economia circolare, consumo sostenibile e valore del made in Italy. III Rapporto del Centro di Ricerca sul Made in Italy dell'Università degli Studi Internazionali di Roma G. Mainolfi (a cura di), Giappichelli Editore, chap. 5, pp.77-99, 2023

BRANCA G., Resciniti R., Loureiro S. M. C. Virtual is so real! Consumers' evaluation of product packaging in virtual reality Psychology & Marketing, 2023, vol.40, no. 3, pp.596-609

D'ARCO M., BRANCA G., MARINO V., RESCINITI R. Impact of Covid-19 on consumers’ pro-environmental behaviour intentions. Does proximity to an event matter? Micro & Macro Marketing, 2022, no. 2, pp.167-197

BRANCA G., MARINO V., RESCINITI R. Exploring purchase intention in Virtual Reality: evidence from a comparative experimental analysis Proceedings of the 22nd International Marketing Trends Conference “Mastering the conversation. Dialoguing with customers and stakeholders to handle future marketing and societal challenges”. January 19-21, 2023, Paris, Francia

BRANCA G., LOUREIRO S. M. C., RESCINITI R. Are consumers actually willing to pay more for sustainable packaging? A choice-based conjoint analysis Proceedings of the XIX SIM Conference “Next Generation Marketing. Place, People, Planet: cooperation & shared value for a new era of critical marketing”. October 20-21, 2022, Salerno, Italia

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