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Other IDs

ResearcherID: ADT-7867-2022
Scopus Author ID: 57924802000

Countries

Italy

Activities

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Employment (1)

Bocconi University: Milan, IT

2023-05-01 to present | Post-Doc Researcher (RTD-A)
Employment
Source: Self-asserted source
Generoso Branca

Education and qualifications (1)

University of Sannio: Benevento, IT

2022-04 | Ph.D.
Education
Source: Self-asserted source
Generoso Branca

Works (17)

Influencer Activism: Insights for Effective Partnership With Brands and Organizations

Psychology & Marketing
2025-03 | Journal article
DOI: 10.1002/mar.22149
Contributors: Mario D'Arco; Generoso Branca; Vittoria Marino; Riccardo Resciniti
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

Generation Z consumers’ perspective: how and why should (not) brands engage in activism?

Italian Journal of Marketing
2025-02-07 | Journal article
DOI: 10.1007/s43039-025-00109-x
Contributors: Antonella Cammarota; Generoso Branca
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

Analyzing the concept of loyalty. A four-dimensional relationship with the brand

2025-01-01 | Journal article
HANDLE: 11565/4072680
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS

The TCC model. Turning data into competitive advantage

2025-01-01 | Journal article
HANDLE: 11565/4072681
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS

Value through diversity: A systematic literature review to understand diversity and inclusion in consumer research

Psychology & Marketing
2024-11 | Journal article
DOI: 10.1002/mar.22088
Contributors: Generoso Branca; Monica Grosso; Sandro Castaldo
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

An analysis of previous reviews on loyalty: conceptualizations, measurements, and implications

2024-01-01 | Book chapter
HANDLE: 11565/4069685
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS

Conceptualizations, dimensions, and measurements of loyalty: a systematic literature review

2024-01-01 | Book chapter
HANDLE: 11565/4069686
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS

Embracing the multifaceted dimensions of diversity: How marketing and businesses can shape a more inclusive future.

2024-01-01 | Conference paper
HANDLE: 11565/4069560
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS

Enhancing prosocial behavior through influencer marketing. The role of partnership congruity and consumers’ prosocial identity.

2024-01-01 | Conference paper
HANDLE: 11565/4069559
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS

Flatmates: the first Italian influencer marketing agency founded and managed by content creators

2024-01-01 | Journal article
DOI: 10.1431/113946
HANDLE: 11565/4069558
EID:

2-s2.0-85210286169
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS

How do consumers evaluate products in virtual reality? A literature review for a research agenda

2024-01-01 | Journal article
DOI: 10.1108/SJME-07-2022-0153
HANDLE: 11565/4069339
EID:

2-s2.0-85161489099

WOSUID:

WOS:001308951400001
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS
grade
Preferred source (of 2)‎

Sustainable packaging design and the consumer perspective: a systematic literature review

2024-01-01 | Journal article
DOI: 10.1007/s43039-023-00084-1
HANDLE: 11565/4069338
EID:

2-s2.0-85207821182
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS
grade
Preferred source (of 2)‎

Pre-owned suits me! Exploring Generation Z’s purchase behaviour towards second-hand fashion

2023-01-01 | Journal article
DOI: 10.1431/106872
HANDLE: 11565/4069337
EID:

2-s2.0-85161661689
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS
grade
Preferred source (of 2)‎

Virtual is so real! Consumers' evaluation of product packaging in virtual reality

2023-01-01 | Journal article
DOI: 10.1002/mar.21743
HANDLE: 11565/4068577
EID:

2-s2.0-85139617632

WOSUID:

WOS:000866160100001
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS
grade
Preferred source (of 3)‎

Virtual Reality in Healthcare: An in-depth examination of applications, challenges, and future research pathways

2023-01-01 | Conference paper
HANDLE: 11565/4069562
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS

Impact of Covid-19 on consumers’ pro-environmental behaviour intentions. Does proximity to an event matter?

2022-01-01 | Journal article
DOI: 10.1431/103772
HANDLE: 11565/4069340
EID:

2-s2.0-85161176045
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS
grade
Preferred source (of 2)‎

Head or heart? A comparative study of the factors influencing sustainable consumption intention in two generational cohorts

2021-01-01 | Conference paper
HANDLE: 11565/4069460
Source: check_circle
Università Commerciale Luigi Bocconi - IRIS
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