Generoso Branca

Generoso Branca

Università Commerciale Luigi Bocconi Milano - Milano / Italy
Business & Management / Marketing
AD Scientific Index ID: 5270493
Bocconi University
person_outline Generoso Branca's MOST POPULAR ARTICLES
1-) Virtual is so real! Consumers\' evaluation of product packaging in virtual realityG Branca, R Resciniti, SMC LoureiroPsychology & Marketing 40 (3), 596-609, 2023672023
2-) Sustainable packaging design and the consumer perspective: a systematic literature reviewG Branca, R Resciniti, BJ BabinItalian Journal of Marketing 2024 (1), 77-111, 202472024
3-) How do consumers evaluate products in virtual reality? A literature review for a research agendaG Branca, V Marino, R RescinitiSpanish Journal of Marketing-ESIC 28 (3), 356-380, 202462024
4-) Impact of Covid-19 on consumers’ pro-environmental behaviour intentions. Does proximity to an event matter?M D\'Arco, G Branca, V Marino, R RescinitiMicro & Macro Marketing 31 (2), 167-192, 202252022
5-) Value through diversity: A systematic literature review to understand diversity and inclusion in consumer researchG Branca, M Grosso, S CastaldoPsychology & Marketing 41 (11), 2854-2873, 20242024