Generoso Branca
I am a Lecturer in Marketing at Bocconi University. I joined Bocconi in 2023 as a postdoc researcher, after receiving my PhD from the University of Sannio.
I am also a member of the Channel & Retail Lab at SDA Bocconi.
My research focuses on consumer behavior and sustainability, diversity and inclusion in the marketplace, and customer loyalty.
Lecturer
generoso.branca@unibocconi.it
Selected Publications
Influencer activism: insights for effective partnership with brands and organizations
PSYCHOLOGY & MARKETING, 2025Beyond sustainability narratives: exploring Generation Z's shopping motivations in vintage fashion
JOURNAL OF CONSUMER BEHAVIOUR, 2025Generation Z consumers’ perspective: how and why should (not) brands engage in activism?
ITALIAN JOURNAL OF MARKETING, 2025Value through diversity: a systematic literature review to understand diversity and inclusion in consumer research
PSYCHOLOGY & MARKETING, 2024Sustainable packaging design and the consumer perspective: a systematic literature review
ITALIAN JOURNAL OF MARKETING, 2024Virtual is so real! Consumers' evaluation of product packaging in virtual reality
PSYCHOLOGY & MARKETING, 2023Teaching
10184
TRADE MARKETING & CHANNEL MANAGEMENT
12598
SUSTAINABLE COMMUNICATION AND RETAILING
30228