Diversity & Inclusion in the marketplace
Branca, G., Grosso, M., & Castaldo, S. (2024). Value through diversity: A systematic literature review to understand diversity and inclusion in consumer research. Psychology & Marketing, 41(11), 2854-2873.
Branca, G., Castaldo, S., & Grosso, M. (2025). Diversity and Inclusion in retail: Consumers’ perceptions and brand outcomes. Proceedings of the 31st Recent Advances in Retailing and Consumer Science (RARCS) Conference. 7-10 July 2025. Esplanade Zagreb Hotel, Zagreb, Croatia. [forthcoming]
Branca, G., Grosso, M., & Castaldo, S. (2024). Embracing the multifaceted dimensions of diversity: How marketing and businesses can shape a more inclusive future. Proceedings of the XXI SIM Conference “Brands and Purpose in a changing era”. 17-18 October 2024. IULM University, Milan, Italy. ISBN 978-88-947829-1-2.
Sustainability
Branca, G., D’Arco, M., Marino, V. & Resciniti, R. (2025). Beyond sustainability narratives: Exploring Generation Z’s shopping motivations in vintage fashion. http://doi.org/10.1002/cb.70050
Branca, G., Shi, Q., & Valentini, S. (2025). Green Messaging in Italian Grocery: Communicating Sustainability Through Packaging. Economia & Management, 3, 15-22.
Branca, G., Resciniti, R., & Babin, B.J. (2024). Sustainable packaging design and the consumer perspective: a systematic literature review. Italian Journal of Marketing, 1, 77–111. https://doi.org/10.1007/s43039-023-00084-1.
Branca, G., D’Arco, M., & Resciniti, R. (2023). Pre-owned suits me! Exploring Generation Z’s purchase behaviour towards second-hand fashion. Micro & Macro Marketing, 1, 95-119. https://doi.org/10.1431/106872.
D’Arco, M., Branca, G., Marino, V., & Resciniti, R. (2022). Impact of Covid-19 on consumers’ pro-environmental behaviour intentions. Does proximity to an event matter? Micro & Macro Marketing, 2, 167-192. https://doi.org/10.1431/103772.
Branca, G., Nascimento, J., & Loureiro, S.M.C. (2024). Sustainability cues in fashion: Practitioners’ and consumers’ perspectives. Proceedings of the 2024 Global Fashion Management Conference “Marketing & Management in the Age of the Digital Fashion Transformation”, 457-461. 11-14 July 2024, University of Milan, Milan, Italy. https://doi.org/10.15444/GFMC2024.05.07.01.
Branca, G., Loureiro, S.M.C., & Resciniti, R., (2022). 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”. 20-21 October 2022. University of Salerno, Salerno, Italy. ISBN 978-88-943918-8-6.
D’Arco, M., Branca, G., Lo Presti, L., Mainolfi, G., Maggiore, G., Marino, V., & Resciniti, R. (2021). Head or heart? A comparative study of the factors influencing sustainable consumption intention in two generational cohorts. Proceedings of the XVIII SIM Conference “Digital transformation and marketing. Implications for business and society”. 14-15 October 2021. University of Macerata, University of Urbino Carlo Bo, Marche Polytechnic University, Italy. ISBN 978-88-943918-6-2.
Branca, G. (2020). Eco-friendly packaging and sustainability cues: first insights from literature. Proceedings of XVII SIM Conference “Marketing for a better society”. 29-30 October 2020. LIUC University, Varese, Italy. ISBN 978-88-943918-4-8.
D’Arco, M., Branca, G., Marino, V., & Resciniti, R. (2023). 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 (pp. 77-99). ISBN 979-12-211-0027-3.
Activism
D’Arco, M., Branca, G., Marino, V., & Resciniti, R. (2025). Influencer activism: insights for effective partnership with brands and organizations. Psychology & Marketing, 42, 741-766. https://doi.org/10.1002/mar.22149.
Cammarota, A., & Branca, G. (2025). Generation Z consumers’ perspective: How and why should (not) brands engage in activism? Italian Journal of Marketing. https://doi.org/10.1007/s43039-025-00109-x.
D’Arco, M., Branca, G., Marino, V., & Resciniti, R. (2026). L’attivismo degli influencer è autentico? Un’analisi della risposta degli utenti sui social media. In Obiettivo trasparenza. L’influencer marketing tra regolamentazione e sensibilizzazione. UNINT University Press. ISBN 979-12-81079-28-1.
Branca, G., D’Arco, M., & Marino, V. (2024). Enhancing prosocial behavior through influencer marketing. The role of partnership congruity and consumers’ prosocial identity. Proceedings of the XXI SIM Conference “Brands and Purpose in a changing era”. 17-18 October 2024. IULM University, Milan, Italy. ISBN 978-88-947829-1-2.
Cammarota, A., Branca, G., Marino, V., & Resciniti, R. (2023). Generation Z’s reactions to brand activism: the role of self-identity and familiarity. Proceedings of the Sinergie-SIMA Management Conference 2023 “Rediscovering local roots and interactions in Management”. 29-30 June 2023. LUM University, University of Bari, Bari, Italy. ISBN 978-88-94-7136-3-3. https://dx.doi.org/10.7433/SRECP.EA.2023.01.
Virtual Reality
Branca, G. (2025). Virtual reality, real intentions. Consumers’ evaluation of product packaging in immersive environments. Springer. ISBN 978-3-032-10141-9
Branca, G., Marino, V., & Resciniti, R. (2024). How do consumers evaluate products in virtual reality? A literature review for a research agenda. Spanish Journal of Marketing – ESIC, 28(3), 356-380. https://doi.org/10.1108/SJME-07-2022-0153.
Branca, G., Resciniti, R., & Loureiro, S.M.C. (2023). Virtual is so real! Consumers’ evaluation of product packaging in virtual reality. Psychology & Marketing, 40, 596–609. https://doi.org/10.1002/mar.21743.
Branca, G., D’Arco, M., Marino, V., & Resciniti, R. (2023). Virtual Reality in Healthcare: An in-depth examination of applications, challenges, and future research pathways. Proceedings of the XX SIM Conference “Marketing per il benessere, la salute e la cura”. 20-21 October 2023, University of Florence, Florence, Italy. ISBN 978-88-947829-0-5.
Branca, G., Marino, V., & Resciniti, R. (2023). 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”. 19-21 January 2023. ESCP Business School, Paris, France. ISBN 978-2-490372-16-4.
Branca, G. (2021). The use of Virtual Reality in product research: a preliminary analysis of the literature. Proceedings of the XVIII SIM Conference “Digital transformation and marketing. Implications for business and society”. 14-15 October 2021. University of Macerata, University of Urbino Carlo Bo, Marche Polytechnic University, Italy. ISBN 978-88-943918-6-2.
Customer loyalty
Ciacci, A., Mantovani, A., & Branca, G. (2025). Analyzing the concept of loyalty. A four-dimensional relationship with the brand. Economia & Management, 1, 22-31. 10.1485/1120-5032-202501ENG-4, 10.1485/1120-5032-202501ITA-4.
Branca, G., Ciacci, A., Katris, D., & Rubashkina, Y. (2025). The TCC model. Turning data into competitive advantage. Economia & Management, 1, 42-45. 10.1485/1120-5032-202501ENG-6, 10.1485/1120-5032-202501ITA-6
Mantovani, A., Ciacci, A., & Branca, G. (2026). Digital touchpoints for loyalty building. In Castaldo, S. (Eds.), Digital loyalty: leveraging digital touchpoints, big data, and AI to boost shopper trust (pp. 33-51). EGEA, Milan, Italy. ISBN 979-12-806-2385-0.
Mantovani, A., Ciacci, A., & Branca, G. (2026). The enabling factors of loyalty in the digital contexts. In Castaldo, S. (Eds.), Digital loyalty: leveraging digital touchpoints, big data, and AI to boost shopper trust (pp. 53-67). EGEA, Milan, Italy. ISBN 979-12-806-2385-0.
Branca, G., Ciacci, A., Katris, D., & Ezan, A. (2026). Digital and loyalty: new campaigns for current shoppers and retailers. In Castaldo, S. (Eds.), Digital loyalty: leveraging digital touchpoints, big data, and AI to boost shopper trust (pp. 141-148). EGEA, Milan, Italy. ISBN 979-12-806-2385-0.
Acconciamessa, E., Branca, G., Castaldo, S., Ciacci, A., Grosso, M., Mantovani, A., Penco, L., Pirro Ruggero, A., & Testa, G. (2026). Conclusions and managerial implications. In Castaldo, S. (Eds.), Digital loyalty: leveraging digital touchpoints, big data, and AI to boost shopper trust (pp. 149-161). EGEA, Milan, Italy. ISBN 979-12-806-2385-0.
Mantovani, A., Ciacci, A., & Branca, G. (2025). Touchpoint digitali per costruire la loyalty. In Castaldo, S. (Eds.), Digital loyalty. Integrare touchpoint digitali, big data e AI per accrescere la fiducia dei clienti (pp. 31-50). EGEA, Milan, Italy. ISBN 978-88-238-4809-2.
Mantovani, A., Ciacci, A., & Branca, G. (2025). I fattori abilitanti della loyalty (enabler) nei contesti digitali. In Castaldo, S. (Eds.), Digital loyalty. Integrare touchpoint digitali, big data e AI per accrescere la fiducia dei clienti (pp. 51-65). EGEA, Milan, Italy. ISBN 978-88-238-4809-2.
Branca, G., Ciacci, A., Katris, D., & Ezan, A. (2025). Digital e loyalty. Nuove campagne per gli shopper e i retailer di oggi. In Castaldo, S. (Eds.), Digital loyalty. Integrare touchpoint digitali, big data e AI per accrescere la fiducia dei clienti (pp. 145-153). EGEA, Milan, Italy. ISBN 978-88-238-4809-2.
Acconciamessa, E., Branca, G., Castaldo, S., Ciacci, A., Grosso, M., Mantovani, A., Penco, L., Pirro Ruggero, A., & Testa, G. (2025). Conclusioni e implicazioni manageriali. In Castaldo, S. (Eds.), Digital loyalty. Integrare touchpoint digitali, big data e AI per accrescere la fiducia dei clienti (pp. 155-167). EGEA, Milan, Italy. ISBN 978-88-238-4809-2.
Branca, G., & Ciacci, A. (2024). An analysis of previous reviews on loyalty: conceptualizations, measurements, and implications. In Castaldo, S. (Eds.), Customer loyalty (pp. 59-72). EGEA, Milan, Italy. ISBN 979-12-806-2355-3, 979-12-816-2737-6.
Ciacci, A., Mantovani, A., & Branca, G. (2024). Conceptualizations, dimensions, and measurements of loyalty: a systematic literature review. In Castaldo, S. (Eds), Customer loyalty (pp. 73-103). EGEA, Milan, Italy. ISBN 979-12-806-2355-3, 979-12-816-2737-6.
Acconciamessa, A., Busacca, B., Branca, G., Castaldo, S., Ciacci, A., Mantovani, A., Penco, L., & Testa, G. (2024). Concluding considerations and managerial implications. In Castaldo, S. (Eds), Customer loyalty (pp. 151-160). EGEA, Milan, Italy. ISBN 979-12-806-2355-3, 979-12-816-2737-6.
Branca, G., Ciacci, A., Katris, D., & Rubashkina, Y. (2024). Loyalty management and measurement according to TCC: a data-driven approach. In Castaldo, S. (Eds), Customer loyalty (pp. 163-172). EGEA, Milan, Italy. 979-12-806-2355-3, 979-12-816-2737-6.
Branca, G., & Ciacci, A. (2024). Un’analisi delle precedenti review sulla loyalty: concettualizzazioni, misurazioni e implicazioni. In Castaldo, S. (Eds.), La fedeltà del cliente. Teoria, misurazione e gestione (pp. 61-76). EGEA, Milan, Italy. ISBN 978-88-238-4780-4.
Ciacci, A., Mantovani, A., & Branca, G. (2024). Concettualizzazioni, dimensioni e misurazioni della loyalty: una systematic literature review. In Castaldo, S. (Eds), La fedeltà del cliente. Teoria, misurazione e gestione (pp. 77-109). EGEA, Milan, Italy. ISBN 978-88-238-4780-4.
Acconciamessa, A., Busacca, B., Branca, G., Castaldo, S., Ciacci, A., Mantovani, A., Penco, L., & Testa, G. (2024). Considerazioni conclusive e implicazioni manageriali. In Castaldo, S. (Eds), La fedeltà del cliente. Teoria, misurazione e gestione (pp. 161-171). EGEA, Milan, Italy. ISBN 978-88-238-4780-4.
Branca, G., Ciacci, A., Katris, D., & Rubashkina, Y. (2024). La gestione e la misurazione della loyalty secondo TCC: un approccio data-drive. In Castaldo, S. (Eds), La fedeltà del cliente. Teoria, misurazione e gestione (pp. 175-185). EGEA, Milan, Italy. ISBN 978-88-238-4780-4.
