{"title":"Generoso Branca","description":"\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eGeneroso Branca\u003c\/strong\u003e is a \u003cem\u003ePost-Doc\u003c\/em\u003e Researcher in the Department of Marketing at Bocconi University, Italy, and a Fellow in Marketing Management at SDA Bocconi School of Management, Italy, where he is also a member of the Channel \u0026amp; Retail Lab. He holds a Ph.D. from the University of Sannio, Italy, along with a Doctor Europaeus Certificate. His research interests include consumer behavior, sustainability, diversity and inclusion in the marketplace, and immersive technologies. He has published in international peer-reviewed journals such as Psychology \u0026amp; Marketing, and has received distinctions including second place for the Best Doctoral Thesis SIM-BNL Award 2023\u003cem\u003e, the\u003c\/em\u003e Best Reviewer Award 2023 \u003cem\u003eand the Best Article 2024 Award\u003c\/em\u003e from the Italian Journal of Marketing. He teaches courses in marketing, channel marketing, trade marketing, channel management, and sustainability.\u003c\/p\u003e","products":[{"product_id":"virtual-reality-real-intentions-generoso-branca-ebook","title":"Virtual Reality, Real Intentions","description":"\u003cp class=\"MsoNormal\"\u003e\u003cspan style=\"font-size: 12.0pt; line-height: 107%; font-family: 'Times New Roman',serif; mso-bidi-font-weight: bold;\"\u003e1. Introduction.- 2. Virtual Reality in marketing: consumer and product research.- 3. Packaging design, sustainability and the consumer perspective.- 4. Research design and methodology.- 5. Preliminary study and main experiments procedure.- 6. Study 1 – Consumers’ response to structural cues.- 7. Study 2 – Consumers’ response to haptic cues.- 8. Study 3 – Consumers’ response to visual cues.- 9. Discussions, implications and limitations of the research.- 10.\u003cspan style=\"mso-spacerun: yes;\"\u003e  \u003c\/span\u003eConclusions.\u003c\/span\u003e\u003c\/p\u003e","brand":"Generoso Branca","offers":[{"title":"Default Title","offer_id":53650925977927,"sku":"9783032101426","price":128.39,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0920\/5455\/2903\/files\/virtual-reality-real-intentions-ebook-cover.webp?v=1775321676"}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0920\/5455\/2903\/collections\/generoso-branca-autor-kollektion.webp?v=1775321674","url":"https:\/\/www.cinebuch.de\/collections\/generoso-branca.oembed","provider":"CineBuch","version":"1.0","type":"link"}