BRUNO GIUSEPPE BUSACCA
Courses a.y. 2023/2024
20175 UNDERSTANDING CONSUMER (CONSUMER BEHAVIOUR AND CCT) - MODULE 1
20216 MARKETING MANAGEMENT - ADVANCED
I am born in Milano, I graduated cum laude in Business Administration, major in Marketing, I am a Full Professor at the Department of Marketing at Bocconi University. I was Dean of SDA Bocconi School of Management from 2012 to 2016. Previously I served the School of Management as Director of the Masters Division (2009-2012), Director of Executive Education Custom Programs – Corporate Division (2004-2008) and Director of the Marketing Department (1998-2003). Currently, I am Dean of Development and Alumni Engagement and member of the Rectoral Committee and of the Academic Council of Bocconi University. I am also academic advisor on issues related to brand valuation, consumer protection and valuation of damages resulting from acts of unfair competition.
Consumer behavior, customer value management, strategic brand management.
The value of art in marketing: an emotion-based model of how artworks in ads improve product evaluations
JOURNAL OF BUSINESS RESEARCH, 2018
Corporate museums and brand authenticity: Explorative research of the Gucci Museo
JOURNAL OF GLOBAL FASHION MARKETING, 2016
How Do Financial Constraints Affect Creativity?
THE JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 2014
Rejuvenating Importance-Performance Analysis
JOURNAL OF SERVICE MANAGEMENT, 2011
The effect of comparative advertising on consumer perceptions: Similarity or differentiation?
JOURNAL OF BUSINESS AND PSYCHOLOGY, 2010
Customer satisfaction and dissatisfaction in retail banking: Exploring the asymmetric impact of attribute performances
JOURNAL OF RETAILING AND CONSUMER SERVICES, 2009
The Asymmetric Impact of Price-Attribute Performance on Overall Price Evaluation
INTERNATIONAL JOURNAL OF SERVICE INDUSTRY MANAGEMENT, 2005
Understanding the Relationship between Attribute Performance and Overall Satisfaction. Theory, Measurement and Implications
MARKETING INTELLIGENCE & PLANNING, 2005