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From market research to creativity templates : leveraging tacit knowledge for ideation

Busacca, Bruno; Cillo, Paola; Mazursky, David - In: Strategic market creation : a new perspective on …, (pp. 3-26). 2008

Persistent link: https://www.econbiz.de/10003732297

The effect of comparative advertising on consumer perceptions : similarity or differentiation?

Soscia, Isabella; Girolamo, Simona; Busacca, Bruno - In: Journal of business and psychology 25 (2010) 1, pp. 109-118

Persistent link: https://www.econbiz.de/10003955856

Consumer Evaluations of Brand Extension : The Impact of Brand Relationship Quality andNaming Strategy

Busacca, Bruno - 2019

This study explores the impact of brand relationship quality and brand naming strategies on the success of brand extensions. The authors present the results of an experiment based on a 2x2x2 between-subjects design, where the following three independent variables are considered: the category fit...

Persistent link: https://www.econbiz.de/10012866489

Premium private label : how product value, trust and category involvement influence consumers willingness to buy

Bertoli, Giuseppe; Busacca, Bruno; Imperato, Marta - In: Italian journal of marketing : ITJM 2020 (2020) 2/3, pp. 143-161

Persistent link: https://www.econbiz.de/10012305766

The value of art in marketing : an emotion-based model of how artworks in ads improve product evaluations

Estes, Zachary; Brotto, Luisa; Busacca, Bruno - In: Journal of business research : JBR 85 (2018), pp. 396-405

Persistent link: https://www.econbiz.de/10011815584