BRUNO GIUSEPPE BUSACCA

BRUNO GIUSEPPE BUSACCA

Courses a.y. 2024/2025

Biographical note

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 Development and Alumni Engagement (from 2016 to 2022), Dean of SDA Bocconi School of Management (from 2012 to 2016), member of the Rectoral Committee and  of the Academic Council at Bocconi University. Previously I was director of the Degree in Business Administration and 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). I am also academic advisor on issues related to brand valuation, consumer protection and valuation of damages resulting from acts of unfair competition.


Research interests

Consumer behavior, customer value management, strategic brand management.


Selected Publications

Estes, Zachary; Brotto, Luisa; Busacca, Bruno
The value of art in marketing: an emotion-based model of how artworks in ads improve product evaluations
JOURNAL OF BUSINESS RESEARCH, 2018

Bertoli, Giuseppe; Busacca, Bruno Giuseppe; Ostillio, Maria Carmela; Di Vito, Silvia
Corporate museums and brand authenticity: Explorative research of the Gucci Museo
JOURNAL OF GLOBAL FASHION MARKETING, 2016

Scopelliti, Irene; Cillo, Paola; Busacca, Bruno Giuseppe; Mazursky, David
How Do Financial Constraints Affect Creativity?
THE JOURNAL OF PRODUCT INNOVATION MANAGEMENT, 2014

Arbore, Alessandro; Busacca, Bruno Giuseppe
Rejuvenating Importance-Performance Analysis
JOURNAL OF SERVICE MANAGEMENT, 2011

Soscia, Isabella; Girolamo S.; Busacca, Bruno Giuseppe
The effect of comparative advertising on consumer perceptions: Similarity or differentiation?
JOURNAL OF BUSINESS AND PSYCHOLOGY, 2010

Arbore, Alessandro; Busacca, Bruno Giuseppe
Customer satisfaction and dissatisfaction in retail banking: Exploring the asymmetric impact of attribute performances
JOURNAL OF RETAILING AND CONSUMER SERVICES, 2009

Padula, Giovanna; Busacca, Bruno Giuseppe
The Asymmetric Impact of Price-Attribute Performance on Overall Price Evaluation
INTERNATIONAL JOURNAL OF SERVICE INDUSTRY MANAGEMENT, 2005

Busacca, Bruno Giuseppe; Padula, Giovanna
Understanding the Relationship between Attribute Performance and Overall Satisfaction. Theory, Measurement and Implications
MARKETING INTELLIGENCE & PLANNING, 2005

Busacca, Bruno; Bertoli, Giuseppe
Marketing management : priorità strategiche
2023

Busacca, Bruno; Bertoli, Giuseppe; Ostillio, Maria Carmela
La marca : costruzione, sviluppo, valutazione
2022

Bertoli, Giuseppe; Busacca, Bruno; Vaturi, Vittoria
Premium private label: propensione all'acquisto e sensibilità al prezzo nel canale digitale
MICRO & MACRO MARKETING, 2021

Bertoli Giuseppe; Busacca Bruno; Imperato Marta
Premium private label: how product value,trust and category involvement influence consumers willingness to buy
ITALIAN JOURNAL OF MARKETING, 2020

Giuseppe Bertoli; Bruno Busacca; Alessandro Calzetti
La sensibilità del consumatore a comportamenti aziendali eticamente scorretti
SINERGIE, 2019