Riccardo Resciniti

Riccardo Resciniti is a Full Professor at the University of Sannio, working within the Department of Law, Economics, Management and Quantitative Methods (DEMM). His academic position falls under the SECS-P/08 classification for Business Economics and Management. Based in De Simone Palace at the University, Professor Resciniti maintains an active research profile with over 180 publications spanning more than two decades.

Professor Resciniti's research primarily focuses on contemporary marketing challenges, with particular expertise in brand activism, consumer behavior in cross-border contexts, and international business strategies. His recent work examines how brands engage in political and social issues, analyzing consumer perceptions of authenticity in activist branding. He has conducted significant research on cross-border acquisitions, investigating how psychic distance and corporate reputation affect consumer reactions to international mergers and acquisitions.

His publication record shows a clear evolution from early work on e-commerce internationalization and biotechnology industry analysis toward more recent, high-impact research on brand activism. The 2022-2024 period has been particularly productive, with multiple publications examining the nuances of authentic brand activism and consumer responses to politically engaged brands.

Professor Resciniti frequently collaborates with researchers including Antonella Cammarota, Vittoria Marino, and Michela Matarazzo, forming a productive research team that has generated numerous publications in marketing and business journals. His research methodology often combines quantitative experimental designs with qualitative text analysis, as evidenced by his Instagram comment analysis in recent brand activism studies.

His work on cross-border acquisitions represents a significant contribution to understanding consumer behavior in international business contexts, particularly regarding how consumers react to foreign ownership of domestic brands. This research has practical implications for companies engaging in international expansion through acquisition strategies.