Generoso Branca

ACCONCIAMESSA, E., G. BRANCA, S. CASTALDO, A. CIACCI, M. GROSSO, A. MANTOVANI, L. PENCO, A. PIRRO RUGGIERO, G. TESTA, "Conclusions and Managerial Implications" in Digital Loyalty: Leveraging Digital Touchpoints, Big Data, and AI to Boost Shopper Trust., S. Castaldo (Ed.), Bocconi University Press - BUP, chap. 9, pp. 149-162, 2026

BRANCA, G., A. CIACCI, D. KATRIS, A. EZAN, "Digital and Loyalty: New Campaigns for Current Shoppers and Retailers" in Digital Loyalty: Leveraging Digital Touchpoints, Big Data, and AI to Boost Shopper Trust., S. Castaldo (Ed.), Bocconi University Press - BUP, chap. 8, pp. 141-148, 2026

MANTOVANI, A., A. CIACCI, G. BRANCA, "Digital Touchpoints for Loyalty Building" in Digital Loyalty: Leveraging Digital Touchpoints, Big Data, and AI to Boost Shopper Trust., S. Castaldo (Ed.), Bocconi University Press - BUP, chap. 3, pp. 33-52, 2026

MANTOVANI, A., A. CIACCI, G. BRANCA, "The Enabling Factors of Loyalty in Digital Contexts" in Digital Loyalty: Leveraging Digital Touchpoints, Big Data, and AI to Boost Shopper Trust., S. Castaldo (Ed.), Bocconi University Press - BUP, chap. 4, pp. 53-66, 2026

BRANCA, G., M. D'ARCO, V. MARINO, R. RESCINITI, "Beyond Sustainability Narratives: Exploring Generation Z's Shopping Motivations in Vintage Fashion", Journal of Consumer Behaviour, 2025, vol. 24, no. 6, pp. 3082-3103

ACCONCIAMESSA, E., G. BRANCA, S. CASTALDO, A. CIACCI, M. GROSSO, A. MANTOVANI, L. PENCO, A. PIRRO RUGGIERO, G. TESTA, "Conclusioni e implicazioni manageriali" in Digital Loyalty: Integrare touchpoint digitali, big data e AI per accrescere la fiducia dei clienti., Sandro Castaldo (Ed.), Egea, chap. 9, pp. 155-.167, 2025