Generoso Branca

Marketing

Fellow

Marketing Management

generoso.branca@unibocconi.it

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Latest publications

BRANCA G., CIACCI A., KATRIS D., RUBASHKINA Y. Il modello TCC: trasformare i dati in vantaggio competitivo Economia & Management, 2025, no. 1, pp.42-45

D'Arco M., BRANCA G., Marino V., Resciniti R. Influencer Activism: Insights for Effective Partnership With Brands and Organizations Psychology & Marketing, 2025, vol.42, no. 3, pp.741-766

CIACCI A., MANTOVANI A., BRANCA G. L’analisi del concetto di loyalty: relazione con il brand a quattro dimensioni Economia & Management, 2025, no. 1, pp.22-31

BRANCA G., CIACCI A. An Analysis of Previous Review on Loyalty: Conceptualizations, Measurements, and Implications in Customer Loyalty. Theory, Measurement, and ManagementCustomer Loyalty. Theory, Measurement, and Management S. Castaldo (Eds),Bocconi University Press - BUP, chap. 4, pp.59-72, 2024

CIACCI A., MANTOVANI A., BRANCA G. Conceptualizations, Dimensions, and Measurements of Loyalty: A Systematic Review in Customer Loyalty. Theory, Measurement, and Management S. Castaldo (Eds),Bocconi University Press - BUP, chap. 5, pp.73-104, 2024

ACCONCIAMESSA E., BUSACCA B., BRANCA G., CASTALDO S., CIACCI A., MANTOVANI A., PENCO L., TESTA G. Concluding Considerations and Managerial Implications in Customer Loyalty. Theory, Measurement, and Management S. Castaldo (Eds),Bocconi University Press - BUP, chap. 7, pp.151-162, 2024

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