Generoso Branca

Marketing

Fellow

Marketing Management

generoso.branca@unibocconi.it

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Latest publications

BRANCA G., SHI Q., VALENTINI S. Il mercato alimentare italiano: comunicare la sostenibilità attraverso il packaging - Green Messaging in Italian Grocery: Communicating Sustainability Through Packaging Economia & Management, 2025, no. 3, pp.15-22

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

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Theory to Practice

How do we judge the authenticity of activist influencers?

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Measuring customer loyalty: Bridging the gap between theo...