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

G. BRANCA, R. RESCINITI, "L’attivismo degli influencer è autentico? Un’analisi della risposta degli utenti sui social media" in Obiettivo trasparenza. L'influencer marketing tra regolamentazione e sensibilizzazione., Mainolfi, Giada; Nazzaro, Anna Carla; Vergara, Donata Tania; Lo Presti, Letizia (Eds.), UNINT University Press , pp. 89-103, 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., A. CIACCI, A. MANTOVANI, "The enabling factors of loyalty in the digital contexts" in Digital loyalty : leveraging digital touchpoints, big data, and AI to boost shopper trust., Castaldo, Sandro (Eds.), Bocconi University Press - BUP, pp. 53-67, 2026