Generoso Branca

Fellow
Knowledge groupMarketing
Research domainsMarketing Management
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Generoso Branca

Biography

Recent Publications

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  • 2026
    Influencer activism la nuova frontiera della credibilità
    D'ARCO, M., V. MARINO, R. RESCINITI, G. BRANCA, "Influencer activism la nuova frontiera della credibilità", Mark Up, January 2026, pp. 48-49
  • 2025
    Influencer Activism: Insights for Effective Partnership With Brands and Organizations
    D'ARCO, M., G. BRANCA, V. MARINO, R. RESCINITI, "Influencer Activism: Insights for Effective Partnership With Brands and Organizations", Psychology & Marketing, 2025, vol. 42, no. 3, pp. 741-766
  • 2025
    Measuring customer loyalty: Bridging the gap between theory and practice - Misurazione della customer loyalty: un ponte tra teoria e pratica
    BRANCA, G., "Measuring customer loyalty: Bridging the gap between theory and practice - Misurazione della customer loyalty: un ponte tra teoria e pratica", SDA Bocconi Insight, 20 January 2025
  • 2025
    L’analisi del concetto di loyalty: relazione con il brand a quattro dimensioni - Analyzing the concept of loyalty. A four-dimensional relationship with the brand
    CIACCI, A., A. MANTOVANI, G. BRANCA, "L’analisi del concetto di loyalty: relazione con il brand a quattro dimensioni - Analyzing the concept of loyalty. A four-dimensional relationship with the brand", Economia & Management, 2025, no. 1, pp. 22-31
  • 2025
    Il modello TCC: trasformare i dati in vantaggio competitivo - The TCC model. Turning data into competitive advantage
    BRANCA, G., A. CIACCI, D. KATRIS, Y. RUBASHKINA, "Il modello TCC: trasformare i dati in vantaggio competitivo - The TCC model. Turning data into competitive advantage", Economia & Management, 2025, no. 1, pp. 42-45
  • 2025
    Il mercato alimentare italiano: comunicare la sostenibilità attraverso il packaging - Green Messaging in Italian Grocery: Communicating Sustainability Through Packaging
    BRANCA, G., Q. SHI, S. VALENTINI, "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
  • 2025
    Fostering trust through diversity and inclusion to address contemporary challenges for brands
    BRANCA, G., M. GROSSO, E. ACCONCIAMESSA, M. BARTIROMO, S. CASTALDO, "Fostering trust through diversity and inclusion to address contemporary challenges for brands" in 13th FINT Conference 2025 - Trust Within and Between Organizations, June18-21, 2025, Genova, Italy
  • 2025
    Diversity and inclusion in retail: consumers’ perceptions and brand outcomes
    BRANCA, G., S. CASTALDO, M. GROSSO, "Diversity and inclusion in retail: consumers’ perceptions and brand outcomes" in 31st Recent Advances in Retailing and Consumer Sciences (RARCS) Conference, July 7-10, 2025, Zagreb, Croatia
  • 2025
    Touchpoint digitali per costruire la loyalty
    MANTOVANI, A., A. CIACCI, G. BRANCA, "Touchpoint digitali per costruire la loyalty" in Digital Loyalty: Integrare touchpoint digitali, big data e AI per accrescere la fiducia dei clienti., Sandro Castaldo (Ed.), Egea, chap. 3, pp. 31-50, 2025
  • 2025
    I fattori abilitanti della loyalty (enabler) nei contesti digitali
    MANTOVANI, A., A. CIACCI, G. BRANCA, "I fattori abilitanti della loyalty (enabler) nei contesti digitali" in Digital Loyalty: Integrare touchpoint digitali, big data e AI per accrescere la fiducia dei clienti., Sandro Castaldo (Ed.), Egea, chap. 4, pp. 51-65, 2025

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