Generoso Branca

Marketing

Fellow

Marketing Management

generoso.branca@unibocconi.it

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Pubblicazioni recenti

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 (a cura di), 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 (a cura di), 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 (a cura di), Bocconi University Press - BUP, chap. 7, pp.151-162, 2024

BRANCA G., CIACCI A., KATRIS D., RUBASHKINA Y. Loyalty Management and Measurement According to TCC: A Data-driven Approach in Customer Loyalty. Theory, Measurement, and Management S. Castaldo (a cura di), Bocconi University Press - BUP, chap. 8, pp.163-172, 2024

D'Arco M., BRANCA G., Marino V., Resciniti R. Influencer Activism: Insights for Effective Partnership With Brands and Organizations Psychology & Marketing, 2024

BRANCA G., GROSSO M., CASTALDO S. Value through diversity: A systematic literature review to understand diversity and inclusion in consumer research Psychology & Marketing, 2024, vol.41, no. 11, pp.2854-2873

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