The impact of national brand marketing mix elements on hard discounter market share and national brand market share at the hard discounter: the moderating role of brand risk reduction function

Mazzoni, Giulia (A.A. 2019/2020) The impact of national brand marketing mix elements on hard discounter market share and national brand market share at the hard discounter: the moderating role of brand risk reduction function. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 51. [Master's Degree Thesis]

Full text for this thesis not available from the repository.

Abstract/Index

Literature review and conceptual framework. The moderating effect of brand risk reduction function. Data and method. Data preparation and variable operationalization. Results. Theoretical and managerial takeaways.

References

Bibliografia: pp. 30-33.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair: Marketing metrics
Thesis Supervisor: Costabile, Michele
Thesis Co-Supervisor: Devetag, Maria Giovanna
Academic Year: 2019/2020
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 15 Jan 2021 13:48
Last Modified: 15 Jan 2021 13:48
URI: https://tesi.luiss.it/id/eprint/28004

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