Brand heritage effects on consumers' attitudes
De Luca, Federico (A.A. 2019/2020) Brand heritage effects on consumers' attitudes. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Alberto Marcati, pp. 89. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. Main contribution of the research. Research method. Theoretical background. Brand equity. Positioning. Perceived brand strength and attitude towards the brand. Brand heritage. Definition of brand heritage. Temporal orientation of heritage. Outcomes of brand heritage and effects on consumer behavior. Hypotheses development. Methodology. Procedure. Survey measures. Data cleaning. Descriptive statistics. Data analysis. Results. Discussion.
References
Bibliografia: pp. 42-47.
| 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: | Product & brand management |
| Thesis Supervisor: | Marcati, Alberto |
| Thesis Co-Supervisor: | Donato, Carmela |
| Academic Year: | 2019/2020 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 14 Apr 2021 13:55 |
| Last Modified: | 14 Apr 2021 13:55 |
| URI: | https://tesi.luiss.it/id/eprint/29034 |
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