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.


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.


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


Downloads per month over past year

Repository Staff Only

View Item View Item