Pope Francis as human brand: an application of Keller's CBBE model

Santaniello, Simona (A.A. 2019/2020) Pope Francis as human brand: an application of Keller's CBBE model. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 78. [Master's Degree Thesis]

Full text for this thesis not available from the repository.

Abstract/Index

Literature review. The brand. Human brand. Attachment theory. Antecedents of attachment. The brand equity. Brand building blocks-Keller. Pope Francis as human brand. Popoe Francis' style and language. Topics of interest of Pope Francis. Critics to Pope Francis. CBBE model applied to the human brand Pope Francis. Empirical analysis. Methodology. Survey measures.

References

Bibliografia: pp. 66-68.

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 communication & new media
Thesis Supervisor: Peverini, Paolo
Thesis Co-Supervisor: Giorgino, Francesco
Academic Year: 2019/2020
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 05 May 2021 10:17
Last Modified: 05 May 2021 10:17
URI: https://tesi.luiss.it/id/eprint/29347

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