A mental connection, the absurd case of the Corona beer

Lo Bello, Alice (A.A. 2019/2020) A mental connection, the absurd case of the Corona beer. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Carmela Donato, pp. 28. [Bachelor's Degree Thesis]

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A mental connection between brand and concept. The history of the Corona beer. The history of the Coronavirus. What happened to the Corona beer in Italy? How is it possible that the mere assonance of the name has had such an effect on the turnover of a brand?


Bibliografia: pp. 26-28.

Thesis Type: Bachelor's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33)
Chair: Marketing
Thesis Supervisor: Donato, Carmela
Academic Year: 2019/2020
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 07 May 2021 10:34
Last Modified: 07 May 2021 10:38
URI: https://tesi.luiss.it/id/eprint/29411


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