When RE-cycled becomes RE-viewed: the effect of green co-branding, perceived product value, perceived greenwashing on eWOM

Manfanetti, Irene (A.A. 2020/2021) When RE-cycled becomes RE-viewed: the effect of green co-branding, perceived product value, perceived greenwashing on eWOM. Tesi di Laurea in Marketing big data analysis, Luiss Guido Carli, relatore Alessio Maria Braccini, pp. 128. [Master's Degree Thesis]

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Abstract/Index

Literature review. Green co-branding. Perceived product value. Greenwash effect. Culture. Gender. Internet word-of-mouth (eWOM). Hypothesis development and conceptual framework. The role of co-branding. The role of perceived product value. The role of greenwash effect. The moderating role of culture. The moderating role of gender. Methodology. Data collection and sample. Measurement. Results. Discussion. “Adidas X Parley for the Oceans”. Data and text mining. Data dissemination techniques. Static vs dynamic websites. Bag-of-words approach. Sentiment analysis. Topic model. Methodology. Web sources characteristics.

References

Bibliografia: pp. 103-106.

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 big data analysis
Thesis Supervisor: Braccini, Alessio Maria
Thesis Co-Supervisor: Arima, Serena
Academic Year: 2020/2021
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 10 Dec 2021 16:30
Last Modified: 10 Dec 2021 16:30
URI: https://tesi.luiss.it/id/eprint/30916

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