Better, Mamba Forever: an empirical analysis of empathy and attention mediating effects on Nike celebrity endorsement effectiveness
Montuori, Beatrice (A.A. 2020/2021) Better, Mamba Forever: an empirical analysis of empathy and attention mediating effects on Nike celebrity endorsement effectiveness. Tesi di Laurea in Neuromarketing, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 87. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Background. Literature review. Mirror neurons and empathy. The strategy of celebrity endorsement. Nike’s marketing strategy: athlete endorsement. Just Be Better, just Do It: Kobe Bryant Nike endorsement. Theoretical framework. Celebrity endorsement’ impact on empathy. Empathy’s impact on attention. Attention’s impact on arousal. Method. Participants. Stimuli. Procedure. Data analysis. Results. Factor analysis. Reliability analysis. Univariate analysis of variance. Mediation analysis (model 6, Hayes’ PROCESS macro). General discussions. Theoretical contributions. Limitations and future research.
References
Bibliografia: pp. 54-62.
| 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: | Neuromarketing |
| Thesis Supervisor: | Pozharliev, Rumen Ivaylov |
| Thesis Co-Supervisor: | Mazzù, Marco Francesco |
| Academic Year: | 2020/2021 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 11 Jan 2022 11:56 |
| Last Modified: | 11 Jan 2022 11:56 |
| URI: | https://tesi.luiss.it/id/eprint/31081 |
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