The impact of Coronavirus in marketing: the role of Covid-19 in shaping consumerr's brand attitude and emotional response

Fioretti, Ludovica (A.A. 2020/2021) The impact of Coronavirus in marketing: the role of Covid-19 in shaping consumerr's brand attitude and emotional response. Tesi di Laurea in Neuromarketing, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 60. [Master's Degree Thesis]

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Abstract/Index

Literature review. The novel Coronavirus and the increase of the level of anxiety. How to cope with the new disease: nostalgia emotion as a way out. The role of advertising framing in affecting consumer response. Consumer's evaluation of a brand: the brand attitude. Conceptual model. Model and hypotheses. Problem statement. Research questions. Research design and methodology. Experiment. Population and sample. Pre-test. Main test overview. Results and analysis. Preliminary data analysis and sample structure. Main analysis: checking moderated mediation through process macro model 7. Discussion.

References

Bibliografia: pp. 28-35.

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: Sillari, Giacomo
Academic Year: 2020/2021
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 03 May 2022 10:04
Last Modified: 03 May 2022 10:04
URI: https://tesi.luiss.it/id/eprint/32157

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