Marrone, Beatrice (A.A. 2020/2021) In green gamification we trust: the impact of green gamification in building brand trust: the roles of the perceived coherence and the reward type in the utility market. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 107. [Master's Degree Thesis]

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Abstract/Index

Relevance of the phenomenon investigated. Overview. The growing concern for sustainability. A new trend in the marketing field: gamification. Utility companies. Literature review. Consumers attitude towards sustainability. Corporate social responsibility. Green marketing as an answer to the clonsumers' environmental concern. The gamification strategy and its potential in the field of sustainability. Corporate brand trust. Empirical settings. Literature gap and research question. Hypothesis development and conceptual model. Case study: the Enel energia case. Enel's sustainability concern. The value of customers and their trust. Overview of the Enel's loyalty programs. Coupon analysis and results. Research methodology and results. Research design. Stimuli. Procedures and measures. Partecipants. Scale reliability. Hypothesis testing. Mediation and moderate mediation. Discussion. Research implications. Managerial implications. Limits and gaps for future research.

References

Bibliografia e sitografia: pp. 73-83.

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:	Web analytics e marketing
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Farace, Stefania
Academic Year:	2020/2021
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	03 May 2022 13:56
Last Modified:	03 May 2022 13:56
URI:	https://tesi.luiss.it/id/eprint/32167

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