The impact of artificial intelligence on the relationship between consumers and luxury brands
Gattuso, Emanuela (A.A. 2020/2021) The impact of artificial intelligence on the relationship between consumers and luxury brands. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 117. [Master's Degree Thesis]
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Abstract/Index
Luxury brand communication before Covid-19. Luxury and its customers. Different strategies of luxury marketing. The impact of Covid-19 on luxury brand communication. Impact of Covid-19. Introduction to brand reaction analysis. First reaction-an altruistic and solidarity-based approach. Second reaction-a strategic marketing approach. Third reaction-revolutionary business approach. Luxury marketing (r)evolution. The influence of AI in the perception of luxury brands by luxury consumers. The reasons behind the research question. Case study-Gucci. Semiotic analysis. Content analysis.
References
Bibliografia: pp. 87-88. Sitografia: pp. 89-91.
| 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 communication & new media |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Tedeschi, Piermario |
| Academic Year: | 2020/2021 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 May 2022 14:38 |
| Last Modified: | 25 May 2022 14:38 |
| URI: | https://tesi.luiss.it/id/eprint/32492 |
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