Is brand political commitment a tool that reduces or enhances the prestige of a brand? The study of how the socio political perspective of a brand influences consumer attitude

Sica, Davide (A.A. 2020/2021) Is brand political commitment a tool that reduces or enhances the prestige of a brand? The study of how the socio political perspective of a brand influences consumer attitude. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 171. [Master's Degree Thesis]

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Abstract/Index

Context and relevance of phenomenon. What is a brand? Customer-based brand equity (CBBE). Iconic brands. Brand activism. Brand public, brand community and political commitment. Customer perceived ethicality of brands. Brand public. Brand political commitment. Research question. Methodology and analysis. An overview of the sport commitment in social causes. The Formula 1 case. Semiotic analysis. Lewis Hamilton as human brand. Digital and brand reputation analysis. Digital analysis and buzz marketing. Online word-of-mouth and brand reputation analysis. Discussion of results.

References

Bibliografia: pp. 147-153. Sitografia: pp. 154-156.

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: Romagnoli, Stella
Academic Year: 2020/2021
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 31 May 2022 10:04
Last Modified: 31 May 2022 10:04
URI: https://tesi.luiss.it/id/eprint/32554

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