Virtual experiential marketing in luxury: s study of effects on customer loyalty under a mediation effect model

Sun, Yumeng (A.A. 2021/2022) Virtual experiential marketing in luxury: s study of effects on customer loyalty under a mediation effect model. Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 81. [Master's Degree Thesis]

Full text for this thesis not available from the repository.

Abstract/Index

Literature review. Marketing in luxury. Virtual experiential marketing (VEM). Brand image (BI). Customer loyalty (CL). Conceptual framework and hypotheses. Conceptual framework. Hypotheses. Research methodology. Survey development. Measurement scale of variables. Sampling and data collection. Statistical analysis. Profile and virtual channel selection of respondents. Reliability and validity analysis. Correlation analysis. Linear regression analsysis. Mediation effect analysis of brand image (BI). Summary of hypotheses testing results. Result discussion, implications, and limitations.

References

Bibliografia e sitografia: pp. 48-53.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair: Luxury management
Thesis Supervisor: Festa, Alberto
Thesis Co-Supervisor: Nasta, Luigi
Academic Year: 2021/2022
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 16 Nov 2022 11:44
Last Modified: 16 Nov 2022 11:44
URI: https://tesi.luiss.it/id/eprint/33897

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