Femvertising effectiveness: the role of atypicality for non-female product categories
Baracchino, Sofia (A.A. 2022/2023) Femvertising effectiveness: the role of atypicality for non-female product categories. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Antonella Buonomo, pp. 115. [Master's Degree Thesis]
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Abstract/Index
Conceptual background. Brand activism. Femvertising. Research gap and research question. Theoretical framework and hypotheses. Femvertising and product category. Atypicality. Attitudes toward the advertising. Attitudes toward the brand. Conceptual model. Empirical validation and studies. Pretest study. Main study.
References
Bibliografia: pp. 76-85.
| 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: | Product & brand management |
| Thesis Supervisor: | Buonomo, Antonella |
| Thesis Co-Supervisor: | Lefkeli, Deniz |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 12 Dec 2023 10:48 |
| Last Modified: | 12 Dec 2023 10:48 |
| URI: | https://tesi.luiss.it/id/eprint/37277 |
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