Pergolini, Elisa (A.A. 2022/2023) Can consumers forgive? A marketing semiotic analysis of brand cancel culture. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 103. [Master's Degree Thesis]

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Abstract/Index

Theoretical background. Brand communities. Brand activism. Brand washing. How to forgive and be forgiven. Brand cancel culture era. Cancel culture. Relevance of the topic. Research question. Methodology: marketing semiotics. Case-study: accusation of pedophilia in the luxury market. The brandscape. Competitive environment: luxury scandals and consumers’ reactions. Codes and cultural tensions. Results discussion. Repositioning a brand after a cancel culture episode. Theoretical and managerial contributions. Future research direction and limitations.

References

Bibliografia: pp. 100-103.

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:	Language in advertising
Thesis Supervisor:	Peverini, Paolo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2022/2023
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	19 Dec 2023 09:26
Last Modified:	19 Dec 2023 09:26
URI:	https://tesi.luiss.it/id/eprint/37343

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