The impact of fashion collaboration break-up on customer perception of product equity and brand equity: the case of Adidas-Yeezy and Kanye West
Savarese, Federica (A.A. 2022/2023) The impact of fashion collaboration break-up on customer perception of product equity and brand equity: the case of Adidas-Yeezy and Kanye West. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 89. [Master's Degree Thesis]
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Abstract/Index
Literature review. Building brand equity leveraging secondary associations. Types of collaborations. Motives for alliances in the fashion industry. Collaboratioins in fashion industry and sneakers market. Collaborations with celebrities. Fashion collaborations benefits and risks. Scarcity and limited edition. Retail and resell market. CBBE and fashion collaboratioin. Collaborations that went wrong. Crisis effects on brand equity. Methodology. Case study research. Research design. Prepare. Collect. Research insights. Perception before the breakup. Perception and opinion after the breakup. Opinion on new Adidas strategy. Impact on Adidas brand equity. Projective technique. Implication Limitations.
References
Bibliografia: pp. 70-75.
| 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: | Advanced marketing management |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | Paolone, Francesco |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 09 Jan 2024 10:04 |
| Last Modified: | 09 Jan 2024 10:04 |
| URI: | https://tesi.luiss.it/id/eprint/37407 |
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