Discovering the role played by the color of packaging in the communication policies of commercial vs luxury brands, in the cosmetics market

Ricco, Miriam (A.A. 2022/2023) Discovering the role played by the color of packaging in the communication policies of commercial vs luxury brands, in the cosmetics market. Tesi di Laurea in Brand management/topics in digital marketing, Luiss Guido Carli, relatore Antonella Buonomo, pp. 59. [Master's Degree Thesis]

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Abstract/Index

An overview of the cosmetics market. Identification gaps. Literature review and hypotheses development. Purchase intention, brand type, and packaging color. The effect of packaging color on brand type. The empirical research. Procedure and pretest. Main study. Measures.

References

Bibliografia: pp. 31-40. Sitografia: p. 41.

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: Brand management/topics in digital marketing
Thesis Supervisor: Buonomo, Antonella
Thesis Co-Supervisor: Peverini, Paolo
Academic Year: 2022/2023
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 25 Jan 2024 11:16
Last Modified: 25 Jan 2024 11:16
URI: https://tesi.luiss.it/id/eprint/37724

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