Can cartoonized spokespersons impact people's engagement on sensitive topics? The role of cartoons in brand activism

Gala, Costanza (A.A. 2022/2023) Can cartoonized spokespersons impact people's engagement on sensitive topics? The role of cartoons in brand activism. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Stefania Farace, pp. 59. [Master's Degree Thesis]

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Abstract/Index

Literature review and hypothesis development. Type of spokesperson and consumer engagement. Cartoonization and playfulness. Playfulness and psychological comfort. Methodology. Data collection. Measures. Results.

References

Bibliografia: pp. 25-32.

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: Consumer behavior
Thesis Supervisor: Farace, Stefania
Thesis Co-Supervisor: Lefkeli, Deniz
Academic Year: 2022/2023
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 25 Jan 2024 16:03
Last Modified: 25 Jan 2024 16:03
URI: https://tesi.luiss.it/id/eprint/37753

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