Gaveglia, Lorenza (A.A. 2022/2023) Cartoonization dilemma: the effect of cartoonized celebrity endorsers on engagement. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Stefania Farace, pp. 74. [Master's Degree Thesis]

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Abstract/Index

Phenomenon and managerial relevance. Managerial relevance and problem(s). Previous research and research GAPS. Approach to study the research GAP. Methodological approach (quantitative study). Literature review and hypotheses development. Cartoonization phenomenon. Cartoonized celebrity endorsers and consumers engagement. The mediating effect of perceived playfulness. The mediating effect of psychological comfort. Psychological comfort and engagement. Methodology.

References

Bibliografia: pp. 26-31.

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 16:13
Last Modified:	25 Jan 2024 16:13
URI:	https://tesi.luiss.it/id/eprint/37755

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