Oustric, Carla (A.A. 2022/2023) The impact of brand heritage on the customer perceived value and purchasing decisions in the luxury market. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 63. [Master's Degree Thesis]

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Abstract/Index

Literature review. Definition of brand heritage: quotient heritage. The role of brand heritage in building brand equity. How companies manage brand heritage. Storytelling and online communication. Customer perceived value and brand heritage. Purchase intentions and brand heritage. Purchase decisions and brand heritage. Methodology. Results. Familiarity with Western heritage brands. Heritage brands and customer perceived value. Heritage brands and purchase decisions. Western heritage brands in the Chinese market: advantages, outlook, and strategies for success. Discussion.

References

Bibliografia: pp. 45-47.

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:	Pozharliev, Rumen Ivaylov
Thesis Co-Supervisor:	Mazzù, Marco Francesco
Academic Year:	2022/2023
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	20 Jun 2024 16:43
Last Modified:	20 Jun 2024 16:43
URI:	https://tesi.luiss.it/id/eprint/39015

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