Casagrande, Arianna (A.A. 2023/2024) Italian allure: the power of Italy in luxury advertising. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 96. [Master's Degree Thesis]

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Abstract/Index

The concept of luxury. Luxury definition and characteristics. Social and economic role. Luxury consumer behavior. The luxury marketing. The luxury sector in the digital era. The luxury advertisement. Made in Italy overview. The characteristics of made in Italy. The excellences of made in Italy. The perception of the Italian products abroad. Case studies: global success of iconic Italian brands. Brunello Cucinelli. Barilla. FLOS. Ferrari. Literature review. Independent variable. Consumer affinity. Dependent variables. The analysis.

References

Bibliografia: pp. 75-82. Sitografia: pp. 83-85.

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:	Marketing plan & markstrat simulation
Thesis Supervisor:	Pozharliev, Rumen Ivaylov
Thesis Co-Supervisor:	Mazzù, Marco Francesco
Academic Year:	2023/2024
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	19 Dec 2024 08:25
Last Modified:	19 Dec 2024 08:25
URI:	https://tesi.luiss.it/id/eprint/40687

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