Do different attract each other? The impact of a moderate mismatch between product and celebrity in celebrity endorsements on purchase intention
Vocca, Riccardo (A.A. 2023/2024) Do different attract each other? The impact of a moderate mismatch between product and celebrity in celebrity endorsements on purchase intention. Tesi di Laurea in Gestione del prodotto e della marca, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 27. [Master's Degree Thesis]
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Abstract/Index
Literature review. Celebrity-product mismatch in celebrity endorsements. Celebrity-product mismatch and purchase intention. Celebrity-product mismatch and attitude toward the advertising. Brand type. Ad format. Conceptual framework. Methodology. Results. Reliability and validity of the measures. Hypothesis testing.
References
Bibliografia: pp. 19-22.
| 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: | Gestione del prodotto e della marca |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | Costabile, Michele |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 19 Dec 2024 16:10 |
| Last Modified: | 19 Dec 2024 16:10 |
| URI: | https://tesi.luiss.it/id/eprint/40724 |
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