Stella, Ludovica (A.A. 2023/2024) The role of brand prominence on social media: an analysis of the impact of luxury logo prominence on instagram engagement. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 89. [Master's Degree Thesis]

PDF (Full text) Restricted to Registered users only Download (691kB) | Request a copy

Abstract/Index

The focal role of brands in the tapestry of self-expression and rebellion. The brand and the material-self. The creation of the social identity. Unravelling key self-beliefs and their strategic significance in branding. The role of aspirational brands in conspicuous consumption. Diverging perspectives through out-group dissimilarities. The significance of logo’s brand prominence: through loud signs and conspicuous consumption. Brand prominence: not just a brand’s mark on a product. Where consumer attitudes intertwine with the intricacy of brand prominence and the facets of appearance, shaping the narrative of individual lives. Logo prominence in the luxury industry. Intersection of branding with social media. Trends in logo prominence on social media. The role of trends. Exclusivity, mystique and unpredictability. Influencer marketing. Video marketing. Personalization, digitalization, niching down. Experiential marketing. AI in marketing. Sustainability, responsibility and quality over quantity. Analysing the impact of the prominence of a brand's logo in an Instagram post on engagement. Problem statement, research question. Research approach and data study design. Data process, data analysis and regression results.

References

Bibliografia: pp. 74-87.

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:	Product & brand management
Thesis Supervisor:	Cardamone, Ernesto
Thesis Co-Supervisor:	Lefkeli, Deniz
Academic Year:	2023/2024
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	08 Jan 2025 11:46
Last Modified:	08 Jan 2025 11:46
URI:	https://tesi.luiss.it/id/eprint/40791

Downloads

Repository Staff Only

View Item