Co-branding masstige within luxury brands: an empirical investigation based on grounded theory
Zancanella, Giorgia (A.A. 2023/2024) Co-branding masstige within luxury brands: an empirical investigation based on grounded theory. Tesi di Laurea in Gestione del prodotto e della marca, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 48. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. Positioning and recognition in the context of co-branding masstige. Methodology. Qualitative approach. Grouded theory. Sampling. Data analysis techniques. Analysis of results. The perception of exclusivity in co-branding masstige. Incongruity in terms of BI in masstige co-branding. The role of influencer in masstige co-branding. Luxury brand positioning in the context of masstige co-branding. Brand recognition in masstige co-branding.
References
Bibliografia: pp. 34-43.
| 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: | Cardamone, Ernesto |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 08 Jan 2025 15:50 |
| Last Modified: | 08 Jan 2025 15:50 |
| URI: | https://tesi.luiss.it/id/eprint/40817 |
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