The impact of brand storytelling strategies on brand authenticity and consumer trust
Pettersen, Linda Hubert (A.A. 2023/2024) The impact of brand storytelling strategies on brand authenticity and consumer trust. Tesi di Laurea in Customer value analytics, Luiss Guido Carli, relatore Michele Costabile, pp. 62. [Master's Degree Thesis]
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Abstract/Index
Managerial relevance. Phenomenon: brand storytelling. Statistical data on brand storytelling. Examples of brand storytelling. Storytelling in the jewelry industry. Pandora case study. Brand storytelling trends. Repercussions of improper brand storytelling. Importance for companies & consumers. Importance for other stakeholders. Theoretical background. Brand storytelling. The role of digital platforms in storytelling. Brand authenticity and consumer trust. Identified gaps. Research question & contribution. Hypotheses & conceptual model. Methodology. Research design. Results. Discussion.
References
Bibliografia: pp. 36-45.
| 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: | Customer value analytics |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 09 Jan 2025 13:29 |
| Last Modified: | 09 Jan 2025 13:29 |
| URI: | https://tesi.luiss.it/id/eprint/40859 |
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