Brand activism in the fashion and luxury industry: an empirical analysis of the relationship between brand activism and consumers’ willingness to buy
Speranza, Carlotta (A.A. 2023/2024) Brand activism in the fashion and luxury industry: an empirical analysis of the relationship between brand activism and consumers’ willingness to buy. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 109. [Master's Degree Thesis]
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Abstract/Index
Marketing in the fashion industry. Importance of marketing in the fashion industry. Kinds of marketing in the fashion industry. Sustainable marketing in the fashion and luxury industry. Successful fashion marketing campaigns: case analysis. Sustainability metrics and reporting. Brand activism. The prerequisites for the rise of brand activism. Key concepts and definitions. Different types of brand activism. The evil seven. The relevance of brand activism in the modern era: brand activism as a reputation amplifier. The importance of authentic activism. Gucci’s history and development. Gucci equilibrium: planet, people and chime for change. Experimental research. Methodological approach. Experimental results
References
Bibliografia: pp. 98-109.
| 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: | De Angelis, Matteo |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 03 Jun 2025 14:26 |
| Last Modified: | 03 Jun 2025 14:26 |
| URI: | https://tesi.luiss.it/id/eprint/42256 |
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