The future of luxury packaging: how immersive systems can redefine the brand experience
Manolino, Emma (A.A. 2023/2024) The future of luxury packaging: how immersive systems can redefine the brand experience. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 79. [Master's Degree Thesis]
|
PDF (Full text)
Download (3MB) | Preview |
Abstract/Index
Literature review. The shifting consumer preferences of new luxury patrons. The luxury retailing paradigm: phygital experiences. The increasing importance of sensory marketing in the industry. The four dimensions of brand experience. Luxury retailing and immersive technologies. Packaging: the underdog of marketing touchpoints. The future of luxury marketing: immersive packaging. Hypothesis development. Methodology. Data collection. Statistical model. Results. Descriptive statistics. Linear regression. Discussion. Immersive packaging and sensory brand experience. Immersive packaging and intellectual brand experience. Immersive packaging and affective brand experience. Immersive packaging and behavioural brand experience.
References
Bibliografia: pp. 59-70.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Advanced marketing management |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | Homberg, Fabian Kurt Falk |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 05 Jun 2025 07:46 |
| Last Modified: | 05 Jun 2025 07:46 |
| URI: | https://tesi.luiss.it/id/eprint/42276 |
Downloads
Downloads per month over past year
Repository Staff Only
 |
View Item |
