Tornaghi, Claudia (A.A. 2024/2025) The complexity of brand activism: an experimental analysis of the effects of consistency and ideology on perceived authenticity. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 70. [Master's Degree Thesis]

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Abstract/Index

Literature review. The evolution and definition of brand activism. Progressive vs. Regressive brand activism. Consumer expectations and responses to brand activism. The role of consistency in brand activism. Theoretical perspectives on brand authenticity. Research gap. Overview of the study. Conceptual model and hypothesis. Design of the study. Research methodology. Pre-test. Main study: design, procedure and measurements. Discussion. Theoretical contributions and managerial implications. Limitations and suggestions for future research.

References

Bibliografia: pp. 61-65.

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:	Consumer behavior
Thesis Supervisor:	Lefkeli, Deniz
Thesis Co-Supervisor:	D'Aniello, Alba
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	11 Sep 2025 10:23
Last Modified:	11 Sep 2025 10:23
URI:	https://tesi.luiss.it/id/eprint/43137

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