Madeleine moments: when the past becomes a strategy for the future
Lavezzi, Alice Maria (A.A. 2024/2025) Madeleine moments: when the past becomes a strategy for the future. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 75. [Master's Degree Thesis]
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Abstract/Index
Literature review. Nostalgia element. Innovation element. Further elements. Companies bring us back in the 1990s & 2000s. Intangible nostalgia: “hanno ucciso l’uomo ragno-la leggendaria storia degli 883”- Sky original. Tangible nostalgia: 40th anniversary of Happy Meal & Collector’s Edition Cups-McDonald’s. Nostalgia failure: “child of the 90s” campaign-Microsoft. Main study. Overview of the study. Research question & model. Brand selection and justification for the independent variable. Survey design. Results. Participants and dataset preparation. Data and model analysis.
References
Bibliografia e sitografia: pp. 66-74.
| 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: | D'Aniello, Alba |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 Sep 2025 15:14 |
| Last Modified: | 25 Sep 2025 15:14 |
| URI: | https://tesi.luiss.it/id/eprint/43325 |
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