Branding through belonging: how culture and community influence authentic brand development
Selicato, Ludovica (A.A. 2024/2025) Branding through belonging: how culture and community influence authentic brand development. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 107. [Master's Degree Thesis]
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Abstract/Index
Understanding the phenomenon: community, culture and branding. Role of community in modern branding. Cultural identity as a branding asset. The power of Word of mouth (WOM) and social influence in brand growth. Market trends and consumer behavior. Theoretical foundation of community and cultural belonging. Theories of brand development and identity. Community-driven branding: engagement, membership and loyalty. Word of mouth and influencer marketing in brand growth. Social media as a catalyst for branding. Research contribution and theoretical positioning. Tevojodi: brand identity and strategic marketing planning. A story of belonging: the origins and values of tevojodi. Strategic marketing plan for brand launch. Theoretical implications and development potential. Research design and data analysis. Research objectives and theoretical constructs. Questionnaire structure. Data analysis and interpretation.
References
Bibliografia: pp. 102-106. Sitografia: p. 107.
| 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: | Digital marketing |
| Thesis Supervisor: | De Angelis, Matteo |
| Thesis Co-Supervisor: | Peverini, Paolo |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 21 Oct 2025 15:28 |
| Last Modified: | 21 Oct 2025 15:28 |
| URI: | https://tesi.luiss.it/id/eprint/43458 |
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