Mezzaroma, Martina (A.A. 2024/2025) How emotions drive brand activism success: the role of self-conscious emotions. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 58. [Master's Degree Thesis]

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Abstract/Index

Literature review. The evolution of a concept: from CSR to brand activism. Different forms of brand activism. Consumer perspective on brand activism. The emotional nature of brand activism. Moral emotions in consumer responses to brand activism. Self-conscious emotions: a neglected dimension in brand activism research. Overview of the study. Conceptual model. Emotional framing and brand attitude (H1). The mediating role of consumer-brand identification (H2). Methodology. Pre-test data collection and analysis. Participants. Design and procedure. Discussion. Theoretical contributions and managerial implications.

References

Bibliografia: pp. 32-36.

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:	Pozharliev, Rumen Ivaylov
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	06 Nov 2025 08:47
Last Modified:	06 Nov 2025 08:47
URI:	https://tesi.luiss.it/id/eprint/43656

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