Navigating cultural influences: the role of marketing communication in promoting Norwegian seaweed in Italy
Statle, Mia Eline (A.A. 2024/2025) Navigating cultural influences: the role of marketing communication in promoting Norwegian seaweed in Italy. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Stella Romagnoli, pp. 91. [Master's Degree Thesis]
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Abstract/Index
Literature review. Cultural adaption in consumer behavior. Theory of planned behavior (Ajzen, 1991). Country-of-origin (COO) effect. Sustainability and health in food marketing. The marketing mix and novel food products. Food neophobia within Italy’s population. Introduction to the phenomenon. Relevance of the phenomenon. Empirical and contextual foundations, consumer segments and market data. Theoretical anchoring. The role of Asian cuisine as a moderator. Strategic implications for marketing communication. Methodology. Research design. Quantitative component. Qualitative component. Triangulation of methods. Results.
References
Bibliografia: pp. 54-57.
| 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: | Integrated marketing communication |
| Thesis Supervisor: | Romagnoli, Stella |
| Thesis Co-Supervisor: | Peverini, Paolo |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 06 Nov 2025 09:27 |
| Last Modified: | 06 Nov 2025 09:27 |
| URI: | https://tesi.luiss.it/id/eprint/43662 |
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