Graziola, Filippo (A.A. 2024/2025) Sustainable brand activism: the role of the type of company offering (tangible vs. intangible products) in consumer perception and behaviour. Tesi di Laurea in Marketing plan & markstrat simulation, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 68. [Master's Degree Thesis]

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Abstract/Index

Background of the phenomenon. Theoretical and practical relevance. Literature review and research gaps. Research objectives and research question. Literature review. Sustainable brand activism. Tangible vs intangible products. Mental discrepancy. Brand credibility. Word of mouth. Conceptual model and hypotheses. Methodology. Research design. Choice of brands. Questionnaire and measures. Data collection. Data analysis techniques. Data analysis. Preliminary analysis. Manipulation check. Hypothesis testing. Direct and indirect effects. Discussion.

References

Bibliografia: pp. 56-59.

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:	Marketing plan & markstrat simulation
Thesis Supervisor:	Pozharliev, Rumen Ivaylov
Thesis Co-Supervisor:	Pichierri, Marco
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	03 Mar 2026 09:08
Last Modified:	03 Mar 2026 09:08
URI:	https://tesi.luiss.it/id/eprint/45031

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