Ricigliano, Linda (A.A. 2024/2025) Blockchain in marketing: an experimental study on the role of perceived innovation and brand type in shaping consumer engagement. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 88. [Master's Degree Thesis]

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Abstract/Index

Blockchain: foundations, applications and implications for marketing. From origins to structure: evolution and principles of blockchain. Applications of blockchain to industrial sectors. Blockchain applications in marketing practices. Limitations and challenges of blockchain technology. Literature review and consumer decision-making framework. Theoretical foundations and contextual framework. The impact of blockchain-based traceability on consumers’ purchase intention. How blockchain influences perceived risk. The relationship between perceived risk and purchase intention. The strategic role of blockchain in the luxury sector. Empirical research. From literature to research model: a theoretical recap. Research model and hypotheses development. General discussion.

References

Bibliografia: pp. 73-81.

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:	De Angelis, Matteo
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	25 Mar 2026 14:07
Last Modified:	25 Mar 2026 14:07
URI:	https://tesi.luiss.it/id/eprint/45231

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