Iannotta, Chiara (A.A. 2024/2025) Consumer trust green narratives: how sustainability storytelling shapes brand equity and the role of eco-labels? Mulino Bianco case. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 104. [Master's Degree Thesis]

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Abstract/Index

Background and context. Sustainability and business management. Sustainability and the food industry. Storytelling. The risks of storytelling. The case of Mulino Bianco. Literature review. Historical background: from traditional advertising to storytelling. Brand storytelling. Green marketing and brand equity. Consumer trust as a key mediator. The moderating role of eco-signalling: eco-labels vs. Sustainability tags. Identified gap and research question. Model and methodology. Conceptual model and hypothesis. Methodology

References

Bibliografia: pp. 65-73.

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 metrics
Thesis Supervisor:	Costabile, Michele
Thesis Co-Supervisor:	Giorgino, Francesco
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	25 Mar 2026 16:37
Last Modified:	25 Mar 2026 16:37
URI:	https://tesi.luiss.it/id/eprint/45249

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