Sorce, Giorgia (A.A. 2024/2025) The role of brand extension in rebuilding parent brand image and shaping consumer perceptions: an analysis of consumer attitudes and performance metrics in times of brand crisis. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Giorgia Costabile, pp. 73. [Master's Degree Thesis]

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Abstract/Index

Branding: the revolution of human expression. The brand as a multidimensional construct: from identification to strategic value. Brand equity: theoretical and managerial implications. Brand portfolio management. Brand extension. Strategic brand extension for reputational recovery. Brand crisis management: definition and typologies. Strategic responses responsed to brand crisis. The correlation between “succesful brand extension” and “rehabilitation of parent brand image”. Conceptual framework. Analysis and results.

References

Bibliografia: pp. 70-73.

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, Giorgia
Thesis Co-Supervisor:	De Mauro, Andrea
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	26 Mar 2026 07:35
Last Modified:	26 Mar 2026 07:35
URI:	https://tesi.luiss.it/id/eprint/45252

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