Barchiesi, Andrea Filiberto (A.A. 2024/2025) Humanistic capitalism and brand equity in the luxury fashion industry: the case of Brunello Cucinelli. Tesi di Laurea in Fashion management, Luiss Guido Carli, relatore Carlo Fei, pp. 68. [Master's Degree Thesis]

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Abstract/Index

Literature review. Branding in fashion and luxury (emotional, identity-based, cultural branding). Made in Italy as a brand. Humanistic capitalism and ethical models. Methodology. Mixed-method approach: reasoning and development. Case, units of analysis and benchmark logic. Data sources and qualitative development, from ideas to observable “proofs”. Perceptual instrument, sampling and sentiment triangulation. Reading and integrating the evidence (without over-engineering). Justification, ethics, limitations and bridge to findings. Findings, business case. Brand positioning of Brunello Cucinelli. Customer perception and brand performance indicators. Integration and managerial implications. Discussion. Implications for luxury branding. Can the model scale beyond the niche?

References

Bibliografia: pp. 64-67.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Strategic Management (LM-77)
Chair:	Fashion management
Thesis Supervisor:	Fei, Carlo
Thesis Co-Supervisor:	Festa, Alberto
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	26 Mar 2026 07:56
Last Modified:	26 Mar 2026 07:56
URI:	https://tesi.luiss.it/id/eprint/45254

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