Pellico, Valentina (A.A. 2024/2025) Silent logos in luxury branding: the role of brand authenticity and brand familiarity in shaping purchase intentions. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 71. [Master's Degree Thesis]

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Abstract/Index

Literature review. Brand logos and their role in the luxury sector. Brand authenticity and its relationship with logos. Brand familiarity and its impact on the effect of logos on purchase intention. Conceptual framework. Hypotheses development. Methodology. Research design overview. Pre-test. Participants and sampling. Experimental stimuli and procedures. Measures. Results. One-way ANOVA: The main effect of logo type on consumer purchase intention. One-way ANOVA: the effect of logo type on perceived brand authenticity. Mediation analysis with SPSS process model 4 by Hayes (2022). Moderated mediation analysis with SPSS Process model 7 by Hayes (2022).

References

Bibliografia: pp. 37-41.

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:	Consumer behavior
Thesis Supervisor:	Lefkeli, Deniz
Thesis Co-Supervisor:	De Angelis, Matteo
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	30 Mar 2026 10:48
Last Modified:	30 Mar 2026 10:48
URI:	https://tesi.luiss.it/id/eprint/45313

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