Exploring the effectiveness of inclusive marketing communication in shaping brand attitudes toward global and local brands
Carraro, Giulia (A.A. 2024/2025) Exploring the effectiveness of inclusive marketing communication in shaping brand attitudes toward global and local brands. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 84. [Master's Degree Thesis]
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Abstract/Index
Theoretical framework and literature review. From CSR to inclusive marketing. Consumer response to inclusive marketing communication. Inclusive marketing communication and brand attitude. The moderating role of brand type: local vs. global. Perceived brand authenticity. Conceptual model and hypotheses. Methodology. Pre-test data collection and analysis. Participants. Design and procedure. Hypotheses results.
References
Bibliografia: pp. 40-50.
| 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: | D'Aniello, Alba |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 30 Mar 2026 12:57 |
| Last Modified: | 30 Mar 2026 12:57 |
| URI: | https://tesi.luiss.it/id/eprint/45314 |
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