Co-creation of a distinctive identity: the role of the supporters in the Juventus F.C. rebranding

Santangelo, Fabiano (A.A. 2016/2017) Co-creation of a distinctive identity: the role of the supporters in the Juventus F.C. rebranding. Tesi di Laurea in International marketing, LUISS Guido Carli, relatore Valentina Pitardi, pp. 169. [Master's Degree Thesis]

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Abstract/Index

The rebranding. What is the corporate rebranding? Supporter-centred co-creation of value. Co-productive sports interactions. Juventus' rebranding: attempt to go beyond football. Don’t judge the rebranding by its cover.

References

Bibliografia: pp. 134-162. Sitografia: p. 163.

Thesis Type: Master's Degree Thesis
Institution: LUISS Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Management, english language (LM-77)
Chair: International marketing
Thesis Supervisor: Pitardi, Valentina
Thesis Co-Supervisor: Romani, Simona
Academic Year: 2016/2017
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 10 May 2018 15:18
Last Modified: 10 May 2018 15:18
URI: https://tesi.luiss.it/id/eprint/20864

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