De Rosa, Alessandro (A.A. 2022/2023) Green demarketing: come la tipologia di advertising può influenzare l’attitude e favorire un word of mouth positivo. Tesi di Laurea in Neuromarketing, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 43. [Master's Degree Thesis]

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Abstract/Index

Corporate social responsibility. Green marketing. Greenwashing. Demarketing: generale, selettivo, apparente. Green demarketing. Brand attitude. Word of mouth, green word of mouth ed e-word of mouth. Background teorico. Revisione della letteratura. Framework concettuale. Modello concettuale. Ricerca sperimentale e analisi dei dati. Approccio metodologico. Risultati dell’esperimento.

References

Bibliografia e sitografia: pp. 25-33.

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:	Neuromarketing
Thesis Supervisor:	Pozharliev, Rumen Ivaylov
Thesis Co-Supervisor:	De Angelis, Matteo
Academic Year:	2022/2023
Session:	Extraordinary
Deposited by:	Alessandro Perfetti
Date Deposited:	08 Jul 2024 10:16
Last Modified:	08 Jul 2024 10:27
URI:	https://tesi.luiss.it/id/eprint/39186

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