Offensive advertising of luxury brand in social media era: an empirical study on Dole & Gabbana's case on China
Cao, Runqing (A.A. 2018/2019) Offensive advertising of luxury brand in social media era: an empirical study on Dole & Gabbana's case on China. Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 73. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Framework of the thesis. Relevant theories and hypothesis development. The role of social media on consumers' reactions on offensive advertising. Research model. Research method. Questionaire destribution. Data analysis. Regression analysis. Conclusion and discussion.
References
Bibliografia: pp. 53-57.
| 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: | Luxury management |
| Thesis Supervisor: | Festa, Alberto |
| Thesis Co-Supervisor: | Fei, Carlo |
| Academic Year: | 2018/2019 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 28 Oct 2019 15:20 |
| Last Modified: | 28 Oct 2019 15:20 |
| URI: | https://tesi.luiss.it/id/eprint/24927 |
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