The impact of national brand marketing mix elements on hard discounter market share and national brand market share at the hard discounter: the moderating role of brand risk reduction function
Mazzoni, Giulia (A.A. 2019/2020) The impact of national brand marketing mix elements on hard discounter market share and national brand market share at the hard discounter: the moderating role of brand risk reduction function. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 51. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review and conceptual framework. The moderating effect of brand risk reduction function. Data and method. Data preparation and variable operationalization. Results. Theoretical and managerial takeaways.
References
Bibliografia: pp. 30-33.
| 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: | Marketing metrics |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | Devetag, Maria Giovanna |
| Academic Year: | 2019/2020 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 15 Jan 2021 13:48 |
| Last Modified: | 15 Jan 2021 13:48 |
| URI: | https://tesi.luiss.it/id/eprint/28004 |
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