The differential impact of gendered and gender-neutral communication on brand equity: a study on children apparel industry
Coggiola, Matteo (A.A. 2019/2020) The differential impact of gendered and gender-neutral communication on brand equity: a study on children apparel industry. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 101. [Master's Degree Thesis]
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Abstract/Index
Preview and research questions. What is gender? Gender and fashion. Gender and communication. The evolution of brand role and a new generation of consumers. Literature review. Brand equity. Advertising. Research. Research framework. Research design. Data analysis and discussion. Summary of results. Data anlysis. Discussion.
References
Bibliografia: pp. 76-86. Sitografia: pp. 87-89.
| 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: | Advanced marketing management |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | Donato, Carmela |
| Academic Year: | 2019/2020 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 14 Apr 2021 12:19 |
| Last Modified: | 14 Apr 2021 12:19 |
| URI: | https://tesi.luiss.it/id/eprint/29025 |
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