Pope Francis as human brand: an application of Keller's CBBE model
Santaniello, Simona (A.A. 2019/2020) Pope Francis as human brand: an application of Keller's CBBE model. Tesi di Laurea in Marketing communication & new media, Luiss Guido Carli, relatore Paolo Peverini, pp. 78. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. The brand. Human brand. Attachment theory. Antecedents of attachment. The brand equity. Brand building blocks-Keller. Pope Francis as human brand. Popoe Francis' style and language. Topics of interest of Pope Francis. Critics to Pope Francis. CBBE model applied to the human brand Pope Francis. Empirical analysis. Methodology. Survey measures.
References
Bibliografia: pp. 66-68.
| 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 communication & new media |
| Thesis Supervisor: | Peverini, Paolo |
| Thesis Co-Supervisor: | Giorgino, Francesco |
| Academic Year: | 2019/2020 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 05 May 2021 10:17 |
| Last Modified: | 05 May 2021 10:17 |
| URI: | https://tesi.luiss.it/id/eprint/29347 |
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