When RE-cycled becomes RE-viewed: the effect of green co-branding, perceived product value, perceived greenwashing on eWOM
Manfanetti, Irene (A.A. 2020/2021) When RE-cycled becomes RE-viewed: the effect of green co-branding, perceived product value, perceived greenwashing on eWOM. Tesi di Laurea in Marketing big data analysis, Luiss Guido Carli, relatore Alessio Maria Braccini, pp. 128. [Master's Degree Thesis]
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Abstract/Index
Literature review. Green co-branding. Perceived product value. Greenwash effect. Culture. Gender. Internet word-of-mouth (eWOM). Hypothesis development and conceptual framework. The role of co-branding. The role of perceived product value. The role of greenwash effect. The moderating role of culture. The moderating role of gender. Methodology. Data collection and sample. Measurement. Results. Discussion. “Adidas X Parley for the Oceans”. Data and text mining. Data dissemination techniques. Static vs dynamic websites. Bag-of-words approach. Sentiment analysis. Topic model. Methodology. Web sources characteristics.
References
Bibliografia: pp. 103-106.
| 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 big data analysis |
| Thesis Supervisor: | Braccini, Alessio Maria |
| Thesis Co-Supervisor: | Arima, Serena |
| Academic Year: | 2020/2021 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 10 Dec 2021 16:30 |
| Last Modified: | 10 Dec 2021 16:30 |
| URI: | https://tesi.luiss.it/id/eprint/30916 |
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