The impact of Coronavirus in marketing: the role of Covid-19 in shaping consumerr's brand attitude and emotional response
Fioretti, Ludovica (A.A. 2020/2021) The impact of Coronavirus in marketing: the role of Covid-19 in shaping consumerr's brand attitude and emotional response. Tesi di Laurea in Neuromarketing, Luiss Guido Carli, relatore Rumen Ivaylov Pozharliev, pp. 60. [Master's Degree Thesis]
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Abstract/Index
Literature review. The novel Coronavirus and the increase of the level of anxiety. How to cope with the new disease: nostalgia emotion as a way out. The role of advertising framing in affecting consumer response. Consumer's evaluation of a brand: the brand attitude. Conceptual model. Model and hypotheses. Problem statement. Research questions. Research design and methodology. Experiment. Population and sample. Pre-test. Main test overview. Results and analysis. Preliminary data analysis and sample structure. Main analysis: checking moderated mediation through process macro model 7. Discussion.
References
Bibliografia: pp. 28-35.
| 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: | Neuromarketing |
| Thesis Supervisor: | Pozharliev, Rumen Ivaylov |
| Thesis Co-Supervisor: | Sillari, Giacomo |
| Academic Year: | 2020/2021 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 03 May 2022 10:04 |
| Last Modified: | 03 May 2022 10:04 |
| URI: | https://tesi.luiss.it/id/eprint/32157 |
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