Virtual experiential marketing in luxury: s study of effects on customer loyalty under a mediation effect model
Sun, Yumeng (A.A. 2021/2022) Virtual experiential marketing in luxury: s study of effects on customer loyalty under a mediation effect model. Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 81. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Literature review. Marketing in luxury. Virtual experiential marketing (VEM). Brand image (BI). Customer loyalty (CL). Conceptual framework and hypotheses. Conceptual framework. Hypotheses. Research methodology. Survey development. Measurement scale of variables. Sampling and data collection. Statistical analysis. Profile and virtual channel selection of respondents. Reliability and validity analysis. Correlation analysis. Linear regression analsysis. Mediation effect analysis of brand image (BI). Summary of hypotheses testing results. Result discussion, implications, and limitations.
References
Bibliografia e sitografia: pp. 48-53.
| 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: | Luxury management |
| Thesis Supervisor: | Festa, Alberto |
| Thesis Co-Supervisor: | Nasta, Luigi |
| Academic Year: | 2021/2022 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 16 Nov 2022 11:44 |
| Last Modified: | 16 Nov 2022 11:44 |
| URI: | https://tesi.luiss.it/id/eprint/33897 |
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