Brand activism in the context of the much-debated 2022 world cup in Qatar: a study on the participating brands' campaigns and the consequent reactions of online users
Paglialunga, Giorgia (A.A. 2022/2023) Brand activism in the context of the much-debated 2022 world cup in Qatar: a study on the participating brands' campaigns and the consequent reactions of online users. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Paolo Peverini, pp. 91. [Master's Degree Thesis]
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Abstract/Index
Brand activism: origin and evolution. Brand activism in the context of 2022 world cup in Qatar. How to exploit mega events. The much-debated world cup 2022 in Qatar and the role of FIFA. The dilemma: boycott or not boycott Qatar? Worldwide reaction. The study. Methodology. Semiotic analysis of “the great swap” spot. Qualitative analysis through NVivo.
References
Bibliografia: pp. 73-75. Sitografia: pp. 76-78.
Thesis Type: | Master's Degree Thesis |
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Institution: | Luiss Guido Carli |
Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
Chair: | Integrated marketing communication |
Thesis Supervisor: | Peverini, Paolo |
Thesis Co-Supervisor: | Romagnoli, Stella |
Academic Year: | 2022/2023 |
Session: | Summer |
Deposited by: | Alessandro Perfetti |
Date Deposited: | 16 Jan 2024 16:51 |
Last Modified: | 16 Jan 2024 16:51 |
URI: | https://tesi.luiss.it/id/eprint/37604 |
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