Discovering the role played by the color of packaging in the communication policies of commercial vs luxury brands, in the cosmetics market
Ricco, Miriam (A.A. 2022/2023) Discovering the role played by the color of packaging in the communication policies of commercial vs luxury brands, in the cosmetics market. Tesi di Laurea in Brand management/topics in digital marketing, Luiss Guido Carli, relatore Antonella Buonomo, pp. 59. [Master's Degree Thesis]
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Abstract/Index
An overview of the cosmetics market. Identification gaps. Literature review and hypotheses development. Purchase intention, brand type, and packaging color. The effect of packaging color on brand type. The empirical research. Procedure and pretest. Main study. Measures.
References
Bibliografia: pp. 31-40. Sitografia: p. 41.
| 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: | Brand management/topics in digital marketing |
| Thesis Supervisor: | Buonomo, Antonella |
| Thesis Co-Supervisor: | Peverini, Paolo |
| Academic Year: | 2022/2023 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 25 Jan 2024 11:16 |
| Last Modified: | 25 Jan 2024 11:16 |
| URI: | https://tesi.luiss.it/id/eprint/37724 |
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