Contenti, Eleonora (A.A. 2022/2023) The power of partnership: evaluating the role of co-branding in Valentino’s expansion into the sneakers market. Tesi di Laurea in Managerial decision making, Luiss Guido Carli, relatore Luigi Marengo, pp. 95. [Master's Degree Thesis]

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Abstract/Index

The sneakers industry. From functional to fashionable products. Market overview. Consumer behaviour. The luxury “sneakerization”. Excess, quality, status: what is luxury? The new luxury it-bags: sneakers. A comprehensive overview of the industry. How are consumers approaching to luxury? Co-branding strategies. Definition and purposes. Types of co-branding. Risks to encounter: the spillover effect. Assessing co-branding potential for Valentino sneakers. Methodology. Valentino: brand history and heritage pills. Assessment tests. Discussion.

References

Bibliografia: pp. 84-95.

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:	Managerial decision making
Thesis Supervisor:	Marengo, Luigi
Thesis Co-Supervisor:	Vitali, Luca
Academic Year:	2022/2023
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	11 Jun 2024 07:36
Last Modified:	11 Jun 2024 07:36
URI:	https://tesi.luiss.it/id/eprint/38857

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