Social media marketing failures and their impact on luxury brand image and consumer attitudes
Zilakova, Veronika (A.A. 2023/2024) Social media marketing failures and their impact on luxury brand image and consumer attitudes. Tesi di Laurea in Research methodology-marketing, Luiss Guido Carli, relatore Marco Pichierri, pp. 79. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Theoretical background. Brand definition. Importance of luxury brand. Social media definition. Marketing failure. Crisis management. Dolce and Gabbana. Dolce & Gabbana identity. Dolce & Gabbana values. Dolce & Gabbana strategies. Dolce & Gabbana social media epic fail. Dolce & Gabbana attempts in defense. Hypothesis development. Methodology and results.
References
Bibliografia: pp. 66-72.
| 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: | Research methodology-marketing |
| Thesis Supervisor: | Pichierri, Marco |
| Thesis Co-Supervisor: | Donato, Carmela |
| Academic Year: | 2023/2024 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 30 Jan 2025 13:16 |
| Last Modified: | 30 Jan 2025 13:16 |
| URI: | https://tesi.luiss.it/id/eprint/41147 |
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