From product customization to purchase: analyzing the impact of brand strength (emerging vs. established) and customization levels on consumer buying behavior
Bon, Michela (A.A. 2023/2024) From product customization to purchase: analyzing the impact of brand strength (emerging vs. established) and customization levels on consumer buying behavior. Tesi di Laurea in Marketing metrics, Luiss Guido Carli, relatore Michele Costabile, pp. 114. [Master's Degree Thesis]
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Abstract/Index
Understanding the phenomena. The social desire for product personalization, practical relevances. Personalization vs. Customization: key differences. The importance of focusing on online product customization. Insights from consumer and company perspectives. Literature review. Historical overview of customization. The consumer drive to customization. The effort of customization. Introduction of the direct correlation between “level of customization” and “willingness to buy”. Research field and introduction of the moderator "brand strength". Research question and hypothesis recap. Managing control variables and introducing sample. Methods and results. Survey structure and sample analysis. Testing the hypotheses and presentation of results for the overall sample. Testing the hypotheses and presentation of results for each cluster.
References
Bibliografia: pp. 95-114.
| 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: | Marketing metrics |
| Thesis Supervisor: | Costabile, Michele |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 07 May 2025 13:13 |
| Last Modified: | 07 May 2025 13:13 |
| URI: | https://tesi.luiss.it/id/eprint/42008 |
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