Investigating the effectiveness of luxury brands’ communication through product placements on traditional and new media: the film industry’s evergreen role
Amato, Arianna (A.A. 2023/2024) Investigating the effectiveness of luxury brands’ communication through product placements on traditional and new media: the film industry’s evergreen role. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Stella Romagnoli, pp. 129. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Outline of the phenomenon: luxury brands’ communication impact. The luxury industry and its brands. The role of marketing and communication in the luxury industry. Communicating the brand identity: between traditional and new media. From the big screen to the bigger online landscape. Literature review and cases analysis. The world of BTL advertising.
References
Bibliografia: pp. 103-126.
| 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: | Integrated marketing communication |
| Thesis Supervisor: | Romagnoli, Stella |
| Thesis Co-Supervisor: | Peverini, Paolo |
| Academic Year: | 2023/2024 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 06 Jun 2025 14:41 |
| Last Modified: | 06 Jun 2025 14:41 |
| URI: | https://tesi.luiss.it/id/eprint/42341 |
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