Brand activism and generational perceptions: a comparison between activism forms and consumer responses
Alberti Corseri, Lavinia (A.A. 2024/2025) Brand activism and generational perceptions: a comparison between activism forms and consumer responses. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 56. [Master's Degree Thesis]
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Abstract/Index
Brand activism and generational perception. Introduction to brand activism. Evolution and current context. The generational dimension in brand activism. Exemplary business cases. The managerial problem and practical implications. Research methodology (in-depth summary). Literature review and research methodology. Brand activism: evolution of the concept and key distinctions. Authenticity and credibility in brand activism. Theoretical foundations of brand-consumer identification. The generational dimension in marketing and consumption. The role of leadership in brand activism. Conceptual model and research hypotheses. Research methodology. Research design. Data collection and sampling. Measures. Data analysis plan. Results. Discussion.
References
Bibliografia: pp. 52-56.
| 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: | Digital marketing |
| Thesis Supervisor: | De Angelis, Matteo |
| Thesis Co-Supervisor: | Lefkeli, Deniz |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 13 Feb 2026 11:25 |
| Last Modified: | 13 Feb 2026 11:25 |
| URI: | https://tesi.luiss.it/id/eprint/44811 |
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