Standardi, Lorenzo (A.A. 2024/2025) Rebuilding corporate brand identity in the digital age: a multi-stakeholder perspective pn ethical communication and greenwashing. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 40. [Master's Degree Thesis]

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Abstract/Index

Background and context. Research gap, question and hypothesis. Theoretical and practical implications. Literature review. Corporate brand identity: definitions and theoretical approaches. Historical evolution: traditional vs. digital branding. The impact of digitization on brand management. Digital threats to brand identity. Methodology. Research design and conceptual model. Variables, operationalization and experimental stimuli. Sampling strategy and data collection. Data analysis technique. Results. Reliability analysis. Descriptive statistics. Exploratory factor analysis and regression analysis. T-tests and scenario comparisons. Discussion.

References

Bibliografia: pp. 38-40.

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:	Advanced marketing management
Thesis Supervisor:	Mazzù, Marco Francesco
Thesis Co-Supervisor:	De Angelis, Matteo
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	13 Feb 2026 14:39
Last Modified:	13 Feb 2026 14:39
URI:	https://tesi.luiss.it/id/eprint/44822

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