Verga, Sofia (A.A. 2024/2025) When stories align: emotional storytelling, business value coherence and brand equity. Tesi di Laurea in Product & brand management, Luiss Guido Carli, relatore Ernesto Cardamone, pp. 107. [Master's Degree Thesis]

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Abstract/Index

Literature review and theoretical background. Brand storytelling: emotions, purpose, and value-based narratives. Perceived coherence and its impact on brand trust. Emotional involvement and narrative engagement in marketing. Brand equity: a construction made of emotion and meaning. The protective role of brand loyalty in moments of dissonance. Emotional storytelling vs core business: practical brand cases. Case 1–IKEA: “LAMP” (2002). Case 2–Patagonia: “don't buy this jacket” (2011). Case 3–WIND: "papà" and "una grande giornata" (2013). Case 4- Ichnusa: “if this is how it's going to end, don't drink me” (2022). Empirical study. Research question and theoretical assumption. Methodology. Measures. Results. General discussion.

References

Bibliografia: pp. 53-56.

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:	Product & brand management
Thesis Supervisor:	Cardamone, Ernesto
Thesis Co-Supervisor:	Serafini, Ludovica
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	26 Feb 2026 11:15
Last Modified:	26 Feb 2026 11:15
URI:	https://tesi.luiss.it/id/eprint/44977

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