Sneider, Lavinia (A.A. 2024/2025) Balancing paradox between innovation and tradition in luxury: strategic role of customer engagement: an experimental study. Tesi di Laurea in Fashion management, Luiss Guido Carli, relatore Carlo Fei, pp. 148. [Master's Degree Thesis]

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Abstract/Index

Luxury definition. Brand heritage. Brand innovation. Customer experience. Paradox between innovation and tradition. Tension between innovative materials and luxury codes. Cognitive dissonance and impacts on brand equity. Risk of denaturing brand identity. Customer engagement as moderator. Paradox mitigation strategies. Gradual approach. Communicating through storytelling. Communicating through experience. Pricing. Partnerships and certifications. Methodology. The key variables of the study. Research hypotheses. Questionnaire creation and delivery. Procedure and measures. Coding of responses. Construction of derived variables (composite KPIS). Data analysis scenario A. Scenario B data analysis. Multicollinearity scenario B.

References

Bibliografia: pp. 145-148.

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:	Fashion management
Thesis Supervisor:	Fei, Carlo
Thesis Co-Supervisor:	Festa, Alberto
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	26 Mar 2026 08:12
Last Modified:	26 Mar 2026 08:12
URI:	https://tesi.luiss.it/id/eprint/45256

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