Tuzi, Ivana (A.A. 2024/2025) Generative ai in design thinking: simulating symbolic personalization in the niche fragrance sector. Tesi di Laurea in Design thinking and innovation management, Luiss Guido Carli, relatore Paola Belingheri, pp. 139. [Master's Degree Thesis]

Full text for this thesis not available from the repository.

Abstract/Index

Literature review. Marketing evolution and personalization in the luxury sector. Human-centered lenses: design thinking and S-O-R in Luxury contexts. Scaling design thinking through generative AI. Research positioning. Market context and persona development. The luxury perfume sector and emerging niche dynamics. Strategic persona modeling: deriving archetypes from literature. Methodology and statistical framework. Overview and research design. Operationalizing design thinking with generative ai. Implementation in the AIroma application. Data analysis and evaluation criteria. Descriptive statistics of sample and key variables. Manipulation check: perceived personalization of option A vs. B. Mediation and moderated mediation (PROCESS models). Exploratory regressions and robustness checks.

References

Bibliografia: pp. 134-139.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77)
Chair:	Design thinking and innovation management
Thesis Supervisor:	Belingheri, Paola
Thesis Co-Supervisor:	Sillari, Giacomo
Academic Year:	2024/2025
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	28 May 2026 12:37
Last Modified:	28 May 2026 12:37
URI:	https://tesi.luiss.it/id/eprint/45963

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