The dissertation aims to demonstrate how the consumer is influenced by the brand and by all the social phenomenons that surround him. After an introduction of branding and co-branding the thesis wants to analyze with a analytical model the phenomenon perceived by the consumers. It focuses on how much value the brand generates to the consumer’s mind, affecting him on his decisional behaviour.
The phenomenon of co branding - analyzing the social psychological effect on consumer buying behavior
Buro, Rossella
2018/2019
Abstract
The dissertation aims to demonstrate how the consumer is influenced by the brand and by all the social phenomenons that surround him. After an introduction of branding and co-branding the thesis wants to analyze with a analytical model the phenomenon perceived by the consumers. It focuses on how much value the brand generates to the consumer’s mind, affecting him on his decisional behaviour.File in questo prodotto:
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Utilizza questo identificativo per citare o creare un link a questo documento:
https://hdl.handle.net/20.500.14247/10828