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The Effect of Functional, Symbolic and Experiential Framings on Attitudes Towards Luxury Fashion Products: A Comparative Study

LANDI, VINCENZO
Master thesis
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URI
https://hdl.handle.net/11250/2688679
Date
2020
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  • Master of Science [963]
Abstract
The purpose of this research is to investigate how different value framings, namely

functional, symbolic and experiential ones, influence Italian customers’ attitudes

within the fashion luxury category.Moreover, the role of the personal trait of vanity

has been analyzed as moderator in the previous relationship.

Chapter 1 is an introductive one: several statistics about the Italian luxury

market and some definitions of the term “luxury” will be provided.

Chapter 2 contains the theoretical background together with the conceptual

model of the research. The relevant literature on which my work is based will be

presented; some evidence about the reasons behind the hypotheses will be discussed

too.

Chapter 3 explains how I have built the pre-test and the main test. All the

information about how I have selected the stimuli and the scales of measurement,

along with the research design and methods, is included.

Chapter 4 is focused on the analysis and the presentation of the results. The

statistic tools and methods I have used will be touched in detail.

Chapter 5 interprets the results and summarize them. Here, I have divided

the discussion in several areas of interest.

Chapter 6, instead, presents the implications of my research, both from a

theoretical and a strategic point of view.

Chapter 7 lists some limitations of my work and directions for the future

researches in the same sector.

Chapter 8, finally, contains a small paragraph where I have explained what

I wanted to achieve with my research.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
Publisher
Handelshøyskolen BI

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