Browsing by Author "Vescovi, Tiziano"

Analysis of H&M’s consumer's perceptions of the company's sustainability marketing strategy and actions

Bocchi, Chiara <1998> (Università Ca' Foscari Venezia, 2023-06-07)

Il paper si propone di analizzare la strategia di marketing sostenibile dell'azienda di moda H&M, con l'obiettivo non solo di offrire una visione a 360° delle azioni messe in atto dalla compagnia in termini di sostenibilità, ...

Analysis of the Organic Food Market in China After the Covid-19 Pandemic, Opportunities and Threats for Italian Companies

Capriotti, Miriana <1997> (Università Ca' Foscari Venezia, 2022-10-28)

Since the occurrence of several food safety incidents, Chinese consumers have been extremely careful about the food they purchase, creating a new health-food trend that is particularly emerging as the income of the young ...

Applying marketing activities to strengthen brand equity within SMEs: Case studies on Italian and Spanish Language Schools.

Korobtcova, Iuliia <1990> (Università Ca' Foscari Venezia, 2020-03-03)

The reason for this research is to present marketing activities within Small and Medium sized Enterprises (SMEs) in the area of branding. There are two types of problems which are supposed to be analysed in this thesis: ...

Art & Business as an emotional marketing partnership. When brands meet culture: Rigoni di Asiago case study

Busatto, Giulia <1992> (Università Ca' Foscari Venezia, 2016-10-27)

Brands have been used for centuries to differentiate products or services. However, strong brands no longer differentiate on product characteristics, such as price and quality, alone. Organizations are structured for the ...

Aspetti cross-culturali dell'arredamento: il caso Armani Casa in Giappone.

Tocci, Federica <1994> (Università Ca' Foscari Venezia, 2020-07-28)

Questa tesi si pone l'obiettivo di analizzare gli aspetti cross-culturali del settore dell'arredamento in Giappone che presenta caratteristiche molto complesse e per questo rappresenta ancora un ostacolo per gli esportatori ...

ASSESSING THE IMPACT OF CELEBRITY ENDORSEMENT ON SALES OF PRODUCTS: A COMPARATIVE STUDY OF GHANA AND ITALY.

Appiah Kusi, Benlee <1990> (Università Ca' Foscari Venezia, 2022-10-28)

Advertisement has been the driving force for businesses to thrive and endorsement happens to be a major form of advertisement that companies depend on for increase in sales. Celebrity endorsement has been studied by many ...

BACK TO THE FUTURE: THE FASHION LUXURY RESALE MARKET. A CROSS-CULTURAL ANALYSIS ABOUT AMERICAN AND ITALIAN CONSUMERS' PURCHASING DRIVERS.

Berlin, Carlotta <1998> (Università Ca' Foscari Venezia, 2022-10-28)

This paper aims at analyzing, throughout an Italian and American cross-cultural study, one of the phenomena which is booming in the fashion luxury sector: the resale market. The former part of the dissertation is dedicated ...

Branding across cultures: How Chinese mobile enterprises build brands successfully in Western European market

Zhang, Wenting <1990> (Università Ca' Foscari Venezia, 2017-07-14)

The aim of this study is to investigate the proper way of building Chinese brands in Western European market. The research will center on the question how Chinese mobile enterprises develop brand strategies to overcome ...

Brand Positioning and Repositioning Strategy: "Repositioning Geox in the Chinese Market"

Cuzzocrea, Alberto <1993> (Università Ca' Foscari Venezia, 2020-07-28)

Following research aims to explore two fundamental issues within the brand management field: The Brand Positioning and Repositioning strategy. Through a careful analysis of contemporary literature, the study is making it ...

Brand positioning and Web communication: Nestlé Buona la Vita Case study

Isola, Giulia <1993> (Università Ca' Foscari Venezia, 2017-11-02)

In un mercato sempre più competitivo, è fondamentale per le aziende posizionarsi in modo da sopravvivere ed essere efficienti in termini di profitti e di brand values. Il posizionamento di brand è la strategia di marketing ...

Brands towards a lifestyle: Liu Jo and Replay case.

Biz, Elisa <1993> (Università Ca' Foscari Venezia, 2018-11-09)

This research aims at defining the new walked and experienced patterns that fashion industry is going through, questioning the new borders for a fashion label. The attention shifts towards a lifestyle brand creation through ...

Business Strategies and Cultural Implications for Australian companies entering the Japanese Market: A qualitative study on the wine sector.

Ferrier, Emily Jane <1990> (Università Ca' Foscari Venezia, 2017-03-22)

In order to achieve international success, firms must choose wisely from a range of different foreign market entry strategies. This paper will suggest that a viable foreign market entry mode for Australian wine companies ...

Buying Beyond Appearance: the Digital Power in the Skin Care Industry

Lunari, Giulia <1998> (Università Ca' Foscari Venezia, 2023-03-13)

The beauty & personal care industry, including skin care, colour cosmetics, hair care and fragrances has shown substantial growth during the last decades reaching a global size of approximately $500bn in sales annually ...

Can China become a major chocolate market? An empirical analysis on chocolate consumption and perception of Italian Venchi brand for Chinese consumers

Grossi, Marianna <1993> (Università Ca' Foscari Venezia, 2018-03-13)

L’elaborato finale è suddiviso in cinque capitoli: il primo capitolo si concentra sulla percezione e ruolo del cioccolato importato e locale sul mercato cinese. Il secondo capitolo presenta i cinque maggiori brand ...

CAPTURING THE NEXT FASHION OPPORTUNITY IN CHINA: ANALYSIS OF THE HIGH-END FASHION MARKET IN SECOND-TIER CITIES. THE CASE OF PLISSE’ SPA

Montesanto, Ludovica <1991> (Università Ca' Foscari Venezia, 2015-10-27)

Second-tier cities have been described by many as the next growth opportunities in China. Since the beginning of 2000, these cities have started a significant development path that have led many to achieve impressive growth ...

China’s Import Market - The Cross-border E-Commerce and The“Grey buyer”

Yang, Junling <1992> (Università Ca' Foscari Venezia, 2018-03-13)

With the development of the Internet and the globalization of economy, at the same time, In china people's income growth and the consumers' purchasing power is growing, they have a higher demand for high quality life, thus ...

China: The Luxury Fashion Industry in the Covid-19 Era

Targon, Giulia <1998> (Università Ca' Foscari Venezia, 2022-07-18)

The purpose of this thesis is to analyze how the luxury fashion industry is coping with the pandemic in the Chinese market, the main changes that have taken place and the future prospects. It is undeniable that the pandemic ...

Chinese consumer’s perception and purchase intention: a case study in the confectionery industry

Bettati, Federica <1994> (Università Ca' Foscari Venezia, 2019-10-23)

China has not only become one of the world’s major trading nations with surging exports, but it has also become one of the most sought after emerging markets in the world for a variety of consumer as well as industrial ...

Chinese investments in Italy: corporate strategies and cross-cultural dynamics

Fabbri, Theora <1995> (Università Ca' Foscari Venezia, 2019-07-12)

For decades, China has been one of the most popular recipients of Outbound Foreign Direct Investments (OFDI) and this contributed to foster its impressive and steadfast economic growth. In recent years, though, China became ...

Co-branding as a marketing strategy: its implementation in the gaming industry

Dal Col, Chiara <1997> (Università Ca' Foscari Venezia, 2023-03-10)

The goal of my research will be to shed light on the decision of global companies to practice co-branding as a marketing strategy with a particular focus on the same applied to the world of gaming, analyzing specifically ...

Browsing by Author "Vescovi, Tiziano"

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