The effects of Tiffany&Co’s online advertising strategy on brand perception in Italy and United States

dc.contributor.advisorCunningham, Isabella C. M.en
dc.contributor.committeeMemberWilcox, Gary B.en
dc.creatorBosco, Urszula Petra Biancaen
dc.date.accessioned2012-06-25T20:33:10Zen
dc.date.accessioned2017-05-11T22:25:26Z
dc.date.available2012-06-25T20:33:10Zen
dc.date.available2017-05-11T22:25:26Z
dc.date.issued2012-05en
dc.date.submittedMay 2012en
dc.date.updated2012-06-25T20:33:20Zen
dc.descriptiontexten
dc.description.abstractThis Professional Report explores the effects of Tiffany&Co’s online advertising strategy on brand perception in Italy and United States. The study starts with an analysis of the concept of luxury and the opinion that scholars have on how luxury value and brand equity should be communicated. Brand perception, its influence on consumers, and the role of Internet are also analyzed. The last part includes a detailed analysis of the findings for Italian and American consumers aged 18-25 and the variables that influence Tiffany&Co’s perceptions. The study concludes with recommendations to reinforce brand equity and perceptions via online advertisements.en
dc.description.departmentAdvertisingen
dc.format.mimetypeapplication/pdfen
dc.identifier.slug2152/ETD-UT-2012-05-5560en
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2012-05-5560en
dc.language.isoengen
dc.subjectTiffany & Co.en
dc.subjectLuxuryen
dc.subjectTiffany&Coen
dc.subjectOnline advertisingen
dc.subjectTiffany'sen
dc.titleThe effects of Tiffany&Co’s online advertising strategy on brand perception in Italy and United Statesen
dc.type.genrethesisen

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