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Exploring Gender-Based Marketing and Its Effect on Brand Perception / Bhavana NAIDU / 2023
Titre : Exploring Gender-Based Marketing and Its Effect on Brand Perception Type de document : Mémoire Auteurs : Bhavana NAIDU, Auteur Année de publication : 2023 Importance : 41p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; FEMME ; HOMME ; COMPORTEMENT DU CONSOMMATEURRésumé : “Marketing battles are fought inside the mind” (Ries and Trout 1986) if this is true from the marketing point of view, it is the same with consumers when it comes to the perception of brand and purchase intentions. Brand Perception links to how the consumer sees and understands the brand. It includes their attitude, opinion, and behavior towards the brand and is influenced by numerous factors which include advertising, the message conveyed, packaging, products offered, and merely the image portrayed by the brand. Brand perception can influence a person's purchase intentions or decisions as well as brand loyalty. According to Karampournioti, E., and Wiedmann (K.-P. (2022)), “Typically, companies use storytelling to communicate not only their brand values but also what the companies represent. Stories provide meaning to brands help customers understand the benefits of the brand and positively affect brand perceptions” well, not only positively which equates to perceptions of high quality, reliability, and desirability but also negatively. Sometimes, even neutrally where the consumer is either unaware of or indifferent towards it.Brands need to understand the importance of consumers’ brand perception and the impact that it has on the brands' performance. While a positive perception can bring marvels to the brand a negative perception can equally tarnish the reputation. To keep up the perception of the brand, companies tend to make considerable investments in branding and marketing initiatives and these initiatives are driven by targeted marketing. While targeting your market has its pros and cons like allowing flexibility- prospects can be targeted in several ways, including by age, gender, marital status, interests, etc., and at the same time, have consequences of leading to narrow-mindedness. One such highly discussed matter is gender-based marketing which is simply dividing the prospects into gender types, typically men and women, and crafting messages based on assumptions about male and female customers. “Women use other people’s opinions to help make their own decision. Men use other people’s decisions to help them form their own opinion” (Baker, 2012) and brands tend to salvage it for their benefit. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581979 commercial and artistic sucess in the french film industry , the impacts of the director's gender / Maxence FREIHERR VON FURSTENBERG / 2022
Titre : commercial and artistic sucess in the french film industry , the impacts of the director's gender Type de document : Mémoire Auteurs : Maxence FREIHERR VON FURSTENBERG, Auteur Année de publication : 2022 Importance : 49 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
CINEMA SECTEUR ; FEMME ; FRANCAIS ; HOMME ; MANAGERRésumé : This research article is divided into four additional parts. Part I reviews the existing literature on this topic. We establish our models and hypotheses based on the data we gathered about the French film industry in part II. The findings of our empirical study will be described in part III. Eventually, we will derive conclusions and discuss the potential area of improvement in this study. As the director occupy a central role in the French film industry, we decide to compare the artistic and commercial track records of female and male directors. We argue that business and artistic success in the motion picture industry, though largely unpredictable relies somehow on quantitative input(budget,number of copies) and qualitative input (peer recognition, experience, film genre, etc.).
We will thus derive conclusions on the performances of female-directed films compared to male?directed films by considering the different resources allocated to each film.Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=571577 How hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022
Titre : How hedonic & utilitarian values affect customer brand engagement in metaverse? Type de document : Mémoire Auteurs : Sudarsan MANOHARAN, Auteur Année de publication : 2022 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
MARQUE ; PHILOSOPHIE ; FEMME ; HOMMERésumé : This study is intended to explain and present how customer brand engagements in metaverse can be affected by the hedonic and utilitarian values of the customer. This will be the first study do a survey on brand engagements on metaverse. To measure the customer engagements, three factors of customer engagement was taken into consideration i.e., customer complaints, customer collaborations and customer communication. A survey was conducted among 231 individuals living in 16 countries and analyzed using structured model equations. The results show us that both utilitarian and hedonic motivations will have a strong impact on the customer brand engagement in metaverse also utilitarian motives have a stronger impact than that of hedonic motives and women are more engaging than men. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568515 Body positive in the men's fashion industry / Lou SAINT JALME / 2021
Titre : Body positive in the men's fashion industry Type de document : Mémoire Auteurs : Lou SAINT JALME, Auteur Année de publication : 2021 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Mots-clés : Management
HOMME ; SOCIALISME ; TEXTILE SECTEURRésumé : Over the past decade, inclusive messages have been integrated into the narrative of the fashion industry, which has paid more attention to the female plus size market. This shift has been driven by the body positive movement on social media, which encourages individuals to embrace their bodies, and which calls out the fashion industry for its lack of representation. However, one facet that the industry now needs to address is the men’s apparel market, a segment of customers getting too big to be ignored. Male consumers are changing and are challenging the conventional masculinity embodied through the thin and muscular ideals in fashion. However, men insecurities are yet to be understood by brands and there is a need for a more comprehensive approach of body positive messages in the menswear industry.
This dissertation aims to highlight to what extend body positive in the fashion industry might impact consumers’ perception of menswear brands, by exploring their understanding of body positive linked with fashion and their attitude towards models of different morphologies, through a series of semi-directed interviews. The results reveal a clear gap in participants understanding of body positive, leading men to not feel concerned about it. However, despite this poor understanding, men express a certain disagreement with beauty standards conveyed by fashion and are looking for a more realistic representation of men. This dissertation shows that, despite not being a major factor of influence, body positive is accepted by respondents who view menswear brands using body positive messages as more accessible while brands refusing diversity are overall rejected, nourishing the existing literature encouraging fashion brands to adopt more inclusive marketing campaigns.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538644 Gender segmentation in fashion / Claire PIERREFEU / 2021
Titre : Gender segmentation in fashion : Man and women categories in the fashion industry; and more particularly on their website, are they still legitimate? Type de document : Mémoire Auteurs : Claire PIERREFEU, Auteur Année de publication : 2021 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
CULTURE ORGANISATIONNELLE ; FEMME ; HABILLEMENT SECTEUR ; HOMME ; ENVIRONNEMENT SOCIALRésumé : Today the notion of gender is becoming more and more blurred between biological and social gender. The social gender is taking over with the arrival of a third gender: the non-binary. With this new category, we can see the opportunity of a new segmentation for some fields. Therefore I asked myself the question: man and woman categories in the fashion industry, and more particularly on their website, are they still legitimate? In order to study this hypothesis, I conducted a quantitative study to understand what gender is today and what are the purchasing behaviors related to clothing according to social gender.The results show that there is a confusion between biological gender and social gender. In a second time, it appears that the clothing is not necessarily a product to be gendered. I could notice that men, as well as women or non-binary people dressed in both categories. Therefore, it would be interesting to conceptualize the gender identity in order to be able to replace it in certain fields to a segmentation based on biological gender. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538582 Male-oriented cosmetics: how beauty brands can improve marketing segmentation to target men in France? Segmentation, targeting, and positioning on the cosmetic market, through the notion of gender. / Mathilde TEYSSIER / 2021PermalinkLes stéréotypes des genres dans le choix de métiers. L’impact des stéréotypes des sexes et des genres à travers le biais cognitif du langage / Gonzague BLAUDIN DE THE / 2021PermalinkLe télétravail sur le long-terme : quels impacts pour l’Homme ? / Julien Houssam MONTES / 2021PermalinkThe impact of gendered marketing on consumer purchase behavior / Lucille SIEDEL / 2021PermalinkThe new role of the LGBTQ+ community in the cosmetic industry / Liana RABEMANANTSOA / 2020PermalinkComment faire adhérer les hommes au maquillage masculin, à travers la communication, tout en limitant les effets des stéréotypes de genre ? / Aurore PARIS / 2019PermalinkGender in the gig economy / Marie VIDAILLAC / 2019PermalinkLa Condition De L'Homme Moderne / Hannah ARENDT / POCKET (2017)PermalinkGender Design : la communication comme seul facteur d’influence ? / Tamara Elena JAHNKE / 2017PermalinkPermalink
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