Détail de l'auteur
Auteur Maël SEBAN |
Documents disponibles écrits par cet auteur (1)
Ajouter le résultat dans votre panier Faire une suggestion Affiner la recherche
Influence of language and country on consumer perceptions of French music artists / Maël SEBAN / 2018
Titre : Influence of language and country on consumer perceptions of French music artists Type de document : Mémoire Auteurs : Maël SEBAN, Auteur Année de publication : 2018 Importance : 20 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
MUSIQUE ; LANGUE VIVANTE ; COMPORTEMENT DU CONSOMMATEURRésumé : Purpose - This research paper seeks to better understand consumers’ perceptions of music artists depending on the language in which they perform, and the country in which they try to succeed. The focus is mainly on the comparison between French and Anglo-Saxon characteristics.
Methodology - The main study uses an experimental design to compare consumers’ attitudes and behaviours in 4 different scenarios presenting different combinations of language - French or English - and country of emergence - French or Anglo-Saxon. Studied consumer attitudes and behaviours are their inclination to engage in word-of-mouth, interact with them on social media and their purchase intent.
Findings - The results of the study show that our main assumptions were contradicted: consumer behaviours are enhanced when language and country are mixed up rather than when they fit. Engagement with music appeared as a strong moderator for purchase intent.
Research limitations - The small number of respondents and the use of students reduces the generalisability and the significance of the results. Also, the amateur production of the music may have reduced the study’s overall potential. Further research can test the propositions further with larger panels and more realistic artist and music as support for the studyNote de contenu : Bibliogr. p.19-20 Programme : PGE-Reims Spécialisation : Champagne and Wine Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484772
LIBRARY - Campus Rouen
NEOMA Business School
pmb
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26