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Auteur Camille TREMSAL |
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Green practices and sports brands marketing strategies / Camille TREMSAL / 2018
Titre : Green practices and sports brands marketing strategies : Green practices play a significant and positive role in enhancing the reputation of sports brands Type de document : Mémoire Auteurs : Camille TREMSAL Année de publication : 2018 Importance : 27 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
IMAGE DE MARQUE ; MARKETING STRATEGIQUE ; SPORT ; ECOLOGIE ; COMPORTEMENT DU CONSOMMATEURRésumé : In today’s society, trends in consumption have progressively evolved. Not only people buy a product, but consumers are now more and more attracted by brands they feel a connection with. From a sudden concern for ecology to its relentless rise, retailers strive to design environmental-friendly strategies that will create competitive advantages and retain loyal consumers. Consequently, sports brands have progressively started introducing eco-friendly practices into their brand management. And so far, this has been a good way to enhance their reputation towards consumers: promoting eco-responsibility leads to a higher consumer commitment. The research study conducted on a sample of 137 individuals, confronted with data collected from scientific papers, demonstrates the positive correlation between promoting green consciousness and higher consumers’ attachment to sports brands. Highly green-conscious consumers respond more positively to eco-responsible sports brands. They show stronger brand attachment and exhibit greater loyalty to green sports brands and their green products. This green orientation influences the consumers choice for purchasing their sports brands products. Consumer demand for eco-responsible commitment has become an imperative for brands to remain financially sustainable and compete successfully. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485357
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