THE POWER OF LOVE IN CONSUMER ATTITUDE: AN INVESTIGATION IN THE SECTOR OF LUXURY PERFUMES / Olivia KOHLER / 2019

Titre : THE POWER OF LOVE IN CONSUMER ATTITUDE: AN INVESTIGATION IN THE SECTOR OF LUXURY PERFUMES Type de document : Mémoire Auteurs : Olivia KOHLER, Auteur Année de publication : 2019 Importance : 26 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 EMOTION ; COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; ANALYSE Résumé : This research paper contributes to the study of positive emotions in consumer behavior with a particular focus on love. The heart of our subject is to analyze consumers’ attitude and feelings toward a stimuli inducing love and more precisely an ad inducing love in the sector of luxury perfumes. The aim is to demonstrate and measure the unique effect of love and prove that it conduces to the creation of a positive correlation on consumer attitude toward the ad itself, the brand and the purchase intention. To do so, thanks to an online survey, we conducted a quantitative analysis. Indeed, we created an experimental stimuli where our respondents could see randomly either a famous luxury fragrance ad with a marketing and communication strategy focused on love or a neutral ad we created. The aim was to measure clearly the unique effect of love compared to non-love. The findings demonstrated that the presence of love has a crucial positive influence on consumer attitude and behavior since it increases significantly the positive attitude toward the ad, the brand and the purchase intention. Also, we decided to include a mediator in our study by demonstrating that trust mediates positively the link between love and consumers’ positive attitude. Thus, thanks to this study, our findings provide recommendations for luxury managers in order to help them to use in an efficient way the emotions in their advertising campaigns and especially love. Also, it will help them to understand better the attitude of their consumers while providing products fitting their wants and needs. Finally, this study will show to the managers of luxury perfumes how to increase and maintain brand trustworthy, brand preference while increasing consumer purchase likelihood. Note de contenu : PGE: Bibliogr.P. 25-26 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497677