How did spirits brands impact cocktail consumption and culture through brand ambassadors? / Bastien MICHAUD / 2021

Titre : How did spirits brands impact cocktail consumption and culture through brand ambassadors? Type de document : Mémoire Auteurs : Bastien MICHAUD, Auteur Année de publication : 2021 Importance : 28 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 COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUE ; SPIRITUEUX SECTEUR Résumé : In a global context of lack of credibility in the communication of brands and the desire of these brands to be closer to their consumers, a key role has been created within spirits companies: the brand ambassador. Research has already demonstrated the importance and impact of influencers for B2C or B2B and even B2B2C brands and management theories are well aware about the importance of having a recognizable figure specific to each brand, notably through celebrity endorsement. However, studies on the impact of brand ambassadors remain anecdotal (Holger J. Schmidt, Carsten Baumgarth, 2018). The question I will try to answer is the following: How did spirits brands shape modern cocktail culture and their consumption thanks to brand ambassadors? Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538659