Does brand image promoted via social media in the sneaker sector impact the loyalty of young consumers (16-25 yo) ? / Charlotte BEDIER / 2022

Titre : Does brand image promoted via social media in the sneaker sector impact the loyalty of young consumers (16-25 yo) ? Type de document : Mémoire Auteurs : Charlotte BEDIER, Auteur Année de publication : 2022 Importance : 36 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 IMAGE ; IMAGE DE MARQUE ; CLIENT ; CHAUSSURE SECTEUR Entreprise NIKE Résumé : Marketing is a vast notion with concepts that are just as vast, such as brand image. Born in Great Britain at the end of the 19th century, the brand image is specific to each company in terms of its characteristics, its qualities, and the way it is brought to the public. However, it seems complicated to determine the exact value of a brand image and its concrete monetary contribution for a company. From this observation we wonder about the role of the brand image for a company, its interest but also the points of vigilance which surround this concept. The relationship between image and brand loyalty is rarely discussed, which made me curious and led me to research the subject. Then, after listening to a podcast about marketing within the sneaker industry, a question naturally came to my mind : can we draw a parallel between the image of sneaker brands and the loyalty of consumers to these brands? In this dissertation, we will try to understand if the brand image promoted via social media in the sneaker sector has an impact on the loyalty of young consumers ? Driven by the desire to better understand the real impact of brand image on brand loyalty, we decided to focus the research on a specific sector and target. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572730