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Titre : Will the metaverse shift the notion of luxury ? Type de document : Mémoire Auteurs : Hachem GADDOUCH, Auteur Année de publication : 2023 Importance : 35 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
CLIENT ; INDUSTRIE DU LUXE SECTEUR ; INTERNETProgramme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581745
Titre : Body inclusivity: myth or reality? Type de document : Mémoire Auteurs : Eugénie GUIMIER, Auteur Année de publication : 2022 Importance : 30 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
BEAUTE ; CODE ; COSMETIQUE ET PARFUMERIE SECTEUR ; IMAGE ; INDUSTRIE DU LUXE SECTEUR ; MARQUE ; TEXTILE SECTEURRésumé : As body inclusivity promoted by brands has become an increasingly controversial topic, especially by underrepresented consumers, this study aims to better understand how cosmetics and lingerie brands communicate about diversity and inclusivity, whether this is only a "myth" or if it is indeed a reality. To investigate this topic, a qualitative approach was made, and 12 women were interviewed to share their relationship with cosmetics and lingerie, and their opinion on beauty codes put forward by brands for decades. During the interviews, a netnographic study was conducted: two examples of cosmetic brands and two examples of lingerie brands, more or less inclusive, were given to the respondents in order to help them express their point of view and better understand their position. Three main findings have emerged from this study. The first one indicates that consumers motivations for buying cosmetics and lingerie are different between the two sectors, cosmetics creating more pleasure to the consumer, who is more attentive and influenced by the advertisements she sees daily compared to lingerie, which women often feel they have to buy out of need rather than want for pleasure. This is mainly due to the way companies communicate to consumers about women's beauty and bodies through their advertising. The second finding highlights that no matter the industry, women are looking for more authenticity and more engagement from cosmetics and lingerie brands, even if some are still looking for campaigns that make them dream, not because they trust them but more because they find it beautiful, as they have become distant enough to know these ads don’t always reflect the reality. Therefore, the last finding helps to understand that even though consumers generally agree on beauty codes that are often put forward by brands and from which they want to break away, it is often more difficult for them to do so in lingerie than in cosmetics, especially because of the intimacy of the revealed body. Consequently, women's positive thinking about inclusivity is not always reflected in their purchasing decisions, perhaps because brands do not yet go far enough to break these beauty codes and embrace inclusivity. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564583 Brand extensions in the experience economy era. The trend of luxury fashion brands entering theHospitality world. How does the brand perception of Bulgari Hotels compare to that of Bulgari stores? / Laura GIUSSANI / 2022
Titre : Brand extensions in the experience economy era. The trend of luxury fashion brands entering theHospitality world. How does the brand perception of Bulgari Hotels compare to that of Bulgari stores? Type de document : Mémoire Auteurs : Laura GIUSSANI, Auteur Année de publication : 2022 Importance : 75 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte office 365 via e bouton connexion en haut de la page. Langues : Anglais (eng) Mots-clés : Management
BULGARIE ; INDUSTRIE DU LUXE SECTEUR ; MARQUERésumé : The aim of this research is to contribute to studies conducted on luxury brands ’extension which remainlimited both in quantity and scope despite the increasing popularity of such type of brand extension. Asecond reason to conduct a research study on this topic was to offer a new perspective by adding thenotion of experience economy to the theoretical elements reviewed and then linked to the empiricalresearch.The study begins with an in-depth review of literature on the definition of luxury to then offer acomprehensive introduction to the experience economy era to allow the reader to contextualize thephenomenon of luxury goods-luxury hospitality brand extensions. The third section is devoted to a briefand targeted introduction to branding and branding in luxury and it is followed by a section on brandextensions.To tackle the issue on if luxury brands can be able to translate their identities into hotels as an extensioncategory, it was decided to proceed by using a case study example. The choice was to focus on Bulgari, aluxury jewelry brand founded in Rome in 1884. The global expansion of the brand started in the 1970swhile the first announcement of the extension into Bulgari Hotels and Resorts happened in 2001. The firstHotel opened in 2004 and, fast-forward 2021, the company has seven properties around the Worldalready operating in its portfolio and five in the pipeline (Bulgari Hotels & Resorts, 2021; LVMH, 2011:Bulgari, 2021). The reasons for choosing Bulgari as case study for this dissertation find their roots in bothpersonal and objective matters. First, the author of this research has carried out a work experience at theBulgari property in London, which was the source of inspiration behind the research title. This personalconnection to the brand was also considered a facilitator to the conducting of the field research and tothe understanding of the interviews’ results. More importantly, the most objective and compelling reasonis the brand’s relevance in the luxury world as Bulgari is an active brand, constantly searching for newcreative products and services to offer all-round luxury life experiences to its fans. The brand also succeedsat its aim to do so without forgetting its history and heritage (LVMH, 2011). This last point makes Bulgarian example of pure luxury brand that has followed throughout the luxury business strategy even throughextensions (Kapferer, 2015). By looking at what seems to be an extraordinarily successful example ofgoods-to-service brand extension the aim is to find out whether Bulgari Hotels provides a real Bulgariexperience by comparing the brand perception and experiences of customers in store and at the Hotel.To make such comparison, the q ualitative research method was chosen, and it comprises a field researchbased on store and hotel site visits followed by semi-structured interviews conducted by a sampleReproduction et diffusion interdites
selected by the researcher based on convenience. The results of the empirical study, combined with thereview of existing literature on the topics involved provided interesting insights regarding Bulgari’s use of the brand extension: an extension aiming at enhancing the customer experience or mere expansion intoa new category under the same brand name. What has been concluded is that the answer cannot be clear- cut. First, a series of limitations to the empirical research must be considered (such as the limited quantityof interviews that could be carried out), but also the lack of study of multiple brand extensions.What was concluded is that it is not clear whether the success of Bulgari Hotels can be attributed to theuse of the Bulgari brand as the Bulgari brand identity is not fully reflected into the properties and thatperhaps Bulgari is missing out on the opportunity to leverage the brand extension to enhance brandloyalty for the parent brand. However, it was suggested by interviewees that Bulgari Hotels is moreattractive to a younger clientele opening a new segment or allowing to recruit new future customers ofBulgari jewels and products.Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566728 Celebrity endorsements and their influence on purchase intentions of fast-moving consumer goods: a study to analyse the influence of celebrities in the fmcg industry / Reetam GHOSH / 2022
Titre : Celebrity endorsements and their influence on purchase intentions of fast-moving consumer goods: a study to analyse the influence of celebrities in the fmcg industry Type de document : Mémoire Auteurs : Reetam GHOSH, Auteur Année de publication : 2022 Importance : 30 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
COMMUNICATION PAR L'IMAGE ; IMAGE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; INFLUENCEURRésumé : The objectives are to identify how celebrity endorsements are related to brand warmth and how congruence with a brand can make a difference, also to understand if the same is responsible for an increase in purchase intentions. The method is qualitative; responses were recorded from candidates across different nationalities and varying means of livelihood. After analysing the answers of the interviews, the author tried to demonstrate how celebrities play a role in creating brand warmth and competence. It is going to depend on how much the celebrity is liked by the interviewee, it is going to be instrumental in understanding if he/she finds the brand to be competent and worth buying. A number of researchers have studied the influence of celebrity endorsement on purchase decisions, but only few papers are based on factors like brand warmth and competence. This paper could be useful for entrepreneurs who are trying to create a new brand and expand globally. In order to familiarise their product(s), they might consider collaborating with celebrities. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564591
Titre : Les diamants sont-ils vraiment éternels ? Type de document : Mémoire Auteurs : Abigail Sky COATES, Auteur Année de publication : 2022 Importance : 73 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Français (fre) Mots-clés : Management
CONSOMMATION ; ETHIQUE ; INDUSTRIE DU LUXE SECTEURRésumé : L'objectif de cette mémoire est de déterminer quel type de consommateur est plus susceptible de payer une prime pour un diamant dont l'origine éthique est garantie, par rapport à un diamant de provenance incertaine. Les cinq hypothèses étaient basées sur la génération (âge), le sexe, le pays de résidence et le pays de naissance, le niveau d'éducation et de connaissances sur les diamants, et le statut socio-économique. Afin de répondre à la question de recherche, nous avons effectué une revue de la littérature, une enquête et trois entretiens semi-structurés individuels avec des consommateurs de diamants. Il n'a pas été possible de valider l'une ou l'autre des hypothèses car, en raison de faibles corrélations, nos résultats n'étaient pas statistiquement significatifs. Toutefois, il est apparu clairement que la génération Z, les femmes et les personnes issues d'un milieu socio-économique supérieur sont les plus susceptibles de payer une prime pour un diamant éthique.Les possibilités de recherches ultérieures comprennent l'examen de la façon dont la sexualité peut également jouer un rôle dans la propension d'un consommateur à acheter un diamant éthique, et la réalisation d'entretiens avec des personnes de l'industrie du diamant pour voir quelles sont les tendances qu'elles ont remarquées en ce qui concerne le consumérisme éthique dans le contexte des achats de diamants. Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562209 Does the new alliance between rap music and fashion luxury brands have an influence on consumer buying behavior ? / Gamze SOYLU / 2022
PermalinkHow can luxury brands attract and engage with Generation Z through Social Medias? / Tiphaine DAUDET / 2022
PermalinkHow can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022
PermalinkHow can watchmaking companies position themselves and adapt to the current environmental and social contexts and their challenges? / Alexis BARKER / 2022
PermalinkHow do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
PermalinkHow should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022
PermalinkPermalinkHow to create effective differentiation in the context of intangible service industry? A specific focus on French luxury hotels and on pre-choice differentiation through e-reputation. / Julie KOT / 2022
PermalinkPermalinkHow will sustainability and consumers’ behaviors drive the luxury car market in the post-Covid era? Post-covid drivers of luxury automotive industry. / Léa DOS REIS SILVA / 2022
PermalinkL'impact du marketing des médias sociaux sur l'attitude des consommateurs à l'égard des marques : une étude des marques de luxe dans le monde digital / Duffy SAOIRSE / 2022
PermalinkLuxury: a bargain for the gaming industry. Why are gamers turning to luxury brands that enter the metaverse? / David BONDIN-DALLERA / 2022
PermalinkRetailing second-hand luxury goods: Logical continuation or change of paradigm? / Jeanne FORLIVESI / 2022
PermalinkShould online visual merchandising be given more importance as an emotional transmitter for Gen Z and millennials, rather than in-store visual merchandising these days? / Marie-Juliette LOUVET / 2022
PermalinkPermalinkThe increasing use of social media and influencer marketing in th luxury sector / Antoine HABAY / 2022
PermalinkPermalinkTo what extent have important values to Gen Z, such as diversity, equity, and inclusion, been challenging for luxury brands to adopt? / Kéomaly VEOPRASEUTH / 2022
PermalinkPermalinkWhat are the controversial aspects of luxury fashion brands trying to adopt a sustainable strategy? And how can they improve their strategies to have a better social and environmental impact? / Fanny GUILLEMOT / 2022
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