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Health claims and nutritional labelling / Maëlle WINIARCZYK / 2018
Titre : Health claims and nutritional labelling : To what extend activity equivalent calorie labelling could influence consumers' purchase intention Type de document : Mémoire Auteurs : Maëlle WINIARCZYK, Auteur Année de publication : 2018 Importance : 19 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
INFORMATION DU CONSOMMATEUR ; LABEL DE QUALITE ; ALIMENTATIONRésumé : This study consists in finding thanks to a research if the activity equivalent calorie labelling can have an impact on the buying decision of the consumer and/or on his consumption behavior. The idea is to replace the current complex nutritional labelling and the front-‐of-‐pack calorie label by a label that tells how many minutes of exercise you need to burn off calories. To conduct this study, I’ve firstly made some researches about different articles which tackle the issue of calorie consumption, nutritional labelling, or even the relationship between calorie consumption and physical activity. Then, I realized an online survey who helped me to understand better the consumers especially toward calories, nutritional labelling, physical activity and introduce them the idea of the activity equivalent calorie labelling. After analyzing this survey, I observed that people think that current nutritional labels are not effective and enough visible, but were pretty sensible to the consumption of calories and have the feel of guiltiness toward calories. They found easily understandable the activity equivalent calorie labelling but were not completely convince that it can replace the current front-‐of-‐pack calorie label. This study gives them the opportunity to have a first approach with the activity equivalent calorie labelling. They need anyway to be more informed and used to this new kind of labelling, maybe thanks to the use of a national communication campaign or through a nutritional association. Note de contenu : Bibliogr. p.18 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485099 Hooked comment créer un produit ou un service qui ancre des habitudes / Nir EVAL / ORGANISATION LES EDITIONS D' / GROUPE EYROLLES (2018)
Titre : Hooked comment créer un produit ou un service qui ancre des habitudes Type de document : e-book Auteurs : Nir EVAL, Auteur ; Ryan HOOVER, Auteur Editeur : ORGANISATION LES EDITIONS D' / GROUPE EYROLLES Année de publication : 2018 Importance : 184 p. (400 crédits) ISBN/ISSN/EAN : 978-2-212-73078-4 Prix : 13 EUR Langues : Français (fre) Mots-clés : Management
CREATION D'ENTREPRISE ; MARKETING EXPERIENTIELRésumé : C'est en ces termes que Nir Eyal touche du doigt la plus grande réussite marketing de ces dernières décennies. Au fil des pages il décrypte le mécanisme de l'addiction à un produit ou à un service.
Les neurosciences ont largement permis de comprendre le fonctionnement de notre cerveau et de jouer sur notre besoin de satisfaction. Cela se déroule en quatre étapes :
1. Déclencheurs
2. Récompense
3. Action
4. Investissement
Vous êtes marketeur, créateur, entrepreneur ? Il vous dévoile le processus infaillible qui permettra de rendre votre client accro.Nombre d'accès : 2 En ligne : http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=498772 How can packaging lead people to change their food consumption patterns ? / Agathe KARSENTI / 2018
Titre : How can packaging lead people to change their food consumption patterns ? Type de document : Mémoire Auteurs : Agathe KARSENTI, Auteur Année de publication : 2018 Importance : 34 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
LABEL DE QUALITE ; INFORMATION DU CONSOMMATEUR ; ALIMENTATIONRésumé : This seminar paper is about the role of packaging in the process of food purchasing, how it affects the consumer in the decision process and how it could improve their eating habits. I thought about this subject because I was watching documentaries about our eating habits, how food became both really important and complicated for the whole world. I wondered why there were people who bought really bad quality products, although they were trying to improve their food consumption.
In order to document my research, I read academic articles about packaging, what was done to improve the information given to consumers, about health issues in western countries caused by food, about how consumer have trouble understand the packaging. I talked about this point to my friends and my family because there was not much information about those difficulties and did my survey about the understanding of packaging to help me understand where it came from and what could help consumers. My hypothesis happened to confirm, so with my results that I analyzed, I thought about solution to give, and problems to highlight in order to bring an answer to my research question.Note de contenu : Bibliogr. p.32-34 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485086 How can video branded-content be shaped to increase brand engagement on YouTube? / Adèle SCHWANNER / 2018
Titre : How can video branded-content be shaped to increase brand engagement on YouTube? Type de document : Mémoire Auteurs : Adèle SCHWANNER Année de publication : 2018 Importance : 19 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
VIDEO ; IMAGE DE MARQUE ; INFLUENCEUR ; CREATIVITE
Entreprise
YOUTUBERésumé : This seminar paper aims to determine which creative strategies are the most efficient regarding brand engagement on YouTube. We analyzed 21 YouTube videos: 14 branded videos uploaded on branded YouTube channels and 7 co-created with an important YouTuber influencer and uploaded on the YouTuber’s channel. The videos analyzed use one of these three creative strategies as their major characteristic: co created, humor, removing the brand from the core content. Many definitions and formulas exist to define brand engagement, especially on YouTube. We chose to use metrics using the number of views, number of comments and number of likes to calculate engagement ratios adapted to the YouTube community uses and habits. We found the following:(1) Co-creation with important YouTuber influencers yield likes and comments, hence positive brand associations. (2) The use of humor as the major creative strategy yields views and contributes to the video’s virality, hence create brand awareness and positive associations. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485577 How do incentives and customer characteristics affect crowdsourcing participation in the video game industry? / Agathe BOUDINEAU / 2018
Titre : How do incentives and customer characteristics affect crowdsourcing participation in the video game industry? : An exploratory research of French gamers Type de document : Mémoire Auteurs : Agathe BOUDINEAU, Auteur Année de publication : 2018 Importance : 56 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
MARKETING PARTICIPATIF ; JEU ; TECHNOLOGIE ; INDUSTRIE CULTURELLE SECTEUR ; COMPORTEMENT DU CONSOMMATEURRésumé : Crowdsourcing projects have seen themselves grow more and more in the recent years. Alongside this rising interest for these types of projects, research about this new method of realizing projects is also increasing. Crowdsourcing projects have also made their way towards the video games industry, and little research is known about this practice in this industry. Even though research has been done about gamers and their behaviours when playing video games and the relation with their personality, little has been done about their motivations towards crowdsourcing projects in relation with their personality and the incentives offered.The purpose of this research study is to offer the beginning of an answer towards the relationship between personality, motivations, incentives and crowdsourcing projects. It offers an overview of the results of the empirical research towards this aspect and try to answer the question of what motivates players to participate in crowdsourcing projects.As mentioned before, the method of data gathering was empirical, and the research was done with four French players. Indeed, the body of knowledge on crowdsourcing is missing empirical data about the motivations of gamers to participate to crowdsourcing projects and how they are motivated by incentives. What was found through this research is that the current body of knowledge towards players motivations to play video games is not complete. Gamers are much more complex than what literature is telling us, and their motivations are changing depending on their moods and the games they are playing. Concerning the incentives, this study helped discovered that financial incentives are not what motivates players to participate to crowdsourcing projects, but actual social interaction and meeting / discussing with developers, as well as exclusive in-game items. This discovery can help video games studios to come up with projects and incentives which are attracting gamers, and to know which ones are making them willing to participate to these projects depending on their gaming personality type. Note de contenu : MSC IN MARKETING FRENCH EXCELLENCE 2018: Bibliogr: 30 p. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=503031 How does the digital and social networks advent represent a lever for small emerging brands in the 21st century ? Study of Sézane, a digital-native brand / Adélaïde GARNIER / 2018PermalinkHow luxury companies can use connected objects to improve customer experience? / Amélie DELAMARE / 2018PermalinkHow social media content and influencer type impact our behavior, attitudes and perceptions ? / Estelle DIVET / 2018PermalinkHow the URBN Group embodies a model of retail disruption ? / Margaux LEFEVRE / 2018PermalinkHow to improve the impact of calorie information to efficiently change food choices? / Marie CURIEN / 2018PermalinkHow use WeChat can improve the Customer Experience in Galeries Lafayette ? / Salomé LHOTE / 2018PermalinkL'identité de marque / Alina WHEELER / Pearson (2018)PermalinkL'impact du cross canal pour la vente par correspondance / Alicia BOURLON / 2018PermalinkImpact of football and the Euro 2016 on the customer’s experience and on the image of brands and athletes / Mathilde COTTARD / 2018PermalinkL’impact de la personnalisation de l’expérience client sur la fidélité client / Marie-Neige FOSSE / 2018PermalinkInfluence of the Nutri-Score label on consumer purchase intention and attitudes / Coralie HONSIA / 2018PermalinkIs nutritional labeling a reliable source of information for consumer healthy choice? / Léonie CHOLIN / 2018PermalinkPermalinkLuxe & digital : les différences entre les stratégies média de marques de luxe traditionnelles et modernes, sur le réseau social instagram. / Eléna STÜBEN / 2018PermalinkLuxury Industry in the age of Social Media: How can luxury brands take advantage of social media marketing? / Apolline BARRIER / 2018PermalinkManagement and Marketing of Wine Tourism Business / Mariana SIGALA / New York : PALGRAVE MACMILLAN (2018)PermalinkMapping Managerial Implications Of Green Strategy / George TESAR / WORLD SCIENTIFIC PUBLISHING COMPANY (2018)PermalinkLe marché du champagne en Chine : Dans quelles mesures les maisons de champagne peuvent améliorer ses situations sur le marché en Chine? / Ziyao DAI / 2018PermalinkLe marketing / Joël CLAIR / NATHAN (2018)PermalinkMarketing and mobile financial services : a global perspective on digital banking consumer behaviour / A. AIJAZ / London : ROUTLEDGE (2018)Permalink
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