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A study of the impact of endorsement in the cosmetic industry on women’s behavior and self-perception / Tiphaine BILLARD / 2023
Titre : A study of the impact of endorsement in the cosmetic industry on women’s behavior and self-perception Type de document : Mémoire Auteurs : Tiphaine BILLARD, Auteur Année de publication : 2023 Importance : 41p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; BEAUTE ; CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEURRésumé : Celebrity endorsement, namely the use of famous ambassadors to promote a brand or a product is considered as one of the most known marketing tools in the cosmetics industry. It is a prolific and winning strategy to reinforce the brand identity, widespread the brand message and ease the recall process. Several factors must be taken into account to be sure to choose the right celebrity. Nevertheless, some brands choose to put the spotlight on anonymous people as endorsers on cosmetic ads for example. Women are facing strong beauty standards today and those cosmetic endorsers may be one mean to convey these stereotypes. Thus, the main objective of this study is to explore the relationship between cosmetic endorsers and beauty stereotypes, to find out if and to what extend it impacts on women’sbehavior and self-perception whereas positively or negatively. To find out this impact on women, a qualitative study has been done with nine female individuals of all ages. It appeared that women’s behavior and self-perception are strongly affected by cosmetic products endorsement. Indeed, the ambassador correspond mostly to the unreachable standards of beauty expected in our society. It highlights also how difficult it is to go against well-established complexes as well as the fact that the younger women are, the more likely they are to develop complexes after watching a cosmetic advertising. This study also analyses the impact of famous and anonymous endorsers on the audience, how it changes or not their behavior and self-esteem. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581947 Study of the relation between sustainable packaging of Champagne houses and consumer purchasing behaviour. / Viviane OCULI / 2023
Titre : Study of the relation between sustainable packaging of Champagne houses and consumer purchasing behaviour. Type de document : Mémoire Auteurs : Viviane OCULI, Auteur Année de publication : 2023 Importance : 27p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; EMBALLAGE ; PRODUIT DE LUXERésumé : For luxury brands, packaging is not only a container, but it represents the identity of the brand. Packaging is an integral part of the brand image. The wine and spirits sector and in particular champagne is no exception. On a bottle of champagne, whether it is the bottle, the labels or the boxes, each element has its importance. Each element has required a lot of thought and marketing research, especially in the great Champagne houses such as Moët & Chandon, Ruinart, Pommery or even Champagne Nicolas Feuillatte to name but a few. Each element has its importance even for the small winemakers, like Champagne Damien-Buffet or Champagne Christian Cougnet to name but a few, who are considered as making less efforts on the packaging.Luxury is synonymous with excess. On the other hand, today, in the 21st century, no one can ignore the situation of our planet and the ecological emergency we are all facing. We are therefore witnessing an emergence of ecological awareness within the population. International and regional organizations are asking countries, citizens and companiesto make efforts. Taking into account the excessiveness of luxury brands, it seemed paradoxical that luxury brands start to make actions in favour of the environment. To everyone's surprise, we see initiatives and efforts being made in the luxury sector in general and more specifically in the wine and spirits sector and the world of champagne. We have seen champagne houses propose eco-responsible boxes and some champagne houses like Ruinart and Perrier-Jouët have inked these values in their marketing strategy.This paper studies this phenomenon and seeks to know and understand consumers, their perceptions, expectations and preferences. It is important to study consumers because, being the target, they are at the centre of the reflection of a company, a brand and each marketing department. In view of the current context, the champagne houses that have not yet done so are wondering if they should continue to sell cardboard boxes or if this type of packaging no longer has a future. Any goodmarketer knows that before making a major decision that will impact the perception of his product, it is important to conduct consumer research in order to understand which types of consumers he will be able to reach with this change. Marketers need to know if this attraction for eco-responsible alternatives is reflected in their preferences and purchases or if it is not yet sufficiently anchored in the customs, knowing that champagne is a luxury product and that therefore some consumers still have difficulty associating luxury and ecology. This would allow them to know if this change is just a plus or if it will really bring something to the brand's offer that will attract new consumers. They wonder if offering eco-responsible packaging is now a necessity, if it is a good return on investment. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581954 Studying the impact of consumer electronics-related User-Generated Content (UGC) on YouTube on Consumer Purchase Behavior / Arjun SURI / 2023
Titre : Studying the impact of consumer electronics-related User-Generated Content (UGC) on YouTube on Consumer Purchase Behavior Type de document : Mémoire Auteurs : Arjun SURI, Auteur Année de publication : 2023 Importance : 35p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; CONSOMMATEUR ; INTERNETRésumé : With the rapid development of social media in the last decade, consumers are able to share their purchases and user experiences online with other users and interreact with them (Henning-Thurau, Gwinner, Walsh, & Gremler, 2004). The information that consumers generate and share on social media is called User-Generated Content (UGC). Research about the significance and impact of user?generated content (UGC) has increased; however, research about UGC on YouTube and how it influences consumers’ future purchase behaviors is scarce. This study is aimed to research the impact of UGC on YouTube, specifically focusing on consumer-electronic (technology) attitudes towards the product and eventually impacting consumer purchase behavior. Responses were collected by means of an online questionnaire. In total 123 responses were collected from the survey, but they were reduced to 66, as people who did not correctly respond to the qualifying questions could not complete the survey and were removed from the list. To derive the results from the data collected and to interpret the results, a statistical software called Statistical Package for the Social Sciences (SPSS 27) was used. Several tests such as reliability tests, Pearson Correlation test, and a Regression Analysis were performed. The results showed that the variables considered have positive correlations helping me to conclude that UGC on YouTube relating to consumer electronics has an impact on consumer purchase behavior and my hypothesis and research question are accepted. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581956 THE CONTRIBUTION OF PHYSICAL APPEARANCE AND INSTAGRAM TO THE GROWING INTEREST FOR ANTI-AGING PRODUCTS AMONG YOUNG WOMEN / Honorine DIEPPE / 2023
Titre : THE CONTRIBUTION OF PHYSICAL APPEARANCE AND INSTAGRAM TO THE GROWING INTEREST FOR ANTI-AGING PRODUCTS AMONG YOUNG WOMEN Type de document : Mémoire Auteurs : Honorine DIEPPE, Auteur Année de publication : 2023 Importance : 29p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; COSMETIQUE ET PARFUMERIE SECTEUR ; PRODUIT D'HYGIENE SECTEURRésumé : Youth and beauty have been an important concern for women for a long time (Berry, 2021). Indeed, taking care of one’s appearance and apply substances to the skin are habits shared by many women. Nowadays, middle-aged, and old women are not the only concerned about wrinkles and skin damage, young women in particular start using anti-aging products at a younger age than the previous generations. While there are several reasons for the increasing interest for anti-aging products, social media, and physical appearance play a crucial role in shaping young women’s attitudes towards aging and skin. Social media has become a dominant force for the beauty industry, with the possibility to reach million users turning to platforms such as Instagram. Cosmetics brands may take advantage of this phenomenon to target a young audience. According to a study from Hootsuite in 2022, 61% of Instagram’s advertising audience is aged 18 to 34, which can be an opportunity for these brands, and which corresponds to the target we are interested in. Numerous studies have examined the relationship between physical appearance and anti-aging products, revealing a strong correlation between the two.This paper explores how we can explain the growing interest for anti-aging products among young women. This study will focus on Instagram and Physical appearance, that are likely to contribute to this interest. It will help understanding young women’s behaviour towards anti-aging products and could serve as a recommendation to beauty brands. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581959 The effect if intagram addiction on the compulsive purchase behavoir of dietary supplements / Justine TANNIERES / 2023
Titre : The effect if intagram addiction on the compulsive purchase behavoir of dietary supplements Type de document : Mémoire Auteurs : Justine TANNIERES, Auteur Année de publication : 2023 Importance : 48p. 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 : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; PROMOTION DES VENTES ; DEVELOPPEMENT ECONOMIQUERésumé : Today, using social networks has become a habit for almost everyone. Because of its attractive features, Instagram offers many possibilities and advantages for both users and influencers, making the platform addictive for some. Managers should therefore benefit from working with these influencers, choosing them carefully based on criteria such as expertise, reliability, experience, professionalism, and authenticity, particularly with a view to promoting certain products. In addition, the image-based nature of Instagram makes it much easier to promote a slim, muscular body, influencing users to achieve the same physique through various means. However, this leads to comparison with one's own body, which often results in negative feelings such as sadness, jealousy, or shame. A qualitative analysis was therefore carried out trying to understand in detail how Instagram addiction leads to negative feelings and inappropriate behavior, which in some cases can cause the compulsive purchase of dietarysupplements, even though these products are not suitable for everyone. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581955 THE EFFECTS OF THE NUTRI-SCORE LABEL ON THE CONSUMER PURCHASE INTENTION IN THE DRIVE CHANNEL IN FRANCE / Alice LE GENDRE / 2023
PermalinkThe impact of social media virality on consumer behavior in the cosmetic industry / Ilona ATTHAR / 2023
PermalinkThe impact of the use of digital technologies on consumers’ perceptions of luxury brands / Marie Joe GEAGEA / 2023
PermalinkThe power of Social Networks: How Luxury Brands can adapt to evolving Consumer trends while maintaining their Exclusivity? / Angèle CHESNEAU / 2023
PermalinkPermalinkPermalinkThe role of marketing activities in the competition between ethical fashion brands and traditional fashion brands / Amélie SOUGNEZ / 2023
PermalinkTo what extent do the labels reflect the sustainable investment strategy of the funds ? / Camille LAMBERTYN / 2023
PermalinkTo what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? / Aurélia BARRIOL / 2023
PermalinkTo what extent does the use of black and white in communication can positively impact the consumer behavior ? / Madeleine VEREECKE / 2023
PermalinkTo what extent has gemstone traceability improved the transparency of jewellery houses regarding the customer experience ? / Salomé RYCKEBOER / 2023
PermalinkTo what extent is experiental marketing the renewal of customers experience in the digital age ? A study focused on the cosmetics sector / Agathe PLANCHAIS / 2023
PermalinkTo what extent is the gendered marketing of brands through their products still relevant in the new context of gender definition? / Emma RIO / 2023
PermalinkTo what extent the sustainability goes beyond a purely marketing exercice to a business strategy in the luxuxry industry ? / Justine ANTOYE / 2023
PermalinkWhat are the factors influencing consumers in their perceptions of brands inclusiveness for all morphologies ? / Aude FLAMENT / 2023
PermalinkWhat are the factors influencing consumers’ preference for peer-to-peer and brands platforms when engaging in online second-hand consumption ? / Romane RIGAUD / 2023
PermalinkWhat are the key factors influencing audience engagement on Burger King France's Twitter account ? / Sophie LEE-TIN-YIEN / 2023
PermalinkWHAT IS THE IMPACT OF ADVERTISEMENT CONTENT OF BODY POSITIVITY ON THE TRADITIONAL BEAUTY STANDARDS / Salomé FEZAS / 2023
Permalink2022 FRM Exam Part I - Financial Markets and Products / GARP (GLOBAL ASSOCIATION OF RISK PROFESSIONALS) (2022)
PermalinkAttention crisis, over-solicitation: how can companies still capture the consumer? / Abigail CHAUDIER / 2022
PermalinkPermalinkBrand 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
PermalinkCelebrity 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
PermalinkPermalinkPermalinkPermalinkPermalinkDoes brand image promoted via social media in the sneaker sector impact the loyalty of young consumers (16-25 yo) ? / Charlotte BEDIER / 2022
PermalinkDoes the evolution of marketing reveal a growing alienation of the consumer? / Yacine GHARNATI / 2022
PermalinkDoes the new alliance between rap music and fashion luxury brands have an influence on consumer buying behavior ? / Gamze SOYLU / 2022
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkHow are digitalization and mobile apps reinventing the in-store customer experience? / Lise RAMADIER / 2022
PermalinkHow are digitalization and the rise of ecological awareness changing consumer buying behavior for books ? / Camille RAMOS / 2022
PermalinkHow can Green IT (Sustainable Technology) help overcome the growing customer trust crisis related to the emergence of the ecological situation? / Najoua LYAKOBY / 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 Marketing and the notion of identity improve the way we consume for the benefit of our well-being? / Kennie TOUSSAINTE / 2022
PermalinkHow can the market for responsible and sustainable clothes be made accessible to the most modest? / Sophie KUBWIMANA / 2022
PermalinkHow digital influencers leverage the Gen-Z’s purchasing intention in the beauty and fashion industries? / Ahoué Françoise DJIE / 2022
PermalinkHow do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
PermalinkHow do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022
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