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What are the dynamics of the Luxury Home Decor market ? A customer-based approach. / Alice ROCHA / 2022
Titre : What are the dynamics of the Luxury Home Decor market ? A customer-based approach. Type de document : Mémoire Auteurs : Alice ROCHA, Auteur Année de publication : 2022 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 : Anglais (eng) Mots-clés : Management
DECORATION ET FINITION SECTEUR ; PRODUIT DE LUXE ; CONSOMMATIONRésumé : The luxury decoration market offers its customers a particularly elitist lifestyle : between rarity, design and precious materials, each product is designed to satisfy the specific needs of its consumers in search of intellectual elevation and comfort of life. The aim of this research is to understand the underlying factors of the luxury decoration consumer : his perception of the subject, his buying motivations and his customer journey. In order to establish a solid theoretical basis, the literature review revisits the concepts of consumer behavior in the luxury market, as well as the (sociological) theories of self-perception through the consumption of luxury goods. In a second step, we review the basics of the concept of decoration, and what the "luxury" dimension brings to this concept. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562223 What are the reasons why people buy and are increasingly interested in luxury pastries? / Agathe DUCRON / 2022
Titre : What are the reasons why people buy and are increasingly interested in luxury pastries? Type de document : Mémoire Auteurs : Agathe DUCRON, Auteur Mention d'édition : 29 p. Année de publication : 2022 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
BOULANGERIE ET PATISSERIE SECTEUR ; CREATIVITE ; INDUSTRIE DU LUXE SECTEUR ; LABEL DE QUALITERésumé : "The salty nourishes, and the sweet rejoices", these are the words of Pierre Hermé, elected best pastry chef in the world in 2016. Often overshadowed by gastronomy and the names of great chefs, pastry-making, as well as the creators behind these sweet pleasures, have begun to make a name for themselves over the past twenty years. More and more recognized as an art in its own right, where precision and meticulousness are the key words, today's pastry-making is distinguished by its ability to revisit classics, emblematic desserts of the French heritage, and seems to want to dust off the recipes of our parents and grandparents. Transformation, creation, metamorphoses and even signature, pastry-making has become a haute couture creation, an art that we put one’s name on. Indeed, it is internationally known that France is known, recognized, and admired for its gastronomy. Coupled with this image of culinary excellence, we must note that what makes France famous on an international scale, remains in its art of handling the sweet: French pastry has always fascinated tourists coming to succumb to French sweets, and in recent years, this profession has become increasingly known, it has risen to the same rank of technicality as gastronomy, and great names of French pastry chefs are now known throughout the world, as Pierre Hermé and Cédric Grolet for example. The pastry has even ended up being represented on the small and big screen. For example, macaroons are everywhere, from the series Gossip Girl with the character Blair who eats macaroons in her bath all the time, to Sophia Copola's 2006 movie Marie-Antoinette, with the Queen making them macaroons as her guilty pleasure. Similarly, streaming giant Netflix has taken up the subject by creating a documentary called "Chef in a truck", which follows the famous pastry chef of the Ritz, François Perret, on a trip in a foodtruck to showcase his pastries in Los Angeles. In addition, Netflix has created a multi-episode documentary entitled "À l'école du chocolat", which follows pastry chef Amaury Guichon, star of the social media, known internationally for his sculptural pastries, and the series follows the forerunners of eight professionals trained by the chef at the school he founded. This is why we wanted to understand the reasons for this "boom" in luxury pastry, this growing interest among the public in a profession that until twenty years ago was known only to amateurs. Then we identified as the research problem the following: patisserie, which a few decades ago was of no particular interest and was just associated with a dessert to be eaten at the end of a meal, has now become an expensive ephemeral art that is attracting increasing interest. For this, we wanted to analyze the reasons why people buy and are increasingly interested in luxury pastries. The answer to this question will help us to reflect from a managerial point of view on how luxury patisseries manage this growing interest, and especially what their strategies are to surprise even more. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564580 What is the impact of Covid-19 on sensory marketing in the food and beverage retail industry? / Camille POTIER / 2022
Titre : What is the impact of Covid-19 on sensory marketing in the food and beverage retail industry? Type de document : Mémoire Auteurs : Camille POTIER, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
MARKETING SENSORIEL ; PRODUIT ALIMENTAIRE DIVERS SECTEUR ; INDUSTRIE DE LA BOISSON SECTEUR ; COMMERCE ELECTRONIQUERésumé : Sensory marketing is about marketers using human senses: vision, hearing, smell, taste, and touch to appeal to consumers and influence their behaviour and purchase intention. Retailers in the food and beverage industry play a lot with these senses to make consumers want to buy products by using their emotions and feelings. Sensory marketing is a powerful asset for marketers but since Covid-19 this strategy is shaken. Indeed, Covid-19 has consequences that directly affect the senses. For instance, because of Covid-19 consumers are forced to wear a face mask which avoid them from correctly using their smell and taste senses. Among people who caught Covid-19, some of them lose a part of their senses: smell and taste. The purpose of my study is to empirically show how Covid-19 had an impact on customers’ experiences and habits during their grocery shopping and then on sensory marketing practices which are in line with customers’ behaviour. This paper is based on both quantitative and qualitative research about consumers’ grocery shopping habits and experiences before, during, and after the Covid-19 pandemic. This paper first relies on past research to show how sensory marketing practices can be a strong strategy for food and beverage retailers, how Covid-19 had an impact on these practices in this sector, and how retailers can adapt themselves by developing online sensory marketing practices. Past studies are not abundant about the impact of Covid-19 on customers’ grocery shopping experience and on sensory marketing. That is why I would like to go further on this topic. This research confirms that sensory marketing practices, especially visual marketing are powerful to influence customers during their grocery shopping experience whether in-store or online. Then, this paper relies on customers’ experiences and habits to know if the two main consequences of Covid-19 which directly affected senses, namely the wear of a face and the loss of smell and taste, had a real negative impact on customers and thus on sensory marketing practices. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572767
Titre : What is the impact of pop-up stores on the image of fashion luxury brands? Type de document : Mémoire Auteurs : Lisa BERREBI, Auteur Année de publication : 2022 Importance : 29 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
INDUSTRIE DU LUXE SECTEUR ; MARKETING STRATEGIQUE ; MARKETING SOCIAL ; MARQUERésumé : The purpose of this study is to analyze and observe the potential effects of the implementation of a new retail strategy that has been rising over the past few years among fashion luxury brands: pop-up stores, also known as ephemeral stores. More precisely, we want to observe if this strategy has an impact on brand image for fashion luxury brands whether it is positive or negative through the eyes of the consumers. The qualitative method using 10 semi-structured interview was used. The study finds out that the customer experience provided in pop up store differ from the one we can get in traditional fashion luxury shop. It is original, creative and leaves marks in minds. Pop up shop provide emotions and enable to develop an emotional attachment to the brand. In this way, the customer experience happening in pop up stores was seen as an enhancer of the image of fashion luxury brands. Moreover, the atmosphere in the luxury fashion pop up shop is seen as more accessible and informal thanks to the merchandising, product disposition as well as the attitude of the salespeople who are perceived as warmer and friendlier. All these elements increase the likelihood of consumers to rush into the fashion luxury pop up store, much more than it would for a classic luxury retail store. Last but not least, the accessibility and the decor created within the pop-up store, which in general is disruptive compared to the rather sober decor of luxury fashion retail stores, lessens the prestigious image of this category of brands, which until now have been reserved for only a part of the population. This analysis could also be useful and interesting for fashion luxury brands that wants to implement a pop up regarding their positioning as well as communication strategies inside the temporary shop. Indeed, it is important for brand to keep a coherence between what they show and convey in a pop up and their initial brand identity. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572733 What is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? / Zaina KACHAD / 2022
Titre : What is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? Type de document : Mémoire Auteurs : Zaina KACHAD, 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
PUBLICITE ; WEBMARKETING ; COMPORTEMENT DU CONSOMMATEUR ; INTERNETRésumé : In today's world where social media is an integral part of our daily lives, influencer marketing, as a new marketing method, has become increasingly influential on consumers' daily behaviours. The purpose of this thesis is to show whether different attributes of a product placement on social media, made by influencers, can directly impact the consumer’s brand perception and therefore his or her intention to purchase the product or service in question. At the beginning of this paper, a comprehensive literature review was conducted, which was used to filter out the different definitions that were considered as relevant and interesting in connection with the topic dealt with in this piece of work. With the help of a conceptual model, which also was set up within this thesis, three hypotheses were formulate that were tested by a quantitative study carried out using an online questionnaire. The last section of this paper was dedicated to the discussion of the results and the implications of the research. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572754 What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022
PermalinkWhen companies make statements about CSR and particularly environmental topics, what makes customers trust in their commitments ? / Clotilde RAMON / 2022
PermalinkWhy are consumers buying products on e-retailers’ websites? Case of selective beauty market. / Léonie MOÏZO / 2022
PermalinkWhy are Spotify users fully engaged in the customer experience without being afraid of their data being collected? / Amélie GEORGIN / 2022
PermalinkWith the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022
PermalinkPermalink2021 FRM Exam Part I - Financial Markets and Products / GARP (GLOBAL ASSOCIATION OF RISK PROFESSIONALS) (2021)
PermalinkAppreciating cidre, is it only a matter of taste? A qualitative analysis on cidre perception among French millennials / Mary-Lou JORANDON / 2021
PermalinkL’approche de la clientèle chinoise par les marques françaises de prêt à porter de luxe – comment celles-ci s’adaptent-elles ? / Eva HOFFMAN / 2021
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