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How sustainability and sustainable practices, implemented by some luxury fashion brands, may have an impact (positive or negative) on French consumers' willingness to pay? / Juliette FAURE / 2021
Titre : How sustainability and sustainable practices, implemented by some luxury fashion brands, may have an impact (positive or negative) on French consumers' willingness to pay? Type de document : Mémoire Auteurs : Juliette FAURE, Auteur Année de publication : 2021 Importance : 31 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
MARQUE ; MODE ; CLIENTRésumé : In recent years , sustainability has begun to emerge in the luxury fashion sector and sustainable practices are more and more exercised by the brands of the sector. But, are consumers really sensitive to these practices or do they not care at all? And if they are sensitive, is it more positive or negative? Are these practices valued, prized by consumers or, on the contrary, feared? This quantitative study was conducted to answer these questions and to find variables and factors that can explain the different attitudes, the different behaviors that consumers can have and their willingness to pay in relation to sustainability in the luxury fashion industry. The results of this study point out the actual sensitivity of French luxury consumers regarding sustainable practices performed by luxury fashion brands. This sensitivity is particularly positive for the practice of “local sourcing and production”, for all types of consumers. Then, consumers who are part of the Generation Z (youngest generation) are the only ones to have their willingness to pay for a product whose materials are animal-friendly, impacted positively.The study also has limits as it focuses on French luxury consumers and nationality could have an impact on the willingness to pay, of luxury consumers, for brands that exercise sustainable practices. Indeed,consumers of different nationalities, cultures and traditions can have a different willingness to pay regarding sustainability. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539131 How to build a music social ecology, based on user participation and emotional marketing / Shumin HOU / 2021
Titre : How to build a music social ecology, based on user participation and emotional marketing Type de document : Mémoire Auteurs : Shumin HOU, Auteur Année de publication : 2021 Importance : 23 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
ECOLOGIE ; MUSIQUE ; CULTURE ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING CULTURELRésumé : The purpose of this seminar is to explore how user engagement affects the recognition of music platforms and how music platforms can leverage emotional marketing to lead the innovative development of digital music platforms, based on the core vocabulary of "music ecology".
Based on an in-depth scientific study of digital music communication, marketing science, and the perspective of users after my personal use, the actual music business platform model is explored. It aims to provide a preliminary framework for theory and practice. A practical case study of the operation of the NetEase Cloud Music platform will echo the main theoretical perspectives highlighted in Part I. It will also provide a reflection on the social ecology of digital music, a current trend.Programme : MSc Cultural & Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538568 "How to counterfeiting modifies buying behavior in terms of experience and brand relationship" ? / Jean FUSIER / 2021
Titre : "How to counterfeiting modifies buying behavior in terms of experience and brand relationship" ? Type de document : Mémoire Auteurs : Jean FUSIER, Auteur Année de publication : 2021 Importance : 26 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
COMPORTEMENT ; CONTREFACON ; MARQUE ; RELATIONRésumé : According to the National Institute of Industrial Property (a French public and administrative establishment) in charge of working for the economic development of companies on the territory by organizing and managing the registration and deposit of industrial property titles (trademarks, patents, models, drawings);Counterfeiting is defined as the imitation, copying or use of an intellectual property right, in whole or in part, without the prior authorization of its owner.This phenomenon is a major economic and social issue as it spares no sector; food, cosmetics,ready-to-wear, automotive and even medical. It is also on the rise; according to the French authorities,the number of customs seizures is constantly increasing.The extent of the phenomenon demonstrates a certain demand on the part of consumers, whether or not it is expressed with full knowledge of the facts. For several years now, several researchers have been studying this demand to understand it, to theorize about it and to highlight the various consumer behaviors in relation to counterfeit products.I decided to focus on luxury brands because they are the main targets of counterfeiting, due to their popularity. Based on a quantitative study carried out on 30 people and on an analysis of the existing literature on this subject, we will try to better understand consumer behavior, their motivations and thought processes that lead them to buy counterfeit products. We will also explore the relationship between consumers and the legitimate and counterfeit brands, and the possible effects of counterfeits on the consumer's relationship with the legitimate brand. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539129 How to marketing domestic perfume brand in China / Weiyi ZHENG / 2021
Titre : How to marketing domestic perfume brand in China Type de document : Mémoire Auteurs : Weiyi ZHENG, Auteur Année de publication : 2021 Importance : 31 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
CHINE ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING STRATEGIQUERésumé : The aim of this study is to reveal how Chinese perfume brands can build more effective marketing strategies in the Chinese market to face competition from internationally renowned brands. The study is based on three notions: national product awareness, digital marketing and consumer purchasing behavior, in the context of this study. This study contributes to the gap in the literature by providing marketing decision reference for domestic perfume brands, intending to face the increasingly fierce competition from international brands in the new consumer environment. This is accomplished through qualitative analysis and empirical research. The study uses interviews with different kinds of Chinese consumers to answer two research questions: consumers' attitudes towards domestic perfumes and how domestic perfumes attract consumers. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538653 How to rethink ephemeral festive events in a context where social proximity is under scrutiny? / Antoine DARNET / 2021
Titre : How to rethink ephemeral festive events in a context where social proximity is under scrutiny? Type de document : Mémoire Auteurs : Antoine DARNET, Auteur Année de publication : 2021 Importance : 28 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
CULTURE ; SANTE ; MARKETING INDUSTRIELRésumé : Despite its prohibition, the ephemeral festive event has never really disappeared. People have never stopped partying and seeking out this social relationship.
How can we rethink ephemeral festive events in a context where social proximity is under attack?
First of all, we will draw a portrait of the festive events market before the appearance of the COVID-19. Then we will try to draw a picture of the stakes of the festive structures in the current conjuncture, keeping in mind this notion of topicality and therefore we will accept that some of the notions approached in this dissertation will prove potentially incomplete at the time of its reading. Finally, we will evoke different solutions to preserve the ephemeral festive event and its economy while reducing the risks of transmission.Programme : MSc Cultural & Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538560 L’impact de la gamification sur l’image de marque d’une enseigne dans le secteur de la beauté / Valentine VERCASSON / 2021PermalinkImpact of green marketing in agribusiness and consequences on its customers in France / Clara SAVY / 2021PermalinkImpact of green marketing on household products consumers in France / Elsa NONROY / 2021PermalinkDe l'inbound marketing à l'ABM, Account-Based Marketing / Gabriel SZAPIRO / Pearson (2021)PermalinkInfluence of Cause-Related Marketing in FMCG Industry on Brand Attitudes and Purchase Intentions of Generation Z in China / Xiaolei JIANG / 2021PermalinkInlcusion and diversity in doll toy industry - How far should the doll toy industry be focused on diversity and inclusion-oriented products for enhancing customer brand experience? / Glennys Margarita PARRA NIETO / 2021PermalinkInstagram, outil de communication privilégié pour la vente de vêtements d'occasion sur internet / Marie-Émilie BOSSI / 2021PermalinkL’Intelligence Artificielle remplacera-t ’elle un jour les publicitaires ? / Valentin VOURIOT / 2021PermalinkLes intentions aux actions : Une approche critique pour déterminer les implications des influences sociales et économiques de la génération Z sur la progression du mouvement de la mode lente / Dara MORAHAN / 2021PermalinkLuxury brands caught between scarcity and massification: how can luxury brands recreate value for their customers through Artketing? / Victoria STEINHART / 2021Permalink
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