Mots-clés
Documents disponibles dans cette catégorie (3079)
![](./images/expand_all.gif)
![](./images/collapse_all.gif)
![Tris disponibles](./images/orderby_az.gif)
Etendre la recherche sur niveau(x) vers le bas
The impacts of augmented reality on the cosmetic shopping experience online / Marie WITTEVRONGEL / 2020
Titre : The impacts of augmented reality on the cosmetic shopping experience online Type de document : Mémoire Auteurs : Marie WITTEVRONGEL, Auteur Année de publication : 2020 Importance : 33 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
CONSOMMATEUR ; TECHNOLOGIE ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING EXPERIENTIELRésumé : The use of augmented reality to provide an incredible customer experience has gained ground in the brand marketing strategies. Indeed, with the emerging trend in demand, customer are now looking for meaning and pleasure during their shopping experience, especially in the consumer-centric industries, such as the cosmetic industry, which has already started implementing AR module on their website, in store or in pop-up events, to improve customer experience, stir the emotions and improve brand loyalty.
This research paper aims to investigate the impacts of the use of augmented reality in the context of an online cosmetic shopping journey, through a quantitative study. Our study first shows that the use of augmented reality allows adding a hedonic, sensorial and personalized service to a traditional online shopping experience, but not an additional informational service. In a second step, we tried to prove the impact of these additional services on the online shopping experience. There was positive impact on the purchase intention and the brand loyalty, however not on the decision process. And finally we focused on the moderator variables that can affect the whole experience: the personal users characteristics, as narcissism, body image and body esteem, and finally openness toward novelties, which has surprisingly been proven not to be a moderating variable.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529813
Titre : The influence of brand gender on consumer brand engagement on Instagram Type de document : Mémoire Auteurs : Léa COCAIGN, Auteur Année de publication : 2020 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 DU CONSOMMATEUR ; MARQUE
EntrepriseRésumé : This paper contributes to prior marketing literature studying brand gender and its impact on consumer behavior. More precisely, we propose a conceptual framework to investigate how the two gender dimensions of brand personality influence the consumer brand engagement on Instagram. The moderating effects of biological sex and gender identity on this relationship are also considered. Instagram has been chosen, as it is becoming an increasingly used social network, becoming a key communication tool to understand for companies and brands. Thus, our research question is the following: To what extent does brand gender influence consumer brand engagement on Instagram?
To test our different hypotheses, a quantitative study had been conducted, to understand the online behaviors of consumers on a certain category of products (luxury and sports apparel). Consumers were asked if they followed, on Instagram, specific brands, targeted as high in femininity or high in masculinity, and if yes, to answer questions regarding their perception of these brand, their online behavior towards these brands, and their perception of themselves. This enabled us to test the influence of the feminine/masculine brand personality traits on the engagement of consumers online and the impact that the sex of the individuals or their perceived gender identity could have as a moderator.Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531077 The influence of frequent price changes and perceived price fairness on price and brand image. Evidence from the French gasoline market. / Oleg KERSKEN / 2020
Titre : The influence of frequent price changes and perceived price fairness on price and brand image. Evidence from the French gasoline market. Type de document : Mémoire Auteurs : Oleg KERSKEN, Auteur Année de publication : 2020 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
FRANCE ; MARQUE ; PRIX ; IMAGE DE MARQUERésumé : This study investigates the effects of frequent price changes on brand image on the gasoline market. Therefore, the variables such as frequent price change, perceived price fairness, price and brand image are tested for correlations. As brands on the gasoline market do not differentiate from each other regarding their main product, this market carries perfect conditions to test on how price shapes consumers brand perception. The study finds frequent price changes to slightly influence negatively perceived price fairness. Consistent with prior research it can be proven that price fairness correlates with price image. Against all expectations, a direct influence of frequent price changes on brand image could not be found. Also, price image does not seem to be determining brand image, as both variables do not correlate. This study includes data sets from 81 respondents. Data was collected using an intercept survey method at gasoline stations in March 2020 in Reims, France. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529784 The influence of Green Marketing on Instagram on the consumer purchasing patterns in the bottled water market / Marie CHIRAC / 2020
Titre : The influence of Green Marketing on Instagram on the consumer purchasing patterns in the bottled water market Type de document : Mémoire Auteurs : Marie CHIRAC, Auteur Année de publication : 2020 Importance : 36 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 DU CONSOMMATEUR ; MARCHE ; MARKETING ENVIRONNEMENTAL ; RESEAU SOCIALRésumé : Purpose – This paper’s purpose was to understand whether highlighting a green claim in an advertising campaign on social media (i.e. Instagram) for a bottled water brand was adding any value and whether it influenced consumers’ purchasing patterns and encouraged them to adopt greener buying practices. Methodology – In order to test the hypothesis, a Qualtrics survey was made. 98 volunteers participated to the survey. The example in the questionnaire was the bottled water brand Evian Water, and compared one of its green ads (i.e. emphasizing carbon neutrality achievement) versus one of its regular marketing campaigns on Instagram. To test the significance of the differences between the groups, T-tests were conducted, and means of both groups were compared.Findings – This survey found that people who had seen the ad with the green message believed that the information in the ad would allow them to make a better purchasing decision, compared to the group who saw the regular ad. It was also demonstrated that the green ad encouraged them to be more responsible and to adopt a more sustainable purchasing behavior. Finally, it was established that some respondents would buy a product because of the environmental claims displayed in the advertisement, and that they would generally pay more for a sustainable brand of bottled water. However, the influence of Instagram on the purchases was not demonstrated, and the attitude towards the green ad was not always favorable. Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529151 The influence of social media marketing activities in purchase intention of millennial consumers / Brenda Joanna FAJARDO LUIS / 2020
Titre : The influence of social media marketing activities in purchase intention of millennial consumers Type de document : Mémoire Auteurs : Brenda Joanna FAJARDO LUIS, Auteur Année de publication : 2020 Importance : 46 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 : Français (fre) Mots-clés : Management
MARKETING ACHAT ; CONSOMMATEUR ; ACHATRésumé : In line with the current fast growing trend of using social media marketing (SMM) activities among brands and the variety of social networking advertising categories that exist nowadays; this research aims to examine the effectiveness in purchase intention of millennial consumers through an experimental study. The model will also test the partial mediating role of brand equity and the analysis of age and social media usage in this relationship. 118 participants answered an online survey in Qualtrics that measures purchase intention of respondents toward two stimuli; influencer’s recommendation and digital content on official brand social networking accounts. In order to reduce bias caused by previous brand attachment, two brands were taken into consideration in this experiment, in which one brand was randomly assigned to each participant. It was demonstrated that social media marketing content has direct relationship on building brand equity through engagement content, and consequently, brand equity triggers purchase intention in millennial consumers. Moreover, this study reveals that the impact of age and social media usage does not affect the relationship of purchase intention after being exposed to social media content. Finally, it was found, under the demographic conditions of this research, that the positive effect of purchase intention is stronger in digital content generated by brand social networking accounts than influencers endorsement.
The findings of this study can enable brands to have a better landscape of future purchase behaviour of their millennial consumers, as well as, provide a guidance to manage their marketing efforts more efficiently.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=534287 The labelling practices of vegetarian and vegan products, in the french food processing and distribution sectors / Adèle FOUSSIER / 2020
PermalinkPermalinkTHE OPTIMAL MARKETING & QUALITY-DISCOUNTING STRATEGY FOR A FIRM SELLING PERISHABLE GOODS / Elodie PRIORIS / 2020
PermalinkThe Role of gender as criterion for cultural and creative products and services segmentation / Mélanie COLTEL / 2020
PermalinkPermalinkThe use of Blockchain technology by companies in order to increase the willingness to purchase of customers. / Sarah FARJAOUI / 2020
PermalinkTo what extent do French pop and folk music artists adjust their creation process and strategies to the market expectations in order to make a living out of their art / Pierre DESBOIS / 2020
PermalinkTo what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? / Louise MARAGE / 2020
PermalinkTo what extent French millennials' wine consumption habits differ from previous generations / Marine BUTTIENS / 2020
PermalinkPermalink
![rss](https://cataloguelibrary.neoma-bs.fr/images/rss.png)
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
-
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26
-