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Titre : The role of artification in experiental marketing for luxury brands : How can artification be used in experiential marketing strategies to enhance the luxury brand experience and build consumer loyalty? Type de document : Mémoire Auteurs : Clara MIRRE, Auteur Année de publication : 2023 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
INDUSTRIE DU LUXE SECTEUR ; MARKETING EXPERIENTIEL ; ARTRésumé : The democratization of luxury through masstige and brand extension has caused a shift in the luxury industry's conventional strategy. Nowadays, luxury brands are confronted with problems such as digitalization, new consumer trends, and the challenge to atract a younger target composed of Gen Z. Luxury businesses are increasingly embracing artification, the process of changing non-art products or practices into art, and rely on experiential marketing to stay relevant and provide consumers with an exceptional experience. This study aims to look into how artification can be used to improve the luxury brand experience and increase consumer loyalty. While previous research has focused on the transformation of the client experience through artification, this study aims to investigate how customers perceive artification and its impact on brand loyalty. Luxury brands atempt to provide customers with a one-of-a-kind experience to maintain their exclusivity, and emotionally connect with them through collaborating with artists or organizing exhibitions. We will also investigate the potential limits of artification strategies adopted by luxury companies and their impact on consumer perceptions. The findings of this study can help managers and firms to improve their customer experience and develop brand loyalty by providing insights into the effectiveness of artification in experiential marketing. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581936 The role of marketing activities in the competition between ethical fashion brands and traditional fashion brands / Amélie SOUGNEZ / 2023
Titre : The role of marketing activities in the competition between ethical fashion brands and traditional fashion brands Type de document : Mémoire Auteurs : Amélie SOUGNEZ, Auteur Année de publication : 2023 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
TEXTILE SECTEUR ; MARKETING STRATEGIQUE ; ETHIQUERésumé : The fashion industry has witnessed a growing shift towards ethical fashion, driven by increased consumer awareness and concerns about social and environmental sustainability. Sustainable fashion is
becoming increasingly important to consumers, particularly younger generations, who are more socially and environmentally conscious than ever before. As a result, the demand for sustainable and ethical
fashion products is growing, and this is creating a new market niche for fashion brands that prioritize ethical production methods.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581939 To what extent do the labels reflect the sustainable investment strategy of the funds ? / Camille LAMBERTYN / 2023
Titre : To what extent do the labels reflect the sustainable investment strategy of the funds ? Type de document : Mémoire Auteurs : Camille LAMBERTYN, Auteur Année de publication : 2023 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
INVESTISSEMENT SOCIALEMENT RESPONSABLE ; LABEL DE QUALITE ; CRITERE D'INVESTISSEMENTProgramme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581830 To what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? / Aurélia BARRIOL / 2023
Titre : To what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? Type de document : Mémoire Auteurs : Aurélia BARRIOL, Auteur Année de publication : 2023 Importance : 33p. 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 ; INDUSTRIE DU LUXE SECTEUR ; IMAGE DE MARQUERésumé : Colour and typography are the first elements that consumers perceive. They are essential in building the brand image and brand personality of a brand. This is particularly true for jewellery brands. This study aims to show that luxury jewellery brands distoinguish themselves from accessible brands through colour and typography. For this purpose, a qualitative study was conducted. For this study, it was chosen to interview a sample of ten people, all female: women being the majority consumers and priority targets of brands in the jewellery industry. They were asked about their perception of luxury jewellery brands and also about their feelings towards the colour and typography of different jewellery brands. They were presented with five brands: two so-called accessible brands (Pandora, Histoire d'Or) and three luxury brands (Boucheron, Cartier and Tiffany & Co). The purpose of these choices was firstly to compare all the brands, to understand the similarities and differences that these consumers perceive. The second objective was to compare the luxury brands with each other. The three luxury brands chose very different codes, whether in terms of colour (black and white for Boucheron, red for Cartier and blue for Tiffany & Co) or in terms of typography (upper/lower case, script/straight, different thickness of leters, etc.). It was also interesting to compare the adjectives used for the Cartier and Histoire d'Or brands, red being the colour used by these two brands. The results of this study showed that we can confirm hypothesis H1: luxury jewellery brands are distinguished from accessible brands through colour. On the one hand, the colours used by the different luxury brands do not leave one indifferent, unlike the accessible jewellery brands. On the other hand, the adjectives and associations associated with luxury brands are completely different from those of accessible jewellery brands. The words and references used to describe colours for luxury brands are mostly linked to chic, elegance, originality, nobility. As for the accessible jewellery brands, they refer to an impression of déjà vu, which does not stand out. This study also confirmed the H2 hypothesis: luxury jewellery brands are distinguished from accessible brands by their typography. The results are very similar to those reported for colour. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581946 To what extent does the use of black and white in communication can positively impact the consumer behavior ? / Madeleine VEREECKE / 2023
Titre : To what extent does the use of black and white in communication can positively impact the consumer behavior ? Type de document : Mémoire Auteurs : Madeleine VEREECKE, Auteur Année de publication : 2023 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 page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; IMAGE ; MARKETING STRATEGIQUERésumé : The research project is first studied from the perspective of research previously established with the literature review explores key concepts related to the use of color and black and white in advertising.
It highlights the positive impact of color ads on consumers, stressing that color can influence their decision-making and elicit positive emotions. On the other hand, it examines the impact of black and
white advertising, noting that it can be used to create differentiation and influence consumer memory. The literature review also offers theories on the use of black and white to promote products by establishing a psychological distance.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581940 To 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
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