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How phygital strategies can transform the customer experience into a purchase in the luxury sector? / Léa NOËL / 2022
Titre : How phygital strategies can transform the customer experience into a purchase in the luxury sector? Type de document : Mémoire Auteurs : Léa NOËL, Auteur Année de publication : 2022 Importance : 32 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
ACHAT ; ENSEIGNE ; MARKETING EXPERIENTIEL ; VENTE ; VENTE A DISTANCE ; WEBMARKETINGRésumé : We are currently living in a digital era, where everything can be done thanks to an Internet connection. This also applies to purchase, people can order food, clothes and even luxury goods with fingertips, anywhere and at any time. Thus, it may represent a challenge for luxury brands as the compatibility between luxury and digital is not obvious, due to completely different features. The covid-19 pandemic reinforces the changes in the purchasing behavior and, even for luxury goods, ordering online became a norm. This paper is based on the academic research which focused on the new way of purchasing related to digital. However, a qualitative approach completes this study by giving insights on what luxury consumers think about this specific industry and about the addition of digital means in the physical store. The aim is to see what phygital strategy should be implemented in luxury stores in order to trigger the purchase. Currently, many consumers are looking for experiences to live through a brand, especially in luxury which a sector strongly linked to the dream. This paper can be useful for luxury brands in order to know if digital tools have an impact on the desire to buy a product and thus define the right phygital strategy to transform the customer experience into a purchase. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564584 How should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022
Titre : How should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? Type de document : Mémoire Auteurs : Sofia SILVA RODRIGUES, Auteur Année de publication : 2022 Importance : 39 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
COMPETITIVITE ; COSMETIQUE ET PARFUMERIE SECTEUR ; ECOLOGIE ; INDUSTRIE DU LUXE SECTEUR ; MARQUERésumé : Giving the current trend and demand of consumers for sustainability in luxury cosmetics, this present study aims to understand consumers’ perception on this subject in order for luxury cosmetic brands to communicate efficiently on the topic and gain competitive advantage. Therefore, the objective of this study is to answer this general following question: how should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? To answer this question and provide specific recommendation to luxury cosmetic brand’s marketers, a qualitative analysis method was chosen in order to have a deeper understanding of consumers’ perception of sustainable luxury cosmetics as well as of luxury cosmetic brand’s sustainable engagements. Moreover, it also allows to have specific insights on which information consumers are attracted in luxury cosmetic brand’s sustainable communication. The result of this study shows that even though consumers don’t specifically look for the sustainable dimension in luxury cosmetics when they are purchasing them, they still are attracted to it and think it is good and important for luxury cosmetic brands to do it as it is their duty. The present study also gives insight to marketers in terms of information to convey to consumers in their sustainable communications. Indeed, the main result of this present research shows that marketers should communicate primarily on their sustainable engagements as it increases their credibility and image. To do it, the results shows that they should use natural images and clear numbers for consumers to instantly understand the naturality of their product or their sustainable engagement and be attracted to it. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564588 How the conjunction of sensory and digital marketing influence consumer’s purchase experience in the fragrance industry? / Pauline BOSSON / 2022
Titre : How the conjunction of sensory and digital marketing influence consumer’s purchase experience in the fragrance industry? Type de document : Mémoire Auteurs : Pauline BOSSON, Auteur Année de publication : 2022 Importance : 43 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 ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING SENSORIELRésumé : The world is going digital, and brands need to adapt and to find solutions to market, position and sell their products online to the new generations that are more and more connected. Sensorial marketing is one of the most powerful tools of the shopping experience in stores but how to transpose it to marketing digital? Is phygital the future? My research tries to answer these questions across the spectrum of the perfume industry. After doing the literature review of marketing, sensorial marketing, digital marketing and phygital I will analyse the perceptions of perfume consumers of online shopping experience and make them live a sensorial experiment to find out if they are receptive to this technique and what the reasons are for this in order to provide study elements for professionals in this sector. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564561
Titre : How to implement Memetic Power in Luxury Fashion Communication Strategies? Type de document : Mémoire Auteurs : Marco SALCINI, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; MARQUE ; POLITIQUE DE COMMUNICATION ; STRATEGIERésumé : Proximity to the consumer and high involvement towards the brand in luxury fashion have traditionally meant low luxury value of the brand (Park et al., 2018), confirming the conceptual link to the traditional attributes of distance and scarcity at the very basis of the notion of luxury (Kapferer and Bastien, 2009).
In 2019, however, Laura Sherman for Business of Fashion, in “Traditional PR Doesn’t Work Anymore. Here’s What Does” stated that traditional ways to communicate are no longer effective. After several interviews with Luxury Fashion communication professionals, she asserted that brands were supposed to be friendlier, more relatable, and closer to the consumers and to give the buyers an actual reason to talk about them. Among the thriving brands, she mentioned Simon Porte Jacquemus, and defined his eponymous brand as a “perfect meme fodder”. Sherman’s article also confirms existing literature on the fact that traditional celebrity placement doesn’t work either. Indeed, celebrity marketing might be effective to raise awareness (Campbell and Farrell, 2020) for low and medium involvement products (Khan and Chapa, 2021), therefore not luxury fashion, but macro, micro and even nano-influencers - those with less than 10,000 followers as per Campbell and Farrell (2020) - who are closer to the public and to whom the average users mirror themselves, result more believable, as they are more authentic and relatable (Khan and Chapa, 2021; Campbell and Farrell, 2020). On this note, memes can be considered a very popular tool for Generation Z to market luxury fashion brands, especially on platforms such as TikTok (Edelmann, 2020), due to their ability to convey direct, authentic messaging (Shifman, 2018) to a sharply targeted community and for their ability to go viral (Zanette et al., 2019). Nonetheless, until today, there are no contributions in scientific literature investigating the possible applications of memes in luxury fashion communication. Hence, in this dissertation, I would like to contribute to the conversation, and inspire other academics to further investigate this topic.Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564587
Titre : L’impact des influenceuses/eurs sur le choix des consommateurs. Type de document : Mémoire Auteurs : Ulrich LEPAGE, Auteur Année de publication : 2022 Importance : 65 p. 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 : Français (fre) Mots-clés : Management
INFLUENCEUR ; MARQUE ; CONSOMMATEURRésumé : De nos jours, les entreprises sont toutes ou presque sur les réseaux sociaux et ont vu émergés des leaders d’opinions sur ces plateformes, les influenceurs. Ce mémoire s'intéressera à l’impact des influenceurs sur le choix des consommateurs et de comment utiliser ces influenceurs dans le but de favoriser l’acte d’achat des consommateurs.Nous nous focaliserons principalement sur trois axes d'influence : l’augmentation du chiffre d’affaires accroitre la notoriété et améliorer l’image de marque. Nous verrons que même si tous les influenceurs ne sont pas parfaits, ils aident grandement à l’augmentation du chiffre d’affaires via différents types de collaborations comme les placements de produits ou bien la co?création.Nous verrons, que contrairement à ce que nous pensions, accroitre une notoriété n’est pas une mince affaire via les influenceurs. Enfin, nous verrons que les micros-influenceurs, proche et honnête avec leur communauté sont les mieux placés pour améliorer l’image de marque Programme : Tema Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566734 “In the aftermath of Covid-19 crisis, how to manage resilience in the Supply Chain? The case of mega sport events” / Alexiane HARDY / 2022
PermalinkIn the launch phase, how to boost the visibility of a digital startup with limited financial resources? / Ilyas Mohamad EL HACHIMI / 2022
PermalinkIn which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? / Anthony GALASSO / 2022
PermalinkL’industrie agroalimentaire : Comment les entreprises de l'industrie agroalimentaire adaptent leurs gammes de produits afin de répondre aux attentes des nouveaux consommateurs ? Un exemple du marché de la viande végétale en Europe. / Charlotte HARTMANN / 2022
PermalinkPermalinkInfluencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands / Juanita GUTIERREZ / 2022
PermalinkPermalinkInternationalization of Luxury Fashion Firms / Andrea RUNFOLA / SPRINGER INTERNATIONAL PUBLISHING AG (2022)
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