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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 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 L’impact de la gamification sur l’image de marque d’une enseigne dans le secteur de la beauté / Valentine VERCASSON / 2021
Titre : L’impact de la gamification sur l’image de marque d’une enseigne dans le secteur de la beauté Type de document : Mémoire Auteurs : Valentine VERCASSON, Auteur Année de publication : 2021 Importance : 63 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
BEAUTE ; IMAGE DE MARQUE ; JEU
Entreprise
DIGITALRésumé : Cette thèse se propose d’étudier en quoi la gamification peut impacter positivement l’image de marque d’une enseigne et plus particulièrement d’une marque dans le secteur de la beauté.
Elle s’intéresse tout particulièrement à la mutation des concepts expérientiels provoquée par l’évolution des consommateurs au fil du temps. Ce nouveau phénomène, qui utilise les mécaniques d’un jeu vidéo à des fins non ludique, est en pleine expansion ces derniers mois poussé par l’explosion du digital et une crise sanitaire qui a réduit les contacts physiques. A travers des scénarios travaillés, des missions à accomplir et des récompenses à obtenir, les utilisateurs créent une véritable relation avec l’enseigne. Ainsi, une analyse quantitative offrant une immersion au sein d’un jeu gamifié a été menée afin d’apporter des solutions managériales ciblées. Les résultats nous permettent de confirmer que la gamification permet de développer de l’affection envers une enseigne provoquant l’envie d’acquérir ses produits ou de moderniser son image. Cependant, si une entreprise fait le choix de développer de la gamification dans sa stratégie de relation client, elle doit veiller à garder le contrôle afin d’éviter que celle-ci lui porte préjudice : déception ou comportements déviants.Programme : MS Études & Décision Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538841 Inlcusion 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 / 2021
Titre : Inlcusion 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? Type de document : Mémoire Auteurs : Glennys Margarita PARRA NIETO, 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
COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUE ; JOUET ET JEU SECTEURRésumé : The toy sector it is a saturated industry with a constant competition based on the quality of the materials, prices, brands in the market and play value offer to the children, so having a competitive advantage for toy companies is quite hard. Particularly the section of dolls is not the same as 50 years ago, even in 15 yearsthe industry has changed, it has been in constant evolution, directly proportional to how society has been changing. The new generations are more diverse and are committed to constant inclusion, which is why the toy industry has also been subject to these latest social trends. Therefore, this research study is related to inclusion and diversity in doll toy industry and how far should be focused on diversity and inclusion-oriented products for enhancing customer brand experience. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538665 Luxury brands communication about heritage on instagram and Tiktok. How to communicate the notion of heritage from luxury brands on social networks: Comparative analysis of Instagram and TikTok. / Gabrielle CHARTIER / 2021
Titre : Luxury brands communication about heritage on instagram and Tiktok. How to communicate the notion of heritage from luxury brands on social networks: Comparative analysis of Instagram and TikTok. Type de document : Mémoire Auteurs : Gabrielle CHARTIER, Auteur Année de publication : 2021 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
MARQUE ; COMMUNICATION PAR L'IMAGE
EntrepriseRésumé : Covid pandemic reinforced the fact that physical approach to consumer cannot be the lonely brands’communication strategy. Of course, marketing digital expansion began before the pandemic. However,this proves the need to consider various aspects of communication: particularly through social media.The goal of this qualitative study is to explore how luxury brands communicate about their heritage on Instagram and TikTok. The analysis of actual practices enables to compare both social media. Further
field-based research aims to determine which are the most impactful practices and how luxury brands can convey their message about heritage. This seminar paper is based on documentary investigation, personal empirical observation on social media and 10 in -depth interviews. Globally, this reveals intrinsic distinctions between Instagram and TikTok in term of use, engagement, users’ preferences,and brands’ reputation. The study demonstrates the importance of heritage in luxury, as a purchase driver as luxury symbol. Literature address easily luxury heritage brands as theoretical notion. However few literature papers link heritage and social media. Instagram is the most mentioned due to its success and its engaging power. This paper is one of the first considering TikTok as a significant social media for luxury brands. As a comparative analysis between Instagram and TikTok, the study highlights how they can be complementary and how they reach various generations. This paper is particularly interesting for luxury brands looking for how they can deal with new social media platforms and new generations of potential consumers. This paper can help them to adapt their content and to create a sensibilization to heritage towards younger generations.Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539128 Marketing d’influence et Marques de Sport / Alexis GOSSET / 2021PermalinkPermalinkMusic and brand image / Joffrey GEORGE / 2021PermalinkPackaging as a tool for sustainability: The case of luxury cosmetics / Manon BERNA / 2021PermalinkPopping open the effect of female figureheads on millenial's champagne purchaising intentions / Danika LEMINSKI / 2021PermalinkPre-owned; Luxury brand's new addition. Could the 2nd hand industry revive in store luxury retail experiences in fashion capitals (Paris & London) ? / HABRE CHLOÉ / 2021PermalinkPromoting authentic beauty in the cosmetic world: effect on the brand image / Raphaëlle NORMAND / 2021PermalinkQuel est l'impact du genre dans l'expérience des femmes dans le secteur financier ? / Emma MARSHALL / 2021PermalinkSustainability in Luxury : consumer perception in the era of COVID -19. How did the COVID-19 crisis changes the luxury consumer attitude regarding sustainable concerns? / Chloé MARTIN / 2021PermalinkThe brand value and its impact on the firm valuation / Mohamed Amine RAYHANE / 2021PermalinkThe impact of Nike’s reactions towards its scandalized athlete endorsers on the brand perception and consumption of Nike consumers and athlete’s fans / Louise SPILLEMAECKER / 2021PermalinkThe influence of country-of-origin in the case of Morocco / Lina BENADADA / 2021PermalinkThe Luxury Fashion in the Digital Era: The Impacts of the Influencers and Celebrities Integration on Consumer Behavior in Cross-cultural Context / Wittaya BURAPEE / 2021PermalinkTo what extent are social networks a relevant performance tool during the launch of a new brand? / Eloïse BENARD / 2021PermalinkWhat are the factors that influence the behaviour of consumers towards “best” private label brands of consumer products? / Elise DELORD / 2021PermalinkWhat is the impact of emotional sports brands associations on consumer perception of sports brands? / Clément CHAMBON / 2021PermalinkAugmented reality as a tool of storytelling for luxury brands / Kenza ESSAFI / 2020PermalinkBetween fascination and rejection, how do consumers perceive luxury brands despite the existence of counterfeits? / Allan KARSENTY / 2020PermalinkPermalinkPermalink
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