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Titre : The impact of brand value on firm valuation Type de document : Mémoire Auteurs : Elina DUPUIS, Auteur Année de publication : 2020 Importance : 25 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
EVALUATION D'UNE ENTREPRISE ; MARQUE ; COTATION DES TITRES ; FINANCE D'ENTREPRISERésumé : In today’s world, the brand’s influence is stronger than ever, and brand managers are aware of the brand’s growth and expansion. Overall, it is essential to increase sales and develop the company.
The purpose of this seminar paper is to examine the impact of brand value over firm valuation and more specifically the relationship between brand value and market capitalization in the aim to know if brand valuation is a relevant information for investors.
The demonstration is quantitative and data is analyzed through a regression model within a sample of 515 observations, the results are analyzed according to their statistical and economic significance.
The findings indicate that brand value has a strong positive relationship with the market capitalization. On this basis, investors have a vested interest in understanding brand value and using it in their investment choices, but it is also something that companies have to take into account in their strategic and investment decisions in order to develop their brand equity.Programme : PGE-Rouen Spécialisation : Finance d’Entreprise - Corporate Finance Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531086
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 labelling practices of vegetarian and vegan products, in the french food processing and distribution sectors / Adèle FOUSSIER / 2020
Titre : The labelling practices of vegetarian and vegan products, in the french food processing and distribution sectors Type de document : Mémoire Auteurs : Adèle FOUSSIER, Auteur Année de publication : 2020 Importance : 22 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
CANAL DE DISTRIBUTION ; DISTRIBUTION ; ETIQUETAGE ; LABEL DE QUALITERésumé : In the past few years, flexitarian, vegetarian and vegan lifestyles have become more popular among people’s lives worldwide. As recent and trendy movements, veg lifestyles are more and more calling for accurate, simple, and authentic labelling practices. Unfortunately, veg(etari)an labels today are not standardized and therefore difficult for consumers to understand and adopt, especially with the existence of two different types of certifications: private producer labels and third-party labels from independent organization.
A few studies have already been conducted regarding food labels in general, but also regarding veg diets and legal claims, as well as regarding the differences in terms of implications of both producer and third-party labels. But no findings have been brought yet concerning the role and understanding of these certifications in a consumer-focused perspective.
Therefore, the purpose of the following research is to identify the role of veggie labels on consumers’ purchase decision-making process. The goal is also to determine customers’ preferences regarding producer and third-party labels and their understanding of both. The results of the study highlight that consumers do pay attention to veg(etari)an certifications because they are useful. However, the findings also underline that labels are not clear enough on what they fully implicate, especially concerning the production process of veg products.
As a consequence, this study definitely proves that consumers today are calling for authentic and complete legal regulations, from governments or European organizations, to ensure the truthfulness of veggie products, from the source of the ingredients to the process of production. However, the research also implicates that labels as we know them for now may not be the most accurate formats for veg food goods.Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529157 The Role of gender as criterion for cultural and creative products and services segmentation / Mélanie COLTEL / 2020
Titre : The Role of gender as criterion for cultural and creative products and services segmentation Type de document : Mémoire Auteurs : Mélanie COLTEL, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATION ; CULTURE ; SERVICE SECTEUR ; GAMME DE PRODUITSRésumé : In this seminar paper, we will first introduce the definition of cultural and creative industries, and the notion of gender. Then, we will focus on the passed and actual state of the cultural products and services market and how consumers are perceiving the notion of gender in cultural industries. The goal is to find out the actual trends of people’s consumption in cultural products and services. Then, we will study the limits of the gendered marketing, because the changing society leads to mentality evolution and gender redefinition. The former notion of “gender” is then put into question. And lastly, we will lead a quantitative study to analyse if gender perceptions and roles are genuine influential factors in terms of cultural consumption and see if stereotypes are still present in this open-minded society that is fighting for gender equality. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529100 PermalinkTo what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? / Louise MARAGE / 2020
PermalinkPermalinkPermalinkComment faire adhérer les hommes au maquillage masculin, à travers la communication, tout en limitant les effets des stéréotypes de genre ? / Aurore PARIS / 2019
PermalinkPermalinkComment les réseaux sociaux peuvent-ils influencer l'expérience candidat ? / Narjiss BENIOURI / 2019
PermalinkPermalinkDans l’industrie de la défense, quels sont les leviers que les forces commerciales support peuvent mettre en place pour améliorer leurs performances ? / Sujeeth SUSINTHIRAN / 2019
PermalinkDans quelle mesure la personnalisation symbolique influence la fidélité d’un consommateur à une marque ? / Claire PROST-ROMAND / 2019
PermalinkEntre Grandes Maisons de Champagne et Vignerons Indépendants, l’engagement en faveur de la viticulture biologique ne fait pas nécessairement consensus et n’est-il pas source de clivage ? / Laure DELHOME / 2019
PermalinkPermalinkHeritage as an enabler of strategic reconfigurations: Evidence from luxury fashion companies / Dinara VOLCHKOVA / 2019
PermalinkPermalinkHOW DO CHEFS INFLUENCE THEIR AUDIENCE'S FOOD PREFERENCES BY SHARING THEIR SUSTAINABLE CHOICES ON MEDIA? / Flore DEGHAYE / 2019
PermalinkHOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? / Jasmine CHORTANI / 2019
PermalinkPermalinkPermalinkPermalinkMade in Italy: how much Italians know about Terroir? An empirical study on Parmigiano Reggiano and Grana Padano / Giulia GABIATI / 2019
PermalinkPermalinkPermalinkMARKETING STRATEGIES TO PROMOTE SUSTAINABLE CONSUMER BEHAVIOR: How can companies involved in sustainable development overcome negative stereotypes on responsible behavior in order to make sustainability attractive to the eyes of consumers? / Lotta GIPOULOU / 2019
PermalinkPermalinkPhygital within the Luxury Cosmetics Industry Luxury cosmetics brands integrating digital in-store: what fallouts for customers and corporations? / Caroline ANHALT / 2019
PermalinkEn quoi les influenceurs sont-ils des leviers importants dans le développement des stratégies des marques dans le secteur des jeux vidéo ? / Arnaud BOMPY / 2019
PermalinkPermalinkSocial Influence and Consumer Behavior: Millennials and X Generation’s Purchase Intention Towards Green Cosmetics / Fanny MARCO / 2019
PermalinkPermalinkPermalinkPermalinkLe système d’appellation et la perception d’authenticité par les consommateurs : l’exemple du vin de Porto / Andreia MACEIRA / 2019
PermalinkPermalinkThe influence of nostalgia on food consumption : Which features of a brand most influence nostalgic individuals in their food consumption ? / Lisa KANDIN / 2019
PermalinkPermalinkPermalinkPermalinkValuation of the brand in football clubs. A case study: Real Madrid Club de Futbol / Vincent DODU / 2019
PermalinkWhat are the motivational factors that encourages young consumers into purchasing luxury goods? / Angélica BAEK / 2019
PermalinkWhat is the impact of the brand’s image on the adoption of the self-driving car? / Théo GENEVOIS / 2019
PermalinkAn Introduction to Derivative Securities, Financial Markets, and Risk Management / Robert A. JARROW / WORLD SCIENTIFIC PUBLISHING COMPANY (2018)
PermalinkAre health claims powerful enough to make consumers trade branded products for poorly known but healthier ones? / Eugénie CASTRES / 2018
PermalinkL’attachement au lieu en grande surface spécialisée : cas de l’enseigne Darty / Xavier COCHET / 2018
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