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How do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
Titre : How do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? Type de document : Mémoire Auteurs : Perrine GARDIEN, Auteur Année de publication : 2022 Importance : 40 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
CONSOMMATION ; FONDATION ; IMAGE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; RELATIONRésumé : Over the past twenty years, the State has encouraged the development of philanthropy by reforming the regulatory framework for sponsorship and the taxation of donations. The number of foundations has risen sharply, and philanthropy has benefited from greater public visibility. Philanthropy was seen as a complement, or even a useful and modern substitute for public funding. Strongly involved in the construction of a fair and harmonious society, these foundations have multiple fields of action: culture, heritage, environment, social etc. Faced with a globalised luxury industry, the major houses have attempted to promote their image by distinguishing themselves through this tremendous lever. However, in recent years, the tone seems to have changed and criticisms of these hybrid institutions created by luxury houses and other large companies are growing. Due to the numerous commercial collaborations between art and luxury, the phenomenon of artification has become very popular and is applicable to all areas of luxury: merchandising, marketing, products, advertising, but also corporate foundations which are linked to artistic initiatives, and which are now at the heart of the sponsorship strategies of luxury brands. This sponsorship is defined as material support given, without direct counterpart on the part of the beneficiary, to an organisation or a person for the realisation of activities of general interest, which is notably part of the CSR strategies of companies. This raises the question of how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations? From the literature we can see that the luxury industry has provided several subsidies to the art industry, including helping many artists to work through collaborations or by exhibiting their work. Art can provide much-needed moral and aesthetic support for luxury companies, but also non-commercial connotations and a paradoxical legitimacy in relation to its high prices. On the other hand, luxury brings a new look to art, modernising it and making it accessible to everyone through large cultural and artistic institutions that have already promoted many artists. Artification helps this sector to minimise the motivation of social stratification of customer demand which favours more humanistic motivations such as elevation through objects that focus the work of talented artists, tradition and culture, art and creativity and timelessness (Kapferer, 2014). The motivations to carry out cultural and artistic patronage mentioned by the literature would allow luxury brands that are patrons of these projects to enjoy economic benefits, improve their images but also prove their commitments related to corporate social responsibility. However, according to the literature, luxury and CSR are totally incompatible concepts due to the incongruity of their values (Torelli et al, 2012) and corporate foundations may appear illegitimate, luxury brands run the risk of being suspected of being opportunistic and insincere (Anido Freire, Loussaïef, 2017). Consumers are therefore increasingly attentive and may perceive certain artistic initiatives as a way to improve the public image of the companies concerned. Unfortunately, there is very little research on the perceptions of the visitors and clients of these foundations, who are among the major actors in these projects. Therefore, in this essay, we decided to turn directly to the consumers and visitors of these luxury foundations in order to find out their perceptions of the commitments and legitimacy of these art foundations compared to other cultural institutions that are not commercial companies. Therefore, in this research paper, we want to investigate how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations. This research will first identify the role of moral foundations and the benefits of investing in corporate philanthropy. It will also allow us to determine the authenticity of brand commitments, how to overcome the value conflict in the promotion of luxury brands with CSR initiatives as well as to determine under which conditions the brand initiative appears legitimate in the eyes of the consumer. Finally, this research will enable us to determine whether the art-luxury relationship and more precisely the artistic foundations have an impact on the luxury consumption of its visitors or at least an impact on their perception of the brand involved. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564582 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
Titre : How the streetwear has impacted the fashion industry? Type de document : Mémoire Auteurs : Paul BLANQUET Année de publication : 2022 Importance : 27 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
MODE ; TECHNIQUE DE VENTE ; INDUSTRIE DU LUXE SECTEURRésumé : This study aims to understand the impact and what has brought streetwear to the fashion industry as a whole and therefore how much it has affected customer interactions. Several studies have shown the contribution of certain streetwear brands or testify to changes in the fashion industry, but rarely directly on the impact that this culture has had in general. Indeed, streetwear brings back a certain clientele that is different from those who currently have purchasing power, and therefore brings with it a new way of consuming and imposes new codes on the rest of the industry, as it has already established its own codes in its universe. A qualitative study was conducted with 10 people, in the form of an interview, who are consumers of streetwear and who are part of this cohort of customers. This study highlighted what was important to this generation, how streetwear has impacted them by following trends on networks like Instagram, how streetwear has or has not led them to test new purchasing practices, but also by seeing how much the choice of streetwear designers or muses has changed their way of seeing certain brands that were not necessarily accessible to them. Programme : MSc International Sales Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=574490 How to create effective differentiation in the context of intangible service industry? A specific focus on French luxury hotels and on pre-choice differentiation through e-reputation. / Julie KOT / 2022
Titre : How to create effective differentiation in the context of intangible service industry? A specific focus on French luxury hotels and on pre-choice differentiation through e-reputation. Type de document : Mémoire Auteurs : Julie KOT, Auteur Année de publication : 2022 Importance : 54 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 ; INDUSTRIE DU LUXE SECTEURRésumé : Differentiation can be created through e-reputation, and thus counteract the issue of intangibility linked with the services industry, and thus luxury hotels. The purpose of this research is to answer the question: How to create effective differentiation in the context of intangible service industry? A specific focus on French luxury hotels and on pre-choice differentiation through e-reputation. In other words, we will explore how luxury hotels can create an effective differentiation through e-reputation that will have an impact on the consumer before he makes a definitive choice. We will give luxury hotels insights into what they should focus on. To answer this question, a qualitative research was conducted: twelve consumers were interviewed, and one professional was interviewed. They were asked about their perceptions and expectations regarding the three different media we identified and put forward in our research: the review platforms, the hotel's website, and the social networks, especially Instagram. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564565
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 How will sustainability and consumers’ behaviors drive the luxury car market in the post-Covid era? Post-covid drivers of luxury automotive industry. / Léa DOS REIS SILVA / 2022
PermalinkHow will the transition to WEB 3.0 enable the change of consumption patterns in the luxury sector? / Elisa ROUSSEL / 2022
PermalinkL'impact du marketing des médias sociaux sur l'attitude des consommateurs à l'égard des marques : une étude des marques de luxe dans le monde digital / Duffy SAOIRSE / 2022
PermalinkInternational Case Studies on Tourism Destination Management and COVID-19 / Simon HUDSON / TAYLOR & FRANCIS GROUP (2022)
PermalinkLuxury: a bargain for the gaming industry. Why are gamers turning to luxury brands that enter the metaverse? / David BONDIN-DALLERA / 2022
PermalinkPermalinkRetailing second-hand luxury goods: Logical continuation or change of paradigm? / Jeanne FORLIVESI / 2022
PermalinkShould online visual merchandising be given more importance as an emotional transmitter for Gen Z and millennials, rather than in-store visual merchandising these days? / Marie-Juliette LOUVET / 2022
PermalinkPermalinkThe impact of Covid-19 pandemic on the tourism market in Dublin, Ireland, as for 2022. / François-Benjamin LAIR / 2022
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