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The impact of the use of digital technologies on consumers’ perceptions of luxury brands / Marie Joe GEAGEA / 2023
Titre : The impact of the use of digital technologies on consumers’ perceptions of luxury brands Type de document : Mémoire Auteurs : Marie Joe GEAGEA, Auteur Année de publication : 2023 Importance : 30p. 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
INDUSTRIE DU LUXE SECTEUR ; TECHNOLOGIE ; MARKETING ACHATRésumé : Nowadays, the digital world is booming and gaining ground in the marketing strategies of brands. Social media platforms gained huge popularity among a big number of people during the last few years and new technologies such as augmented reality and virtual reality are emerging and attracting more and more people. Such practices are being increasingly adopted in the marketing strategies of brands. However, luxury brands differ from non-luxury ones in their attributes and in how people perceive them. To be successful, luxury brands’ marketers must decide on whether to include these digital practices in the marketing strategies of luxury brands and need to know exactly how to do so. This paper studied how the use of augmented reality, virtual reality and social media technologies in marketing strategies influences consumers’ perceptions of luxury brands. A qualitative study was conducted to assess the influence of the use of these digital practices on consumers’ perceptions of authenticity and exclusivity of luxury brands. Indeed, authenticity and exclusivity are major attributes of luxury brands. The study also aimed to asses whether luxury brands consumers are in favor of encountering luxury brands through augmented reality, virtual reality and social media technologies. The results showed a positive influence on consumers’ perceptions of luxury brands as long as the augmented reality and virtual reality technologies were of high quality and as long as the brand reflected its luxurious aura on social media. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581976 The impact of travel influencers on sustainable tourism development in Southeast Asia / TETAUD, EDWARD. / 2023
Titre : The impact of travel influencers on sustainable tourism development in Southeast Asia Type de document : Mémoire Auteurs : TETAUD, EDWARD., Auteur Année de publication : 2023 Importance : 28 p. Langues : Anglais (eng) Mots-clés : Management
TOURISME SECTEUR ; SUD EST ASIATIQUE ; DEVELOPPEMENT DURABLENote de contenu : 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. Programme : MSc Business Development & Clients Grands Comptes Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581887 The influence of male sexual orientation in the current conception and practice of dance in France / Mathieu GOMEZ / 2023
Titre : The influence of male sexual orientation in the current conception and practice of dance in France Type de document : Mémoire Auteurs : Mathieu GOMEZ, Auteur Année de publication : 2023 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 CULTURELLE SECTEUR ; ART ; CHANGEMENT SOCIALRésumé : In a symposium held at Avignon in 2003, Dominique Dupuy, choreographer and founder of the first ever professional modern dance company in France1, declared: “Dance is always included in the ellipsis at the end of a sentence” (Germain-Thomas, 2012, p.3), referring to the general lack of recognition towards the dance industry. However, in the recent years, dance has seen its general popularity significantly increase among other forms of performing arts in France, so much that it has growingly been recognized of cultural importance by the State, as proven by the raise of 77.95% in the subsidies granted for choreographic creation between 2000 and 20202. More and more, dance attracts people through all its consumption channels: videos, movies, television programs, lessons, workshops, street performances, competitions and staged shows. It is to be highlighted that the attendance to paid and free shows solely showcasing dance performance remains rather stable, as studied by the National Office for Artistic Diffusion (ONDA) and the General Direction for Artistic Creation (DGCA), but on the other hand, the number of professional companies have risen from 600 in 2000 to 1,400 in 2020 and
the number of practitioners reaches 3 million today3. If the results of the research about attendance can be nuanced by their provenance from 87 dance structures, which makes them not representative of the dancing scene as a whole, there is a clear tendency indicating that the growth in popularity comes more from the creative side than from the audience. In other words, watching dance is legitimate but becoming a professional dancer is now a valued status graced by deference.Programme : MSc Cultural & Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581678 The power of Social Networks: How Luxury Brands can adapt to evolving Consumer trends while maintaining their Exclusivity? / Angèle CHESNEAU / 2023
Titre : The power of Social Networks: How Luxury Brands can adapt to evolving Consumer trends while maintaining their Exclusivity? Type de document : Mémoire Auteurs : Angèle CHESNEAU, 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 ; CONSOMMATIONRésumé : This thesis contributes to the limited existing research on the use of social networks and social media influencers by luxury brands to promote their exclusive and prestigious character. Through our academic research, we explained what luxury is and showed why it would or wouldn't be relevant for these brands to use social networks and social media influencers, which are now an integral part of the new generations' new means of consumption. Therefore, our problematic is: "How can Luxury Brands use Social Networks and Social Media Influencers to strengthen their prestigious and exclusive Brand Image?" We tested 3 hypotheses as part of a quantitative analysis to show the effect of their use on the brand image of luxury brands. We showed that there is indeed a relationship between the use of social networks and social media influencers and the prestigious and exclusive brand image of luxury brands. Furthermore, we have shown that this relationship is mediated by consumer engagement and that familiarity with the brand possibly moderates this relationship, but this requires further research with a larger sample. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581951
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 To what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? / Aurélia BARRIOL / 2023
PermalinkTo what extent has gemstone traceability improved the transparency of jewellery houses regarding the customer experience ? / Salomé RYCKEBOER / 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 financial and environmental impacts of implementing the Natural Capital Accounting (NCA) method for companies in the luxury sector? The case of Kering's EP&L / Léa MONTIER / 2023
PermalinkPermalinkPermalinkPermalinkBrand extensions in the experience economy era. The trend of luxury fashion brands entering theHospitality world. How does the brand perception of Bulgari Hotels compare to that of Bulgari stores? / Laura GIUSSANI / 2022
PermalinkCelebrity endorsements and their influence on purchase intentions of fast-moving consumer goods: a study to analyse the influence of celebrities in the fmcg industry / Reetam GHOSH / 2022
PermalinkPermalinkDoes the new alliance between rap music and fashion luxury brands have an influence on consumer buying behavior ? / Gamze SOYLU / 2022
PermalinkHow can luxury brands attract and engage with Generation Z through Social Medias? / Tiphaine DAUDET / 2022
PermalinkHow can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022
PermalinkHow can watchmaking companies position themselves and adapt to the current environmental and social contexts and their challenges? / Alexis BARKER / 2022
PermalinkHow do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
PermalinkHow should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022
PermalinkPermalinkHow 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
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