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THE IMPACT OF COMMERCIALIZATION ON THE PERCEPTION OF STREET ART / Elise RIEFFEL / 2020
Titre : THE IMPACT OF COMMERCIALIZATION ON THE PERCEPTION OF STREET ART Type de document : Mémoire Auteurs : Elise RIEFFEL, 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
ART ; CONFLIT SOCIAL ; URBANISME ; COLLABORATION INTER ENTREPRISESRésumé : Street art, which started as an underground, transgressive art form, has been gaining more
and more atenton in the past fears. Afer fears of being considered as illegitmate and unworthf
of entering the art world, its aesthetc and artstc value is now widelf recognized, turning it into a
mainstream art movement. Street art is garnering interest all across the world and impactng not
onlf the art world, but also other felds such as advertsing, tourism or real estate. Although it
atempts to retains its subversiveness and independence while also woreing hand in hand with
local governments and corporatons, just how successfullf it accomplishes that goal is subject to
debate. While some collaboratons are met with acclaim, others are accused of denaturing the
movement entrelf. Mf research aimed to gain insight into the public’s percepton of street art, as
a counter-cultural movement or merelf a commercial art form, as well as determine how
collaboratons between artst and brands afect their images, with a focus on importance the ft
between the two. Through a survef, I was able to infer that the public tends to perceive street art
as compatble with the commercial world, and to confrm that a poor ft between artst and brand,
in the context of a collaboraton, lead to the deterioraton of both of their images to the public.
4Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531707 The impact of social medias on football club activity in a globalised system / Vincent HULLO / 2020
Titre : The impact of social medias on football club activity in a globalised system Type de document : Mémoire Auteurs : Vincent HULLO, Auteur Année de publication : 2020 Importance : 29 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
MONDIALISATION ; RESEAU SOCIAL ; SPORTRésumé : The use of social medias has become a necessity as well as an opportunity for all professional football clubs in France and around the world. Many articles and books on these different subjects show that football and its supporters have developed their way of doing things and interacting over the last decades to the point where social networks have become the means to unite everyone.
However, through these social medias, the question arises as to the digital strategy of the clubs, which have had the will to become true national and multinational brands and must take responsibility for their aspects.
The qualitative study carried out shows the importance of these social networks for professional clubs in 3 steps: financial gains around merchandising and ticketing, the gain of proximity and loyalty of supporters, and finally the will to expand and seek new supporters outside the borders.Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531023 The influence of CSR communication on the attitude of consumers in the sector of renewable energies / Léa DETHOOR / 2020
Titre : The influence of CSR communication on the attitude of consumers in the sector of renewable energies Type de document : Mémoire Auteurs : Léa DETHOOR, Auteur Année de publication : 2020 Importance : 23 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
RESPONSABILITE SOCIALE DE L'ENTREPRISE ; ENERGIE RENOUVELABLE ; COMPORTEMENT ; CONSOMMATEURRésumé : Environmental and social awareness is today an ever-growing trend among society, and consumers are increasingly expecting concrete actions in this respect from businesses. The challenges and opportunities are great for companies, and they need to communicate efficiently about their CSR activity. Indeed, researches have shown that badly received CSR communication, or reveal of greenwashing can have disastrous consequences for companies. But there is not as much research done today about the actual positive effects of CSR communication on consumers.
Using the elaboration likelihood model, the influence of CSR communication on the consumer’s attitude was studied, depending on the route processing used, in order to help companies to tackle the question of CSR communication, and the way it could influence, positively and negatively, their consumer’s behavior.
To do so, this paper examined this question by analyzing the effect of two commercials communicating about a same company’s CSR commitment, using the central route processing and the peripheral route processing. It was found that while CSR communication does have an effect on the affective and cognitive attitude of the consumer, its effect on conative attitude, and therefore purchase intention, is not as certain. However, given the threat posed by poor CSR communication or a proven case of greenwashing, it is still important for companies to work effectively on their CSR communication, even if it is not what will convince consumers to buy in the first place.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529824 The influence of Green Marketing on Instagram on the consumer purchasing patterns in the bottled water market / Marie CHIRAC / 2020
Titre : The influence of Green Marketing on Instagram on the consumer purchasing patterns in the bottled water market Type de document : Mémoire Auteurs : Marie CHIRAC, Auteur Année de publication : 2020 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
COMPORTEMENT DU CONSOMMATEUR ; MARCHE ; MARKETING ENVIRONNEMENTAL ; RESEAU SOCIALRésumé : Purpose – This paper’s purpose was to understand whether highlighting a green claim in an advertising campaign on social media (i.e. Instagram) for a bottled water brand was adding any value and whether it influenced consumers’ purchasing patterns and encouraged them to adopt greener buying practices. Methodology – In order to test the hypothesis, a Qualtrics survey was made. 98 volunteers participated to the survey. The example in the questionnaire was the bottled water brand Evian Water, and compared one of its green ads (i.e. emphasizing carbon neutrality achievement) versus one of its regular marketing campaigns on Instagram. To test the significance of the differences between the groups, T-tests were conducted, and means of both groups were compared.Findings – This survey found that people who had seen the ad with the green message believed that the information in the ad would allow them to make a better purchasing decision, compared to the group who saw the regular ad. It was also demonstrated that the green ad encouraged them to be more responsible and to adopt a more sustainable purchasing behavior. Finally, it was established that some respondents would buy a product because of the environmental claims displayed in the advertisement, and that they would generally pay more for a sustainable brand of bottled water. However, the influence of Instagram on the purchases was not demonstrated, and the attitude towards the green ad was not always favorable. Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529151 The influence of identity on charitable donations / Typhaine DE PETIGNY / 2020
Titre : The influence of identity on charitable donations Type de document : Mémoire Auteurs : Typhaine DE PETIGNY, Auteur Année de publication : 2020 Importance : 50 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
CULTURE ; MOTIVATION ; PERSONNALITE ; COMPORTEMENTRésumé : They are many different motivations that can influence us into making a donation. For instance, for some people it can be empathy and for others the wish to do good and be impactful. Research has shown that who we are as a person also plays a part in our donation behavior. Therefore, we can ask ourselves how and to what extent does identity influence one person’s donations habits ? To answer this question, I followed a qualitative approach and conducted interviews on several adults in France to figure out their motivation for giving to charities and how their identity played a part. Upon analyzing my results, I have found that identity does have an influence on charitable giving. However, it can be separated into three parts each influencing our donation habits in different ways: personal, social and moral identity. All respondents are not influenced in the same way by all these identities, some value their local community and are therefore influenced by their social identity when others are more influenced by their values which speak to their personal and moral identities. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531080 PermalinkThe long-term impact of sport applications on consumers' motivation and physical performance / Solène CHAMPEIX / 2020PermalinkPermalinkThe role of school in preventing childhood obesity and the actions it can undertake / Ludivine POISSON / 2020PermalinkThe use of Tinder of French student campuses / Elise BARTHELME-SEIGNON / 2020PermalinkUnisex and gender-fluid fashion: what are the alternative for a good inclusion of the non-binary community in fashion? / Elaine LAURENT / 2020PermalinkWhat are Instagram influencers’ attributes that convince customers to consume healthy? / Yasmine EL BOURY / 2020PermalinkWhat factors affect online impulse buyibg during the shopping festivals / Ze WANG / 2020PermalinkWhat is the effect of body positive advertising on women’s minds, in the lingerie industry? Is there a difference according to women’s age? / Eléna GROULEAUD / 2020PermalinkWhat is the impact of design on buyer decision-making process for board games in France ? / Anouk GIRARD-DAGNAS / 2020Permalink
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