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The impact of celebrity endorsement on consumer’s purchase intention of perfumes. / Oumaima DALOUSSI / 2020
Titre : The impact of celebrity endorsement on consumer’s purchase intention of perfumes. Type de document : Mémoire Auteurs : Oumaima DALOUSSI, Auteur Année de publication : 2020 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
PUBLICITE GRAND PUBLIC ; COSMETIQUE ET PARFUMERIE SECTEUR ; CONSOMMATEURRésumé : Thinking about the concept of celebrity endorsement, the first thing that comes to mind is advertising; a famous marketing strategy used by companies in order to promote their new products, attract consumer’s attention and create an association between the brand and the target audience.
Celebrity endorsement is currently used in many industries and one of the sectors that frequently uses this concept is the fragrance industry; for each new perfume, companies launch an advertising campaign using a well-known celebrity. For this reason and also for the lack of studies on this sector, this paper aimed to analyze if celebrity endorsement has an impact on consumer’s purchase intention of perfumes and if so, which celebrity’s attributes generate a positive influence. Thanks to the survey results, it has been showed that the majority of respondents think that the fit between celebrities and perfume brands is excellent and that it is the only factor that influences positively their purchase intention. Another factor, which also mainly influences consumer’s purchase intention is the smell of the fragrance.
Finally, as the current literature review has some weaknesses, this paper had also secondary purposes such as analyzing the impact of celebrity endorsement on consumer’s attention and knowing more about the perception of respondents towards celebrity endorser, celebrity endorsement and attractiveness concepts.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529822 The impact of recycled textiles on the consumer purchase in the fashion industry : ADIDAS X PARLEY for the ocean insight / Marco FILIDORO / 2020
Titre : The impact of recycled textiles on the consumer purchase in the fashion industry : ADIDAS X PARLEY for the ocean insight Type de document : Mémoire Auteurs : Marco FILIDORO, Auteur Année de publication : 2020 Importance : 44 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
DEVELOPPEMENT DURABLE ; PRODUCTION ; PUBLICITE ; RECYCLAGE ; TEXTILE SECTEURRésumé : Purpose of the research: This study aims to analyse the preference of consumer towards the advertisement for a new product with recycled material, in particular it will be developed using the Adidas X Parley collection. This study should help to understand what is the optimal advertisement strategy, in order to optimize sales for a eco-friendly product, which stands for a better environment. The main variables tested, since firstly it is in the interest of companies, will be willingness to purchase and willingness to pay, but, in addition, there will be an attention for the tastes of consumers. Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529156 What 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 / 2020
Titre : What is the effect of body positive advertising on women’s minds, in the lingerie industry? Is there a difference according to women’s age? Type de document : Mémoire Auteurs : Eléna GROULEAUD, Auteur Année de publication : 2020 Importance : 51 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
FEMME ; PSYCHOLOGIE ; PSYCHOLOGIE SOCIALE ; PUBLICITE ; TEXTILE SECTEURRésumé : This seminar paper relates the diktats of the “perfect body” in our society which led to the emergence of a movement called body positive. Different brands started therefore, to take advantage of the movement in advertisings. This paper aims to analyse the effect of these body positive advertisings, in the lingerie industry, on women’s minds. Its goal is also to see whether there are differences between women, in relation to their age. Thanks to a quantitative study, which gather the opinion of 322 women, it appears that body positive images are well received by women, the feelings they have are way more positive than compared with traditional campaigns, no matter how old they are Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531021 Business model to compete in a digital transformation in Vietnam advertising industry : A case of Masso Group Vietnam / Thi Thao Phuong NGUYEN / 2019
Titre : Business model to compete in a digital transformation in Vietnam advertising industry : A case of Masso Group Vietnam Type de document : Mémoire Auteurs : Thi Thao Phuong NGUYEN, Auteur Année de publication : 2019 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
PUBLICITE ; VIET NAM ; WEBMARKETINGRésumé : The emerging of "digital era", and the fact that Vietnamese consumers are also digital-driven will be mention in detail in this paper. As a result of the market study, advertising firms have seized the opportunity to integrate into the digital space. The later analysis focuses on understanding how advertising agency operating in this industry can transform their business model to remain competencies and profitability, also observing how investigates the new value creation logic system. The RCOV framework is used to exploit Masso Group case study in Vietnam advertising market to value a theoretical relationship between resources and competencies, organization, and value in dynamic diversify environment. Then figure out the strategic design in detail and what is their business model for a transform success. Finally, using the case study of Masso Group is as an example of how other traditional advertising agencies shift their business model to compete today. Note de contenu : PGE: Bibliogr. P. 25-27 Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=496394 MARKETING 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
Titre : MARKETING 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? Type de document : Mémoire Auteurs : Lotta GIPOULOU, Auteur Année de publication : 2019 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
CONSOMMATEUR ; MARQUE ; STRATEGIE ; PUBLICITE ; CONSOMMATION ; DEVELOPPEMENT DURABLERésumé : Can well established company’s tackle stereotypes linked to responsible consumer behaviors effectively ? This study aims to see how far stereotypes linked to sustainability in consumer choices are present today and to what extent they differ when a consumer is exposed with different marketing campaigns promoting a sustainable product or service.This study explores the strength of stereotypes, the importance of brands in this process and the relation between the establishment of the brand and possible stereotypes. Are stereotypes barriers for consumption ? Or are they not the biggest concern anymore, because other barriers arise ? Through this paper, we will suggest new ideas about these different elements and see how they can interact with each other. Note de contenu : PGE: Bibliogr.P. 28-32 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497672 PermalinkYearbook Shortlist / Boulogne-Billancourt : CB news (2019)
PermalinkPermalinkComment les femmes sont-elles représentées dans la publicité, pourquoi sont-elles représentées de cette manière et quelles sont les attitudes des consommateurs vis-à-vis de ces représentations ? Focus sur les publicités de parfum de luxe / Izette KELLY / 2018
PermalinkCommunication / VUIBERT (2018)
PermalinkPermalinkPermalinkLes enjeux de l'utilisation de la musique en publicité pour une entreprise vis-a-vis des consommateurs ? / Killian PERROT / 2018
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