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The effects of brand storytelling and luxury jewelry indoor shopping experience on luxury brand retention and loyalty in Taiwan (cross-culture comparison between Taiwan and France) / Wenping LIN / 2023
Titre : The effects of brand storytelling and luxury jewelry indoor shopping experience on luxury brand retention and loyalty in Taiwan (cross-culture comparison between Taiwan and France) Type de document : Mémoire Auteurs : Wenping LIN, Auteur Année de publication : 2023 Importance : 43 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 ; ETUDE DE MARCHE ; BIJOUTERIE ET JOAILLERIE SECTEURProgramme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581730
Titre : The impact of Gamification on Customer Loyalty : For what reasons can customers drop out of gamified platforms and stop being loyal to a brand? Type de document : Mémoire Auteurs : Amandine COQUARD-MOLINARI, Auteur Année de publication : 2023 Importance : 43 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
CONFIANCE ; COMPORTEMENT DU CONSOMMATEUR ; COMMERCE ELECTRONIQUERésumé : The purpose of this research paper is to study the impact gamification has on customer loyalty. Customer loyalty is key to any business, as it costs less than acquiring new customers and guarantees future profits. However, it becomes harder to retain existing customers in the online world. It is really interesting to study it in relation to gamification which has gained popularity over the last decade, and particularly since Covid-19 as brands have been trying to survive in an online environment.
Studies have proved that gamification can increase customer loyalty through customer engagement. However, these studies have some limitations and did not identify to what extent this relationship is true, as some respondents were still dropping out, and no research has studied the
phenomenon yet. Hence, this research paper explores under what circumstances people can drop off gamified platforms and have lower customer loyalty because of gamification. The objectives of this study are to identify whether gamification can lower customer loyalty and what the most common reasons why customers drop out of the gamified platforms and potentially stop being loyal to the brand are. We also aim to explore the different reasons for this reaction so asto have a deeper understanding of consumer behaviour. A qualitative study based on sixteen semi-structured one-to-one interviews has been conducted, each one of them lasting at least 45 minutes. The interviewees were aged between 20 and 61 years old, with a majority between 20 and 30 years old, representing the most common users of gamified apps. They come from different backgrounds in order to vary opinions with age, country, occupation, and level of study.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581931
Titre : The Relationship between Patriotic Consumption and In-Group Bias : Exploring the Effects of National Identity on Consumer Behavior Type de document : Mémoire Auteurs : Alexia PERU, Auteur Année de publication : 2023 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
NATION ; COMPORTEMENT DU CONSOMMATEUR ; GESTION DE LA QUALITERésumé : This article examines the impact of a sense of national identity on consumption behavior, focusing on the propensity to pay for patriotic products and the perception of their quality. The results reveal a positive relationship between the feeling of national identity and
the willingness to pay a higher price to support products reflecting individuals' culture and country of origin. In addition, people with a strong sense of national identity tend to perceive patriotic products as being of higher quality. However, it should be noted that these findings are based on a limited sample size and a specific context, requiring further study for a better generalization of the results. These insights provide interesting implications for marketing practitioners and corporate decision-makers, helping them to understand how national identity can influence consumer preferences and choices.Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581717 To what extent does the use of black and white in communication can positively impact the consumer behavior ? / Madeleine VEREECKE / 2023
Titre : To what extent does the use of black and white in communication can positively impact the consumer behavior ? Type de document : Mémoire Auteurs : Madeleine VEREECKE, Auteur Année de publication : 2023 Importance : 30 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 ; IMAGE ; MARKETING STRATEGIQUERésumé : The research project is first studied from the perspective of research previously established with the literature review explores key concepts related to the use of color and black and white in advertising.
It highlights the positive impact of color ads on consumers, stressing that color can influence their decision-making and elicit positive emotions. On the other hand, it examines the impact of black and
white advertising, noting that it can be used to create differentiation and influence consumer memory. The literature review also offers theories on the use of black and white to promote products by establishing a psychological distance.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581940 To what extent is the gendered marketing of brands through their products still relevant in the new context of gender definition? / Emma RIO / 2023
Titre : To what extent is the gendered marketing of brands through their products still relevant in the new context of gender definition? Type de document : Mémoire Auteurs : Emma RIO, 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
COMPORTEMENT DU CONSOMMATEUR ; MARKETING ACHAT ; GAMME DE PRODUITSRésumé : This paper contributes to the few existing research about the relevance of gendered marketing, when the binary male-female segmentation appears increasingly obsolete in favour of a beter representation of different gender identities. The research question addressed in this study is the extent to which gendered marketing of brands through their products remains significant in influencing consumer behavior in this new context of gender definition. A quantitative study was conducted to explore the role of gender in consumption, the impact of gendered marketing on purchasing decisions, and the evolving atitudes towards traditional gender norms. The aim was to verify: if gender no longer plays a role in consumption, if consumers are more likely to buy products that are marketed in a way that meets their gender expectations, and if gender criteria remain relevant under certain conditions during consumption. Statistical analysis has shown that gender continues to be an important factor influencing consumer behavior in consumption, particularly as consumption allows consumers to express their gender identity thanks to products meeting their gender expectatioons. Paradoxically,though, the preponderance of this factor is becoming less dominant, which reflects a change in consumer atitudes. In this sense, brands should also, as part of their strategy, offer products that address the trend towards neutrality, to accommodate the spectrum of gender identities. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581981 To what extent will the introduction of the metaverse in the cosmetics industry change consumer habits ? / Margot ROBIC / 2023
PermalinkWhat are the factors influencing consumers’ preference for peer-to-peer and brands platforms when engaging in online second-hand consumption ? / Romane RIGAUD / 2023
PermalinkPermalinkWhat is the influence of PET packaging on the purchase intention and perception of red wines among French millennials? / Manon VOIRIN / 2023
PermalinkBiometric technologies in smart devices : an user experience and brand trust model / Maria Camila SILVA GUAJARDO / 2022
PermalinkPermalinkPermalinkDoes the evolution of marketing reveal a growing alienation of the consumer? / Yacine GHARNATI / 2022
PermalinkPermalinkLe futur de la tradition : Développer l'expérience client de l'industrie de la mode de luxe dans un monde numérique pour les nouvelles générations Y, Z / Cristina HORTELANO / 2022
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