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Titre : The industry of fashion & photography Type de document : Mémoire Auteurs : Camille DENOMAISON, Auteur Année de publication : 2022 Importance : 35p. 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 ; MODE ; PHOTOGRAPHIERésumé : The creation of social networks in the 21st century has created new interests among the population. As of October 2021, the social network Instagram had over 1.393 billion users on its network. Its primary use is for sharing content, photo, and video, to its community. Over time, some communities have become dominant and some celebrities such as Cristiano Ronaldo has more than 464 million followers. This type of network has nevertheless allowed many photographers to develop, to share their content and one type of photography has strongly imposed itself: fashion photography. Following a rather discreet evolution since the 19th century, it has nevertheless been able to mark the times by evolving in its time. Through the development of photographic techniques, the fashion industry and fashion magazines, fashion photography has found its place. Its presence, sometimes considered as a real economic asset, has been able to sell and put in art the creators and houses of each of these times. Its presence in our society, at the same time idolized by a part of the population and at the same time source of anguish for others, is not without attracting polemics and threats. It is a profession, in spite of all these debates, artistic which does not cease evolving in its time Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=565244
Titre : The role of influencers in consumers’ purchase intention Type de document : Mémoire Auteurs : Julie ZINS, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
MEDIA SOCIAL ; COMPORTEMENT DU CONSOMMATEUR ; COMPORTEMENT ; GESTION DE CONTENU
EntrepriseRésumé : Influencers have become essential actors for brands that use them more and more in their marketing strategy. Indeed, according to a study conducted by Hubspot (2022), 85% of marketing professionals aim to increase their brand awareness thanks to influencers.The massive use of influencers by brands plays a role in the buying behavior of consumers through different levers: behavior, awareness and content. We were able to observe, through the empirical study, that the behavior and the notoriety of an influencer do not play a major role in the purchase intention of consumers. They are seen as untrustworthy people with a profit motive more important than sincerity. Surprisingly, we also found that the size of the community (the number of subscribers) does not have an impact on the purchase decision. However, we can see that the content through its characteristics and the arguments of the influencer have an influence on the consumer's buying behavior. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572775 To what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? / Antoine ROUQUET / 2022
Titre : To what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? Type de document : Mémoire Auteurs : Antoine ROUQUET, 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 e bouton connexion en haut de la page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; MARQUE ; SPORTRésumé : The purpose of this research is to analyze the impact of long-term team performance on consumers through their attitude to the brand sponsoring the team and their intention to purchase. Based on previous research conducted, this relationship is analyzed while introducing a moderator which is the congruence or fit between a sponsored team and its sponsor brand. Here, the following question will be studied: To what extent do the performances of sports teams have an impact on the sponsor's brand with the consumer?Quantitative research was design to analyze these effects. Based on a questionnaire designed with Qualtrics.com, 143 responses from several social networks (i.e., Schools, LinkedIn, Facebook,Instagram) were analyzed to confirm or disconfirm four hypotheses. This study confirmed assumptions made, finding that the long-term performance of a team impact positively the consumer’s attitude to the sponsor brand and intention to purchase. Also, these findings suggested a moderating effect of perceived congruence/fit between the team and its sponsor, strengthening the positive effects of long-term team performance on attitude to the brand and intention to purchase. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566725 To what extend does the deposit system influence consumers in the luxury cosmetic sector ? / Clémence DUPREZ / 2022
Titre : To what extend does the deposit system influence consumers in the luxury cosmetic sector ? Type de document : Mémoire Auteurs : Clémence DUPREZ, Auteur Année de publication : 2022 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte office 365 via e bouton connexion en haut de la page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; DEPOTRésumé : The ecological stakes in the cosmetics sector are source of many innovative developments in terms of product composition but also packaging. Brands are trying to adapt their offer to new consumer expectations. In addition, the progressive return of the deposit system in the retail sector raises questions about the possibility for cosmetic brands to implement this system in their businesses, which would allow them to combine packaging innovation and environmental responsibility.A quantitative study was conducted to determine whether the deposit system, applied to the luxury cosmetics sector, would influence consumers’ attitude towards the brand, consumers’ purchase intention and their relationship with the brand. Therefore, the study tends to determine whether luxury cosmetic brands would benefit from implementing the deposit system.In this study, four different cosmetic product pictures were used (skincare, make-up, perfume, hygiene) and were presented so that each respondent received the picture of the cosmetic product he/she uses the most. First the product was presented as a classic innovation and the respondents had to answer questions about the product and the brand. Then a scenario explained that the product was consigned by the brand and the respondents were asked the same questions as before about the product and the brand to assess the influence of the deposit system on consumer behavior.The statistical analysis revealed that the deposit system positively influences consumer purchase intention and the consumer-brand relationship. However, it did not show any significant result regarding the influence on the consumer's attitude towards the brand. The study also found that the deposit system had a positive influence on the eco-friendliness of the product in the eyes of the consumers.Through this study we were able to conclude that consumers are sensitive to the deposit system for luxury cosmetics and that brands could consider implementing this system in their business if future research succeeds in verifying the viability of such a system in this sector. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566727
Titre : To what extent do companies' CSR policies impact purchase intentions? Type de document : Mémoire Auteurs : Salim LATIF, Auteur Année de publication : 2022 Importance : 31 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
ECOLOGIE ; POLITIQUE DE L'ENVIRONNEMENT ; CLIENT ; COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEURRésumé : Nowadays, issues related to Corporate Social Responsibilities (CSR) are becoming more and more important in the public debate. Consumers are very attentive to the behavior of companies, especially with regard to the environment and their employees. This can be explained by the fact that these issues have been discussed a lot in media in recent years, especially because of many alerts related to global warming, or treatment of employees in factories of some main brands. Consumers' expectations are changing, and they are interested in the ethical aspect of brands. Companies must adapt to these new expectations from their customers, and they have to offer products and services that are more respectful of the environment and human rights. That is why this paper has studied the influence of CSR policy on consumers' purchase intentions. Since this paper is concerned with the underlying motivations of consumers, the qualitative method was chosen, as it allows us to understand better the reasons why consumers would rather choose a brand over another one based on their CSR policy. This study is intended to help managers to conduct CSR policies in line with the desires of their target customers. It proves that customers, especially younger ones, are looking for brands that respect the environment and human rights, and that they tend to reward brands that are exemplary in these two areas, and to punish those that are not in line with their values. In these conditions, brands must inform customers about their good actions, without ever overestimating their commitment through their communication, or risk being economically sanctioned by consumers Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572757 To what extent have important values to Gen Z, such as diversity, equity, and inclusion, been challenging for luxury brands to adopt? / Kéomaly VEOPRASEUTH / 2022
PermalinkWhat are the challenges of sensorial marketing to face the rise of e-commerce? / Amandine GABORIAU / 2022
PermalinkWhat are the dramas that have transformed the newspaper industry over the past thirty years? / Éléonore BONNEAU / 2022
PermalinkWhat impact has the health crisis had and does it have on the eating behavior of French consumers? / Claire LE GUILLARD / 2022
PermalinkWhat is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? / Zaina KACHAD / 2022
PermalinkAppreciating cidre, is it only a matter of taste? A qualitative analysis on cidre perception among French millennials / Mary-Lou JORANDON / 2021
PermalinkPermalinkPermalinkArt and luxury. What are the limits of the artification strategies of luxury companies? / WEISGERBER CLOÉ / 2021
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