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Redefining Retail : 10 Guiding Principles for a Post-Digital World / Philip KOTLER / WILEY PUBLISHING (2024)
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Titre : Redefining Retail : 10 Guiding Principles for a Post-Digital World Type de document : e-book Auteurs : Philip KOTLER, Auteur Editeur : WILEY PUBLISHING Année de publication : 2024 Importance : 313 p. ISBN/ISSN/EAN : 978-1-394-20471-7 Langues : Anglais (eng) Mots-clés : Management
COMMERCE DE DETAIL ; MARQUERésumé : Discover the new realities of working in the post-digital era of consumer brand and retail marketing. In Redefining Retail: 10 Guiding Principles for a Post-Digital World, renowned international marketers Prof. Philip Kotler and Dr. Giuseppe Stigliano deliver a timely and insightful examination of retail and consumer brand marketing. In the book, you'll find practical and concrete techniques for redefining your organisation's internal operations and processes, as well as its business strategy. Nombre d'accès : Illimité En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=582038
Titre : Building Corporate Identity, Image and Reputation in the Digital Era Type de document : e-book Editeur : Routledge Année de publication : 2023 Importance : 573 p. ISBN/ISSN/EAN : 978-1-00-038217-4 Langues : Anglais (eng) Mots-clés : Management
MARQUE ; IMAGE DE MARQUERésumé : Brands - corporate, products, service - today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world. Nombre d'accès : 1 En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572728
Titre : Can a brand rebuild trust after a scandal ? Type de document : Mémoire Auteurs : BEA NASERI, YVETTE-RITA UYAH, Auteur Année de publication : 2023 Importance : 42 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 ; MARQUE ; CONSOMMATEURProgramme : MSc Business Development & Clients Grands Comptes Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581880 How has supply chain complexity been evolving since the 2010s, becoming one of the main concerns the luxury industry must deal with? / Mathilde BOULOT / 2023
Titre : How has supply chain complexity been evolving since the 2010s, becoming one of the main concerns the luxury industry must deal with? Type de document : Mémoire Auteurs : Mathilde BOULOT, Auteur Année de publication : 2023 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
CHAINE LOGISTIQUE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEURProgramme : MSc Supply Chain Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581781 To what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? / Aurélia BARRIOL / 2023
Titre : To what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? Type de document : Mémoire Auteurs : Aurélia BARRIOL, 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 ; IMAGE DE MARQUERésumé : Colour and typography are the first elements that consumers perceive. They are essential in building the brand image and brand personality of a brand. This is particularly true for jewellery brands. This study aims to show that luxury jewellery brands distoinguish themselves from accessible brands through colour and typography. For this purpose, a qualitative study was conducted. For this study, it was chosen to interview a sample of ten people, all female: women being the majority consumers and priority targets of brands in the jewellery industry. They were asked about their perception of luxury jewellery brands and also about their feelings towards the colour and typography of different jewellery brands. They were presented with five brands: two so-called accessible brands (Pandora, Histoire d'Or) and three luxury brands (Boucheron, Cartier and Tiffany & Co). The purpose of these choices was firstly to compare all the brands, to understand the similarities and differences that these consumers perceive. The second objective was to compare the luxury brands with each other. The three luxury brands chose very different codes, whether in terms of colour (black and white for Boucheron, red for Cartier and blue for Tiffany & Co) or in terms of typography (upper/lower case, script/straight, different thickness of leters, etc.). It was also interesting to compare the adjectives used for the Cartier and Histoire d'Or brands, red being the colour used by these two brands. The results of this study showed that we can confirm hypothesis H1: luxury jewellery brands are distinguished from accessible brands through colour. On the one hand, the colours used by the different luxury brands do not leave one indifferent, unlike the accessible jewellery brands. On the other hand, the adjectives and associations associated with luxury brands are completely different from those of accessible jewellery brands. The words and references used to describe colours for luxury brands are mostly linked to chic, elegance, originality, nobility. As for the accessible jewellery brands, they refer to an impression of déjà vu, which does not stand out. This study also confirmed the H2 hypothesis: luxury jewellery brands are distinguished from accessible brands by their typography. The results are very similar to those reported for colour. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581946 PermalinkBrand 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
PermalinkDoes brand image promoted via social media in the sneaker sector impact the loyalty of young consumers (16-25 yo) ? / Charlotte BEDIER / 2022
PermalinkDoes the new alliance between rap music and fashion luxury brands have an influence on consumer buying behavior ? / Gamze SOYLU / 2022
PermalinkPermalinkPermalinkHow can Green IT (Sustainable Technology) help overcome the growing customer trust crisis related to the emergence of the ecological situation? / Najoua LYAKOBY / 2022
PermalinkHow can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022
PermalinkHow can the market for responsible and sustainable clothes be made accessible to the most modest? / Sophie KUBWIMANA / 2022
PermalinkHow do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
PermalinkHow do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022
PermalinkHow hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022
PermalinkHow luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? / Arina SVETASHEVA / 2022
PermalinkHow should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022
PermalinkPermalinkPermalinkIn the launch phase, how to boost the visibility of a digital startup with limited financial resources? / Ilyas Mohamad EL HACHIMI / 2022
PermalinkInfluencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands / Juanita GUTIERREZ / 2022
PermalinkPermalinkPermalinkPermalinkRelationship between the pseudo-Japanese marketing strategy and brand imageperceptionof Genki Forest / Yu Xiao HAN / 2022
PermalinkThe impact of co-branding as a promotional method on brand perception in the fashion industry / Anastasiia SHUMIKHINA / 2022
PermalinkThe impact of social media on brand associations for sponsors : the case of Formula one / Estelle RANCOURT / 2022
PermalinkTo what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? / Antoine ROUQUET / 2022
PermalinkPermalinkPermalinkWhat makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022
PermalinkWith the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022
PermalinkPermalinkComment les influenceurs(euses) de télé-réalités françaises impactent-ils la confiance/consommation de leurs followers sur les réseaux sociaux via le marketing d’influence ? / Prune DELVAS / 2021
PermalinkConsumer reaction to FMCG rebranding How FMCG brand renew their brand to fit the Internet trend? / Tingyu HSU / 2021
PermalinkCorporate Social Responsability and its impacts on reputation, brand image and stakeholder management. / Martin LE CLAIR / 2021
PermalinkLa création de valeur des marques de luxe accessible dans le contexte de la crise sanitaire : le cas des marques de maroquinerie. / Audrey GRAVIER / 2021
PermalinkEffects of integrating Mobile Augmented Reality on the perceived brand experience and brand attitude. The case of the furniture industry. / Héléna DIJON / 2021
PermalinkFrench Gen Z and Millennials’ behaviour towards the environmental strategies of champagne brands Champagne brands and their environmental strategies: what effects on French Millennials and Gen Z's behaviour? / Eléonore BUTTIN / 2021
PermalinkHow can brands use ‘gender fluidity’ to redefine beauty for the male consumer group? / Jiayi LI / 2021
PermalinkHow did spirits brands impact cocktail consumption and culture through brand ambassadors? / Bastien MICHAUD / 2021
PermalinkHow sustainability and sustainable practices, implemented by some luxury fashion brands, may have an impact (positive or negative) on French consumers' willingness to pay? / Juliette FAURE / 2021
Permalink"How to counterfeiting modifies buying behavior in terms of experience and brand relationship" ? / Jean FUSIER / 2021
PermalinkL’impact de la gamification sur l’image de marque d’une enseigne dans le secteur de la beauté / Valentine VERCASSON / 2021
PermalinkInlcusion and diversity in doll toy industry - How far should the doll toy industry be focused on diversity and inclusion-oriented products for enhancing customer brand experience? / Glennys Margarita PARRA NIETO / 2021
PermalinkLuxury brands communication about heritage on instagram and Tiktok. How to communicate the notion of heritage from luxury brands on social networks: Comparative analysis of Instagram and TikTok. / Gabrielle CHARTIER / 2021
PermalinkPermalinkPermalinkPermalinkPermalinkPopping open the effect of female figureheads on millenial's champagne purchaising intentions / Danika LEMINSKI / 2021
PermalinkPre-owned; Luxury brand's new addition. Could the 2nd hand industry revive in store luxury retail experiences in fashion capitals (Paris & London) ? / HABRE CHLOÉ / 2021
PermalinkPromoting authentic beauty in the cosmetic world: effect on the brand image / Raphaëlle NORMAND / 2021
PermalinkSustainability in Luxury : consumer perception in the era of COVID -19. How did the COVID-19 crisis changes the luxury consumer attitude regarding sustainable concerns? / Chloé MARTIN / 2021
PermalinkPermalinkThe impact of Nike’s reactions towards its scandalized athlete endorsers on the brand perception and consumption of Nike consumers and athlete’s fans / Louise SPILLEMAECKER / 2021
PermalinkPermalinkThe Luxury Fashion in the Digital Era: The Impacts of the Influencers and Celebrities Integration on Consumer Behavior in Cross-cultural Context / Wittaya BURAPEE / 2021
PermalinkTo what extent are social networks a relevant performance tool during the launch of a new brand? / Eloïse BENARD / 2021
PermalinkWhat are the factors that influence the behaviour of consumers towards “best” private label brands of consumer products? / Elise DELORD / 2021
PermalinkWhat is the impact of emotional sports brands associations on consumer perception of sports brands? / Clément CHAMBON / 2021
PermalinkPermalinkBetween fascination and rejection, how do consumers perceive luxury brands despite the existence of counterfeits? / Allan KARSENTY / 2020
PermalinkPermalinkPermalinkPermalinkPermalinkComment les enseignes utilisent la musique pour agir au sein de leur communication marketing / Mathilde PREAU / 2020
PermalinkComment l'intégration stratégique de la responsabilité sociale d'entreprise contribue-t-elle à l'avantage concurrentiel d'une entreprise / Abigail MATHEWS / 2020
PermalinkPermalinkDoes stating that a product is made from specific terroir enhance existancial authenticity ? / Celia PUCCI / 2020
PermalinkPermalinkLes facteurs clés qui impactent la préférence de marque des Chinois dans le secteur du luxe / Xinyue GE / 2020
PermalinkHow did e-commerce become in a decade a major performance challenge for the luxury brands? / Margaux GRISLAIN / 2020
PermalinkLes influenceurs web sur les réseaux sociaux, ont-ils un impact sur l'intention d'achat des consommateurs français / Quentin MASSON / 2020
PermalinkPermalinkLe luxe à l’ère numérique : Comment l’émergence de la génération du millenium a changé les stratégies et les pratiques des marques de mode de luxe / Ross DOOLAN / 2020
Permalink« Origin, transformation and representation of exotic skins and furs in the luxury industry: between fascination and resistance, how consumers’ moral judgment impacts final perception of the brand? » / Clémence VILT / 2020
PermalinkPourquoi développer une inclusion durable dans les entreprises de mode et faut-il le faire ? / Alexa Mariana AMIRI / 2020
PermalinkPermalinkPermalinkResearch Handbook on Luxury Branding / Felicitas MORHART / Cheltenham : EDWARD ELGAR PUBLISHING LTD (2020)
PermalinkSlow fashion. The gap between consumer's expectations and fashion brands' actions: the reason for its unpopularity / Clotilde BAZIN / 2020
PermalinkThe advertisement value and effectiveness of alcohol-related posts on french spirit brands' accounts / Johann FERRIS / 2020
PermalinkPermalinkThe Impact of Body Inclusivity in Lingerie Brands’ Social Media Advertising on Brand Image / Eulalie LOYER / 2020
PermalinkPermalinkPermalinkThe influence of frequent price changes and perceived price fairness on price and brand image. Evidence from the French gasoline market. / Oleg KERSKEN / 2020
PermalinkPermalinkTo what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? / Louise MARAGE / 2020
PermalinkComment faire adhérer les hommes au maquillage masculin, à travers la communication, tout en limitant les effets des stéréotypes de genre ? / Aurore PARIS / 2019
PermalinkPermalinkComment les réseaux sociaux peuvent-ils influencer l'expérience candidat ? / Narjiss BENIOURI / 2019
PermalinkPermalinkDans quelle mesure la personnalisation symbolique influence la fidélité d’un consommateur à une marque ? / Claire PROST-ROMAND / 2019
PermalinkPermalinkHeritage as an enabler of strategic reconfigurations: Evidence from luxury fashion companies / Dinara VOLCHKOVA / 2019
PermalinkPermalinkHOW DO CHEFS INFLUENCE THEIR AUDIENCE'S FOOD PREFERENCES BY SHARING THEIR SUSTAINABLE CHOICES ON MEDIA? / Flore DEGHAYE / 2019
PermalinkHOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? / Jasmine CHORTANI / 2019
PermalinkPermalinkPermalinkPermalinkMARKETING 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
PermalinkPermalinkPhygital within the Luxury Cosmetics Industry Luxury cosmetics brands integrating digital in-store: what fallouts for customers and corporations? / Caroline ANHALT / 2019
PermalinkEn quoi les influenceurs sont-ils des leviers importants dans le développement des stratégies des marques dans le secteur des jeux vidéo ? / Arnaud BOMPY / 2019
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkThe influence of nostalgia on food consumption : Which features of a brand most influence nostalgic individuals in their food consumption ? / Lisa KANDIN / 2019
PermalinkPermalinkPermalinkPermalinkValuation of the brand in football clubs. A case study: Real Madrid Club de Futbol / Vincent DODU / 2019
PermalinkWhat are the motivational factors that encourages young consumers into purchasing luxury goods? / Angélica BAEK / 2019
PermalinkWhat is the impact of the brand’s image on the adoption of the self-driving car? / Théo GENEVOIS / 2019
PermalinkAre health claims powerful enough to make consumers trade branded products for poorly known but healthier ones? / Eugénie CASTRES / 2018
PermalinkL’attachement au lieu en grande surface spécialisée : cas de l’enseigne Darty / Xavier COCHET / 2018
PermalinkPermalinkPermalinkBrand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy / Keith GLANFIELD / ROUTLEDGE. TAYLOR & FRANCIS GROUP (2018)
PermalinkBuilding brand equity through customer satisfaction in the luxury clothing industry / Katerina TSIHLAS / 2018
PermalinkPermalinkPermalinkComment une entreprise contemporaine peut-elle acquérir rapidement une forte image de marque auprès de ses consommateurs ? / Julian CHAVANNE / 2018
PermalinkPermalinkPermalinkPermalinkDigital and social media : To what extent has Influencer Marketing become a very powerful communication tool for brands thanks to the development of digital and social media? / Nathalie EL HAWA / 2018
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkHow can video branded-content be shaped to increase brand engagement on YouTube? / Adèle SCHWANNER / 2018
PermalinkHow does the digital and social networks advent represent a lever for small emerging brands in the 21st century ? Study of Sézane, a digital-native brand / Adélaïde GARNIER / 2018
PermalinkPermalinkImpact of football and the Euro 2016 on the customer’s experience and on the image of brands and athletes / Mathilde COTTARD / 2018
PermalinkLuxe & digital : les différences entre les stratégies média de marques de luxe traditionnelles et modernes, sur le réseau social instagram. / Eléna STÜBEN / 2018
PermalinkLuxury Industry in the age of Social Media: How can luxury brands take advantage of social media marketing? / Apolline BARRIER / 2018
PermalinkPermalinkPermalinkA quelle étape de la « Customer Journey », la réalité virtuelle peut-elle apporter une valeur ajoutée au sentiment d’attachement à une marque ? / Moritz LIEBERGESELL / 2018
PermalinkQuelle légitimité pour le développement de l’offre bio chez les marques nationales alimentaires non spécialisées ? / Anne-Sophie FELTZ / 2018
PermalinkPermalinkLes stratégies de communication des marques afin de séduire la génération Y / Charlotte FOUREL / 2018
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkAdvertising and Integrated Brand Promotion / CENGAGE Learning Custom Publishing (2017)
PermalinkAdvertising, Promotion, and Other Aspects of Integrated Marketing Communications / Craig J. ANDREWS / CENGAGE LEARNING (2017)
PermalinkPermalinkPermalinkComment les entreprises gèrent-elles leurs choix et leurs modes de communication lorsqu’une crise risque d’entacher leur image de marque et leur réputation ? / Larissa LUNITZ / 2017
PermalinkLa communication et l’efficacité du storytelling pour les marques du secteur du luxe sur leurs consommateurs. / Margaux TREVISAN / 2017
PermalinkPermalinkDriving Customer Appeal Through the Use of Emotional Branding / Rucchi GARG / BUSINESS SCIENCE REFERENCE (2017)
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkHow Brands Become Icons : The Principles of Cultural Branding / Douglas B. HOLT / HARVARD BUSINESS REVIEW PRESS (2017)
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkLes communautés de marque autour de produits ou services à faible implication / Alexandra DAIX / 2016
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkL'élaboration d'une stratégie de partenariat d'une marque alimentaire avec les bloggeurs / Clémentine PIAU / 2016
PermalinkPermalinkPermalinkLes enjeux des marques de Luxe à l'ère du digital / Morgane MORGAT / ÉDITIONS UNIVERSITAIRES EUROPÉENNES (2016)
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkHandbook of research on global fashion management and merchandising / BUSINESS SCIENCE REFERENCE (2016)
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