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How do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
Titre : How do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? Type de document : Mémoire Auteurs : Perrine GARDIEN, Auteur Année de publication : 2022 Importance : 40 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
CONSOMMATION ; FONDATION ; IMAGE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; RELATIONRésumé : Over the past twenty years, the State has encouraged the development of philanthropy by reforming the regulatory framework for sponsorship and the taxation of donations. The number of foundations has risen sharply, and philanthropy has benefited from greater public visibility. Philanthropy was seen as a complement, or even a useful and modern substitute for public funding. Strongly involved in the construction of a fair and harmonious society, these foundations have multiple fields of action: culture, heritage, environment, social etc. Faced with a globalised luxury industry, the major houses have attempted to promote their image by distinguishing themselves through this tremendous lever. However, in recent years, the tone seems to have changed and criticisms of these hybrid institutions created by luxury houses and other large companies are growing. Due to the numerous commercial collaborations between art and luxury, the phenomenon of artification has become very popular and is applicable to all areas of luxury: merchandising, marketing, products, advertising, but also corporate foundations which are linked to artistic initiatives, and which are now at the heart of the sponsorship strategies of luxury brands. This sponsorship is defined as material support given, without direct counterpart on the part of the beneficiary, to an organisation or a person for the realisation of activities of general interest, which is notably part of the CSR strategies of companies. This raises the question of how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations? From the literature we can see that the luxury industry has provided several subsidies to the art industry, including helping many artists to work through collaborations or by exhibiting their work. Art can provide much-needed moral and aesthetic support for luxury companies, but also non-commercial connotations and a paradoxical legitimacy in relation to its high prices. On the other hand, luxury brings a new look to art, modernising it and making it accessible to everyone through large cultural and artistic institutions that have already promoted many artists. Artification helps this sector to minimise the motivation of social stratification of customer demand which favours more humanistic motivations such as elevation through objects that focus the work of talented artists, tradition and culture, art and creativity and timelessness (Kapferer, 2014). The motivations to carry out cultural and artistic patronage mentioned by the literature would allow luxury brands that are patrons of these projects to enjoy economic benefits, improve their images but also prove their commitments related to corporate social responsibility. However, according to the literature, luxury and CSR are totally incompatible concepts due to the incongruity of their values (Torelli et al, 2012) and corporate foundations may appear illegitimate, luxury brands run the risk of being suspected of being opportunistic and insincere (Anido Freire, Loussaïef, 2017). Consumers are therefore increasingly attentive and may perceive certain artistic initiatives as a way to improve the public image of the companies concerned. Unfortunately, there is very little research on the perceptions of the visitors and clients of these foundations, who are among the major actors in these projects. Therefore, in this essay, we decided to turn directly to the consumers and visitors of these luxury foundations in order to find out their perceptions of the commitments and legitimacy of these art foundations compared to other cultural institutions that are not commercial companies. Therefore, in this research paper, we want to investigate how consumers perceive the art-luxury relationship and the societal commitments of luxury houses through art foundations. This research will first identify the role of moral foundations and the benefits of investing in corporate philanthropy. It will also allow us to determine the authenticity of brand commitments, how to overcome the value conflict in the promotion of luxury brands with CSR initiatives as well as to determine under which conditions the brand initiative appears legitimate in the eyes of the consumer. Finally, this research will enable us to determine whether the art-luxury relationship and more precisely the artistic foundations have an impact on the luxury consumption of its visitors or at least an impact on their perception of the brand involved. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564582 How do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022
Titre : How do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? Type de document : Mémoire Auteurs : Justine TATANGELO, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
ECOLOGIE ; MARQUE ; VIN SECTEUR ; SYMBOLE ; CLIENTRésumé : Many studies have been conducted in recent years on the topic of ecological transition. Most often, these studies have focused on the consumer response to the transition to organic farming in the agri-food sector in general. However, very few studies have focused specifically on the impact of the organic farming conversion strategy in the Champagne sector. This research aims to explore consumer response to Champagne brand's adaption of the organic-conversion strategy. For this purpose, a quantitative study based on the responses of 58 participants to a 20-question questionnaire was conducted. The survey was divided into four parts, one on the socio-demographic characteristics of the participants, one on their commitment to environmental and health issues, one on their knowledge of the wine and organic farming industry and one on their Champagne consumption and purchasing habits. The findings of this study showed a weak acceptance of organic Champagne by consumers. They mostly prefer to drink traditional Champagne and have poor knowledge of the organic transition in the wine industry. Millennials (aged 18 to 35) are very involved in the environmental cause and concerned about their health. They are favorable to organic farming and consume organic products and wine regularly. By contrast, they prefer the brand, the packaging, or the vintage, rather than the organic when they buy Champagne, because they drink Champagne on social occasions and use it to satisfy their need for image and social distinction. Also, the more knowledgeable participants are about the industry, the more favorable they are to organic Champagne, regardless of their age and social class. However, even participants who drink organic Champagne do not pay attention to the organic label when buying Champagne. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572772 How hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022
Titre : How hedonic & utilitarian values affect customer brand engagement in metaverse? Type de document : Mémoire Auteurs : Sudarsan MANOHARAN, Auteur Année de publication : 2022 Importance : 24 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
MARQUE ; PHILOSOPHIE ; FEMME ; HOMMERésumé : This study is intended to explain and present how customer brand engagements in metaverse can be affected by the hedonic and utilitarian values of the customer. This will be the first study do a survey on brand engagements on metaverse. To measure the customer engagements, three factors of customer engagement was taken into consideration i.e., customer complaints, customer collaborations and customer communication. A survey was conducted among 231 individuals living in 16 countries and analyzed using structured model equations. The results show us that both utilitarian and hedonic motivations will have a strong impact on the customer brand engagement in metaverse also utilitarian motives have a stronger impact than that of hedonic motives and women are more engaging than men. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568515 How luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? / Arina SVETASHEVA / 2022
Titre : How luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? Type de document : Mémoire Auteurs : Arina SVETASHEVA, Auteur Année de publication : 2022 Importance : 73 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Entreprise
CHANEL ; GUCCI
Management
IMAGE DE MARQUE ; MARKETING STRATEGIQUERésumé : The luxury market is a frequent topic for research. However, little research has been found considering the importance of promotion with the help of ambassadors and the use of this strategy for
communication with generation Z. This thesis focused luxury brands and their social media promotion strategies aimed at attraction of young audience, as well as on the extent of influence of brand
ambassadors of Chanel and Gucci on the youth's behavior on Instagram. For this purpose, general promotion strategies in the luxury market, digital marketing and its implementation were considered,
the pros and cons of working with brand ambassadors were identified and the topic of generational differences was revealed. In accordance with the designated topic, the thesis contains the analysis of in-
depth interviews with representatives of Generation Z on the topics of luxury consumption, social networks, attitudes towards celebrities. The result of this research is a completed compass of personas
for luxury brands, the product adaptation curve designed for luxury market, formulated service models for Gucci and Chanel and detailed insights, all of this based on 12 hours of interviewsProgramme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=560207 How should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022
Titre : How should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? Type de document : Mémoire Auteurs : Sofia SILVA RODRIGUES, Auteur Année de publication : 2022 Importance : 39 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
COMPETITIVITE ; COSMETIQUE ET PARFUMERIE SECTEUR ; ECOLOGIE ; INDUSTRIE DU LUXE SECTEUR ; MARQUERésumé : Giving the current trend and demand of consumers for sustainability in luxury cosmetics, this present study aims to understand consumers’ perception on this subject in order for luxury cosmetic brands to communicate efficiently on the topic and gain competitive advantage. Therefore, the objective of this study is to answer this general following question: how should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? To answer this question and provide specific recommendation to luxury cosmetic brand’s marketers, a qualitative analysis method was chosen in order to have a deeper understanding of consumers’ perception of sustainable luxury cosmetics as well as of luxury cosmetic brand’s sustainable engagements. Moreover, it also allows to have specific insights on which information consumers are attracted in luxury cosmetic brand’s sustainable communication. The result of this study shows that even though consumers don’t specifically look for the sustainable dimension in luxury cosmetics when they are purchasing them, they still are attracted to it and think it is good and important for luxury cosmetic brands to do it as it is their duty. The present study also gives insight to marketers in terms of information to convey to consumers in their sustainable communications. Indeed, the main result of this present research shows that marketers should communicate primarily on their sustainable engagements as it increases their credibility and image. To do it, the results shows that they should use natural images and clear numbers for consumers to instantly understand the naturality of their product or their sustainable engagement and be attracted to it. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564588 PermalinkPermalinkIn 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
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