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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
Titre : What are gamers' perceptions of luxury brands and video games collaborating? Type de document : Mémoire Auteurs : Sarah WALSH, Auteur Année de publication : 2022 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
COLLABORATION INTER ENTREPRISES ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; JEU VIDEO SECTEURRésumé : The purpose of this research investigation is to examine gamers’ perceptions of the recent trend in which luxury brands are collaborating with gaming companies to bring out in-game co-branded products. It is important to analyse how gamers feel about luxury brands entering their community, how this collaboration will shape their image of the luxury brand, and if it will result in purchases. This study uses a qualitative approach by conducting 13 semi-structured interviews with both male and female gamers surround 5 key areas: gaming experience, skins experience, luxury brands in metaverse, dressing in real life, and social media. Previous studies have shown factors that influence consumers perceptions of luxury brand collaborations with mass market retailers. Findings of this analysis show that gamers have a positive perception towards luxury brands collaborating with video games to bring out in-game products and skins. However, for gamers to react positively, there must be a high degree of perceived brand fit between the two collaborating brands. In addition, recommendations have been provided to advise marketing managers how to successful appeal to gamers needs and choose a partner brand that will be perceived as a strong brand fit. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564590
Titre : What is the impact of pop-up stores on the image of fashion luxury brands? Type de document : Mémoire Auteurs : Lisa BERREBI, Auteur Année de publication : 2022 Importance : 29 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
INDUSTRIE DU LUXE SECTEUR ; MARKETING STRATEGIQUE ; MARKETING SOCIAL ; MARQUERésumé : The purpose of this study is to analyze and observe the potential effects of the implementation of a new retail strategy that has been rising over the past few years among fashion luxury brands: pop-up stores, also known as ephemeral stores. More precisely, we want to observe if this strategy has an impact on brand image for fashion luxury brands whether it is positive or negative through the eyes of the consumers. The qualitative method using 10 semi-structured interview was used. The study finds out that the customer experience provided in pop up store differ from the one we can get in traditional fashion luxury shop. It is original, creative and leaves marks in minds. Pop up shop provide emotions and enable to develop an emotional attachment to the brand. In this way, the customer experience happening in pop up stores was seen as an enhancer of the image of fashion luxury brands. Moreover, the atmosphere in the luxury fashion pop up shop is seen as more accessible and informal thanks to the merchandising, product disposition as well as the attitude of the salespeople who are perceived as warmer and friendlier. All these elements increase the likelihood of consumers to rush into the fashion luxury pop up store, much more than it would for a classic luxury retail store. Last but not least, the accessibility and the decor created within the pop-up store, which in general is disruptive compared to the rather sober decor of luxury fashion retail stores, lessens the prestigious image of this category of brands, which until now have been reserved for only a part of the population. This analysis could also be useful and interesting for fashion luxury brands that wants to implement a pop up regarding their positioning as well as communication strategies inside the temporary shop. Indeed, it is important for brand to keep a coherence between what they show and convey in a pop up and their initial brand identity. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572733 What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022
Titre : What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. Type de document : Mémoire Auteurs : Carla-Marie DACH, 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
HISTOIRE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; MARKETING DIRECT ; MARQUERésumé : The marketing strategies of luxury brands are constantly evolving to meet new consumer needs. Is storytelling evolving fast enough to cope with the emergence of the search for experience? Storytelling is a tool that is of great interest to companies and particularly to marketing, sales, and communication experts because of its ability to convey a brand image and, above all, to attract customers. Storytelling is considered a powerful tool to build and maintain a strong brand image through its heritage. Through this dissertation and qualitative study of ten interviewees, all interviewed with a sequence of questions categorized into themes: their consumer profile in relation to storytelling, then their influenceability to see if storytelling has an influence on consumers, and finally their potential desires in terms of dynamic and active experiences other than storytelling. Building on previous academic research, the aim of this thesis is to understand why this tool can be so effective and what its mechanisms of influence are, thus giving the factors of effectiveness of storytelling on consumers, but also to highlight and understand its own limits of effectiveness. Several notions are addressed in this thesis such as identification, emotions, customer relationship, customer loyalty, brand commitment, customer experience. There is a lot of previous research on this topic, but it does not take into account the limitations of passive storytelling, i.e. in-store storytelling told by salespeople. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564578 With the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022
Titre : With the explosion of Green Washing, do consumers still believe in Green Marketing? Type de document : Mémoire Auteurs : Aude HOVASSE, Auteur Année de publication : 2022 Importance : 25 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 ; PUBLICITE ; IMAGE DE MARQUE ; CLIENT ; CONFIANCERésumé : Over the last few decades, environmental degradation has become one of the major issues in our societies (Damert & Baumgartner, 2018) and that is why the trend of ‘Green Marketing’ has been expanded (Chen & Huang, 2019). Kotler and Keller (2012) argued that the starting point of a business is not the company, but the market. Also, to remain competitive, a company has to adapt its vision and mission to match what consumers need and want. As consumers’ behavior has changed toward green products since the 1970s (Alwitt & Pitts, 1996), it has forced firms to adopt Green Marketing strategies. However, Green Marketing is only in its beginning and has not completely explored its full capacity (Vinayagamoorthy & Sakila, 2013). The idea of Green Marketing was founded in 1980 after the first workshop on ‘Ecological Marketing’ in 1975. The American Marketing Association (AMA) defined Green Marketing as ‘the marketing of products that are presumed to be environmentally safe’. Thus, it incorporates various activities such as production process, change of packaging, and product modification of marketing communications (Murthy, 2010); enabling ethical decisions within a business. Indeed, not only does Green Marketing change and improve existing marketing strategies, but it also tries to call them into question and give a significantly different perspective. It links corporate ethics and firm performance. In fact, it can transform potential growth opportunities into concrete business performance. The growth of Green Marketing strategies has several explanations: firms see it as a tool to reach their objectives (Shearer, 1990), firms have a moral commitment to become responsible (Davis, 1992), governments oblige firms to be more responsible, and competitors put pressure on each other to be more responsible (National Association of Attorneys-General [NAAG], 1990). As proof, the global skincare market was evaluated at US$ 11,820 million in 2021 and is expected to reach US$ 14,850 million in 2028. This proves that consumers let their consumption talk about their worries about the environment. Moreover, green consumers are seen as ‘lead users’ (Lemke & Luzio, 2014). Since lead users exceed current consuming trends and do not have the same needs as current consumers, companies have to meet these needs. As lead users will become mainstream with time (Lewandowska et al., 2017), it is necessary for firms to be aware of lead users’ needs and already try to respond to them. However, Green Marketing is often jeopardized because many firms claim false information about their products and services (Tinne, 2013). Indeed, in the 1990s, a study in the Journal of Public Policy and Marketing proved that 58% of environmental endorsements had at least one ambiguous affirmation. Derived from the term ‘White Washing’, this practice is called ‘Green Washing’.The following analysis examines if the explosion of Green Washing has put an end to the belief in Green Marketing. The literature review will present first the concept of Green Washing, then it will analyze its two main consequences, namely consumers’ misunderstanding and skepticism, which strongly affect the belief in Green Marketing. Finally, the empirical study will examine if consumers still believe in Green Marketing despite the profusion of Green Washing. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572753 PermalinkComment 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
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