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The Luxury Fashion in the Digital Era: The Impacts of the Influencers and Celebrities Integration on Consumer Behavior in Cross-cultural Context / Wittaya BURAPEE / 2021
Titre : The Luxury Fashion in the Digital Era: The Impacts of the Influencers and Celebrities Integration on Consumer Behavior in Cross-cultural Context Type de document : Mémoire Auteurs : Wittaya BURAPEE, Auteur Année de publication : 2021 Importance : 28 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 ; MARQUE ; PRODUIT DE LUXE ; WEBMARKETINGRésumé : According to the report published by Bain & Company Consumers', awareness of luxury goods has increased under globalization and the evolution of digitalization in recent years, leading to the prosperity of the global luxury market, which grew at 4% and reached 281 billion in 2019, and the growth of numbers in brands. Many of the new endorsers such as social influencers appear in this era and especially in luxury fashion industry. They are increasingly popular and trendy among consumers while coexisting with many celebrities endorsers.Apart from the advertising from the brands themselves, it is interesting to study impactful factors that can manipulate consumer’s attitudes and buying attentions. We have seen many celebrities in the past. They are stars who are very well-known from many career paths.Nowadays, being known by public is no longer necessary to become a celebrity. Through this research, we aim to discover our primary research question “what is the impact of influencers and celebrities on consumers’ attitudes and behavior?”. Also, this study is expected to answer the sub-questions “Is there any negative impact?” and “Do people cross countries think and perceive the same way” to provide practical information to luxury professionals through the effective conceptualization of strategies. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539134 To what extent are social networks a relevant performance tool during the launch of a new brand? / Eloïse BENARD / 2021
Titre : To what extent are social networks a relevant performance tool during the launch of a new brand? Type de document : Mémoire Auteurs : Eloïse BENARD, Auteur Année de publication : 2021 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
MARQUE ; RESEAU SOCIAL ; WEBMARKETINGRésumé : The questionnaires showed that social networks were a very powerful and relevant platform for brands and especially for brand launch when we do not have a very large marketing budget or none. It also showed us that users of social networks do not necessarily trust them, hence the importance of traditional media that guarantee quality and authenticity of the information. Finally, these studies have shown that the most important thing in establishing a communication strategy is not to choose the most effective media in general but the one that will best reach the marketing target. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538115 What are the factors that influence the behaviour of consumers towards “best” private label brands of consumer products? / Elise DELORD / 2021
Titre : What are the factors that influence the behaviour of consumers towards “best” private label brands of consumer products? Type de document : Mémoire Auteurs : Elise DELORD, Auteur Année de publication : 2021 Importance : 28 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 ; LABEL DE QUALITE ; MARQUERésumé : Private labels have been a major change in the retail world and have come to compete with national brands. These private labels have evolved over the years and can now be divided into three levels: economy, standard and premium, or "good, better, best". The growth of premium private labels is the latest trend and has been particularly strong and rapid, which is why this study focuses on them. The aim is to find out what factors influence consumer behaviour towards “best” store brands, to understand the success factors and to be able to make managerial recommendations. To conduct this study, a qualitative and therefore exploratory research was conducted, using a semistructured interview with ten consumers. The results of this study show that the factors relating to the product are those that most consciously influence consumers. These include the appearance and appeal of the product, including packaging, origin and claims, but also price and quality. Finally, beyond the product, it is the product category that can lead to the purchase or not of best store brands. Some aspects related to the store also have an impact, in an unconscious way, such as its
category and image, its branding strategy or the fact that its premium retailer brand is known. On the other hand, socio-demographic factors do not really have an influence, or the sample in this study was too small to see this point.Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538283 What is the impact of emotional sports brands associations on consumer perception of sports brands? / Clément CHAMBON / 2021
Titre : What is the impact of emotional sports brands associations on consumer perception of sports brands? Type de document : Mémoire Auteurs : Clément CHAMBON, Auteur Année de publication : 2021 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 page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUE ; SPORTRésumé : This study aims to look at how emotions in sports advertising and emotional sports brand associations impact the perception of brands specializing in sports and the formation of brand attitudes of consumers in this area.
A central element in the field of sport but also in the field of advertising, emotions therefore have a central role to play in sports marketing. It is therefore essential to measure their impact and to differentiate the different emotions from each other. In particular, ancient theorists have spotted the emotional associations of sports brands and allowed us to identify them. Their studies and research served as the basis for our study.Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538663
Titre : Augmented reality as a tool of storytelling for luxury brands Type de document : Mémoire Auteurs : Kenza ESSAFI, Auteur Année de publication : 2020 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
PRODUIT DE LUXE ; TECHNOLOGIE ; MARQUERésumé : Digitalization leads luxury brands to rethink themselves. They must differentiate themselves from the competition in order to maintain the gap between them. New disruptive technological tools like augmented reality (AR) start to be used by the luxury sector but all of their possibilities and effects are not totally explored. To be relevant, luxury brands must identify what AR could bring to them according their model and their strength.
As storytelling is one of their strength, I conducted a qualitative study to determine if enhancing luxury brands storytelling with an AR experience could be a relevant use of AR in this sector. The results show that AR allows to increase emotions when it comes to tell stories and it helps individuals to keep a brand in mind. People who are sensitive to the luxury sector think that it could really have a positive impact on interest for the brand. However, it is important to preserve the DNA of luxury brands when designing an AR experience. Users could be destabilized by the proactive part of an AR experience for a luxury brand which conflict with the passive aspect of being a luxury products consumer.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529828 Between 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
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