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Heritage as an enabler of strategic reconfigurations: Evidence from luxury fashion companies / Dinara VOLCHKOVA / 2019
Titre : Heritage as an enabler of strategic reconfigurations: Evidence from luxury fashion companies Type de document : Mémoire Auteurs : Dinara VOLCHKOVA, Auteur Année de publication : 2019 Importance : 57 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
INDUSTRIE DU LUXE SECTEUR ; MARQUE ; STRATEGIERésumé : Luxury fashion industry is deeply connected with heritage concept. The majority of luxury fashion companies are rich on their heritage. Usually researches on heritage within luxury fashion are focused on work of creative directors and their ability to implement heritage in brands stylistic decisions. The purpose of this paper is to show the other perspective of heritage within fashion as a strategy-based tool with more complex features that are not only depend on the way creative directors can transform heritage in piece of garment. Note de contenu : Bibliogr. P.54-57 Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=507309
Titre : How can luxury fashion brands build authenticity via Instagram? : The case of Simon Porte Jacquemus Type de document : Mémoire Auteurs : Quentin BRUMARD, Auteur Année de publication : 2019 Importance : 48 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
INDUSTRIE DU LUXE SECTEUR ; MARQUE ; MEDIA ; SITE INTERNET ; STRATEGIERésumé : In the overall trend of social media used by brands as part of their communication strategy, Instagram has differentiated itself by the quality of the messages shared on the platform and became the first social media of the luxury fashion brands. In the meanwhile, insights of users state that there is a lack of authenticity on social media and especially on Instagram. Indeed, brands and influencers are reproached to stage their life too much and convey an image of themselves which is too dreamy and artificial. In parallel, authenticity is at the core of luxury fashion brands and one of the values they want to communicate the most. To that regard, we are facing a kind of dilemma which consists in the paradox that luxury fashion brands want to communicate authenticity, using their favourite social media Instagram which is reproached to be inauthentic. On the other hand, we have the Jacquemus luxury fashion brand, well embodied by his creator Simon Porte Jacquemus who is creating a thundering effect on the fashion sphere. Beside the very nice critics he received after each of his clothes collections, Simon Porte Jacquemus is highlighted and renowned for his Instagram page. Indeed, Simon uses his Instagram account either to promote his brand or to publish personal posts about his life. He is an exception in the fashion industry to use this social media this way and people talk a lot about this. Few papers have been written on it and many fashion critics or more random people state that the Jacquemus brand is authentic and that this authenticity is conveyed through his Instagram page. Note de contenu : PGE: Bibliogr.P. 26-27 Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497667 HOW DO CHEFS INFLUENCE THEIR AUDIENCE'S FOOD PREFERENCES BY SHARING THEIR SUSTAINABLE CHOICES ON MEDIA? / Flore DEGHAYE / 2019
Titre : HOW DO CHEFS INFLUENCE THEIR AUDIENCE'S FOOD PREFERENCES BY SHARING THEIR SUSTAINABLE CHOICES ON MEDIA? Type de document : Mémoire Auteurs : Flore DEGHAYE, Auteur Année de publication : 2019 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
STRATEGIE ; IMAGE DE MARQUE ; RESTAURATION SECTEUR ; COMMUNICATION PAR L'IMAGERésumé : As sustainable development and gastronomy tend to become two subjects of interest among the population, the aim of this work was to study whether Chefs can have an influence on their audience's food preferences when they adopt and share sustainable choices. To analyze this subject, a case study was led, focusing on Laurent Petit, a hyper-local Chef who implemented a sustainable approach in his restaurant in 2015. Communication content of the Chef was studied to define the image that Laurent Petit tries to implement. Then the reactions of the audience (professionals of the gastronomy sector, online community, and interviewed people) was analyzed. Main findings were that knowledge of the gastronomy sector more important role in the comprehension of the sustainable ideas developed by Chefs than the knowledge or involvement of people in sustainable development. But also that the opinion that people have about the gastronomy sector has a halo effect on the opinion about the Chef and his sustainable actions. Finally, that mere people are the best spokespersons for the sustainability movement that can be celebrities because fame can act as a barrier, and coherence of the actions set up is very important into communication. Note de contenu : PGE: Bibliogr.P. 29-32 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497671 HOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? / Jasmine CHORTANI / 2019
Titre : HOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? : The millennials and their relationship with luxury brands on social media through brand content Type de document : Mémoire Auteurs : Jasmine CHORTANI, Auteur Année de publication : 2019 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
INDUSTRIE DU LUXE SECTEUR ; JEUNE ; SITE INTERNET ; WEBMARKETING ; MEDIA ; MARQUERésumé : The luxury market is now evolving: by 2025, millennials will account for 45% of luxury buyers (Digimind, 2018) This ultra-connected generation has very specific expectations and habits that companies need to consider in order to attract this new demanding clientele. They must partly rethink their strategies and therefore the relationships with their targets on social media. To get a coherent strategy related to their brand identity on social media, I highlighted the necessity for brands to build an adapted online brand content strategy.Therefore, my thesis question is: how do luxury brands should engage with millennials on social media via the brand content? First of all, I carried out a literature review in order to understand the key concepts and challenges in luxury, especially related to the use of social networks in this industry. I have also studied the millennial’s expectations and their relationship with luxury brands. To complete the learnings of the literature review, a quantitative study has been made which has identified and measured trends among a target group of 278 French millennials under 35-year-old, who are social media users and have an interest in luxury. I studied in detail their use of social networks, their motivations to follow luxury brands, their preferences in terms of luxury as well as brand content on the message as on the form and I was able to highlight gender and age category disparities. By understanding their expectations and knowing their habits, I drew up recommendations on the brand content strategy that luxury brands should develop on social media to increase brand consideration and preference on millennials audience. Note de contenu : PGE: Bibliogr.P. 25-27 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497670
Titre : L’intelligence artificielle au sein de l’expérience client Type de document : Mémoire Auteurs : Olivia BRANCHE, Auteur Année de publication : 2019 Importance : 99 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 : Français (fre) Mots-clés : Management
INTELLIGENCE ARTIFICIELLE ; GESTION DE LA RELATION CLIENT ; IMAGE DE MARQUERésumé : L'ère de l'intelligence artificielle (IA)2 est amorcée, avec des principes de conception informatique de plus en plus utilisés à des fins commerciales. Beaucoup de produits destinés aux clients sont basés sur l'intelligence des machines, apportant des avantages et des préoccupations pouvant affecter l'expérience client et la perception de la marque. Dans ce travail, la question sera de savoir dans quelle mesure l’IA influe sur l'expérience client en étudiant les opinions des clients sur les dispositifs IA et sur les marques faisant utilisation de tels dispositifs. Programme : MS Études & Décision Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=516451 PermalinkPermalinkMARKETING 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
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