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Titre : The influence of brand gender on consumer brand engagement on Instagram Type de document : Mémoire Auteurs : Léa COCAIGN, Auteur Année de publication : 2020 Importance : 26 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
EntrepriseRésumé : This paper contributes to prior marketing literature studying brand gender and its impact on consumer behavior. More precisely, we propose a conceptual framework to investigate how the two gender dimensions of brand personality influence the consumer brand engagement on Instagram. The moderating effects of biological sex and gender identity on this relationship are also considered. Instagram has been chosen, as it is becoming an increasingly used social network, becoming a key communication tool to understand for companies and brands. Thus, our research question is the following: To what extent does brand gender influence consumer brand engagement on Instagram?
To test our different hypotheses, a quantitative study had been conducted, to understand the online behaviors of consumers on a certain category of products (luxury and sports apparel). Consumers were asked if they followed, on Instagram, specific brands, targeted as high in femininity or high in masculinity, and if yes, to answer questions regarding their perception of these brand, their online behavior towards these brands, and their perception of themselves. This enabled us to test the influence of the feminine/masculine brand personality traits on the engagement of consumers online and the impact that the sex of the individuals or their perceived gender identity could have as a moderator.Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531077 The influence of frequent price changes and perceived price fairness on price and brand image. Evidence from the French gasoline market. / Oleg KERSKEN / 2020
Titre : The influence of frequent price changes and perceived price fairness on price and brand image. Evidence from the French gasoline market. Type de document : Mémoire Auteurs : Oleg KERSKEN, Auteur Année de publication : 2020 Importance : 35 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
FRANCE ; MARQUE ; PRIX ; IMAGE DE MARQUERésumé : This study investigates the effects of frequent price changes on brand image on the gasoline market. Therefore, the variables such as frequent price change, perceived price fairness, price and brand image are tested for correlations. As brands on the gasoline market do not differentiate from each other regarding their main product, this market carries perfect conditions to test on how price shapes consumers brand perception. The study finds frequent price changes to slightly influence negatively perceived price fairness. Consistent with prior research it can be proven that price fairness correlates with price image. Against all expectations, a direct influence of frequent price changes on brand image could not be found. Also, price image does not seem to be determining brand image, as both variables do not correlate. This study includes data sets from 81 respondents. Data was collected using an intercept survey method at gasoline stations in March 2020 in Reims, France. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529784
Titre : THE STRATEGY OF COLLABORATION IN THE FASHION INDUSTRY : How and why collaborations can be used and impact both parties. Type de document : Mémoire Auteurs : Marine POUDAT, Auteur Année de publication : 2020 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
COLLABORATION INTER ENTREPRISES ; MODE ; ART ; IMAGE DE MARQUERésumé : In a context of explosion of offers in the fashion sphere, where you can find many creations of fashion brands, the consumer is hardly choosing between all the possibilities. As well, the rhythm of collection is getting harder and harder to follow (with weekly collections in many fast-fashion companies), the fashion brands are trying to create a link with the consumer by inviting other brands and artists to collaborate around few products. This kind of co-branding strategy, commonly used in other sectors such as food and automobile, is spreading all over the fashion industry, from the luxury brands to small brands. It seems that now, a fashion brand can’t even create three collections without succumbing to the temptation of inviting or getting invited by another one.
On the other hand artists are sometimes becoming brands because of the new mode of operation in the music industry : to bring people to their concerts and make them stream their music on platforms, artists are communicating as brands and being surrounded by communities. This new behaviour makes them the perfect ally to create collections for fashion brands.
This seminar paper is designed to examine the strategy of collaboration in the fashion industry. We will understand, by making a chronology of the use of this strategy in the fashion sphere, how and why it is used by the fashion brands, and especially how it has become one of the main tools used by troubled brands, by wealthy brands, by new-in brands, by established brands. This seminar paper focuses on the repercussion of this kind of strategy over the fashion brand and over the artist : how is it economically interesting and how it influences the perception of the communities from both parties.
In order to understand the conception and the repercussion of the artistic collaborations in the fashion industry, we will call on various academic sources such as articles, papers and dedicated websites. The sources used to write this seminar paper will include fashion oriented articles from Le Monde, L’Express, Les Echos, Le Figaro but also articles from fashion industry key media references : ELLE, Vogue or Fashion United. We will also introduce the results of a survey about two specific collaborations as a tool to show the impact of those collections on consumer behaviour. Doing so this seminar paper will attempt to be a mixture between marketing, journalism and social studies, combined with a quantitative analysis.Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531066 To what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? / Louise MARAGE / 2020
Titre : To what extent does the popularity of Instagram influencers positively impact the OBBE of tourism hotel brands? Type de document : Mémoire Auteurs : Louise MARAGE, Auteur Année de publication : 2020 Importance : 33 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
RESEAU ; INFLUENCEUR ; TOURISME ; IMAGE DE MARQUERésumé : In the tourism and hospitality sectors, Instagram is an incredible window and influencers are valuable tools for brands looking for a broader visibility. This social media has notably deeply reshaped the way hotels enhance their brand's value through influencers by positively stimulating brand awareness and brand perception in consumers' mind. As a result, this Seminar Paper aims at answering the research question: to what extent does the popularity of Instagram influencers positively impact the observer-based brand equity (OBBE) of tourism hotel brands? Through a quantitative study, several hypotheses were analyzed to verify: if the relationship between influencers' popularity and OBBE is positive and if it can be moderated by the brand familiarity, the age of the observer or its identification to the influencer. The results of the paper were not significant to confirm neither a positive relationship between influencers' popularity and OBBE, nor a moderating effect of the age of the observer on this relationship. However, a mean's analysis validates that the brand familiarity can moderate the effect. Finally, we have found that the observer's identification to the influencer moderates the effect only in certain cases. Programme : PGE-Rouen Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531052 Comment faire adhérer les hommes au maquillage masculin, à travers la communication, tout en limitant les effets des stéréotypes de genre ? / Aurore PARIS / 2019
Titre : Comment faire adhérer les hommes au maquillage masculin, à travers la communication, tout en limitant les effets des stéréotypes de genre ? Type de document : Mémoire Auteurs : Aurore PARIS, Auteur Année de publication : 2019 Importance : 106 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
COSMETIQUE ET PARFUMERIE SECTEUR ; HOMME ; MARQUERésumé : Depuis des millénaires, le maquillage a su montrer ses multiples pouvoirs allant du symbolique jusqu’à l’esthétique. Cependant, son usage a évolué et a laissé entrer des stéréotypes de genre, dictés par la société, souvent liés à la discrimination envers les femmes et aux phobies liées à l’identité de genre, à l’homosexualité. En parallèle, les marques communiquent une image de l’homme bien singulière, dépendant de leurs secteurs d’activité. Une question s’est donc soulevée face à ces discussions : Comment faire adhérer les hommes au maquillage masculin, à travers la communication, tout en limitant les effets des stéréotypes de genre ? Dans le cadre de cette thèse professionnelle, je vous propose une nouvelle approche liée à la relation entre les hommes et le maquillage. Cette approche se basera sur des interviews avec des hommes aux profils variés et uniques. À partir de ces interviews, l’analyse se poursuivra en utilisant la méthode sémiotique structurale Greimas & Courtés en 1986, et de Floch en 1995, mettant en avant l’axe sémantique. Ce modèle est essentiel pour mettre en relief différents discours, à travers un carré sémiotique, sur la relation des hommes qui se maquillent et au maquillage. Ces approches m’ont permis de découvrir que l’image de homme, communiquée par les marques, est capitale pour transmettre un message. Un homme qui se maquille ne devrait pas s’arrêter à un seul standard et devrait bien au contraire se diversifier. Programme : MSc Communication d’Entreprise Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=516448 PermalinkComment 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
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