Mots-clés
Management > GESTION DU MARKETING > POLITIQUE COMMERCIALE > POLITIQUE DE PRODUIT > MARQUE
MARQUESynonyme(s)Logo Extension de marqueVoir aussi |
Documents disponibles dans cette catégorie (936)
Ajouter le résultat dans votre panier Faire une suggestion Affiner la recherche
Etendre la recherche sur niveau(x) vers le haut et vers le bas
Valuation of the brand in football clubs. A case study: Real Madrid Club de Futbol / Vincent DODU / 2019
Titre : Valuation of the brand in football clubs. A case study: Real Madrid Club de Futbol Type de document : Mémoire Auteurs : Vincent DODU, Auteur Année de publication : 2019 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 page. Langues : Anglais (eng) Mots-clés : Management
IMAGE DE MARQUE ; MARQUE DE DISTRIBUTEUR ; SPORT ; VALEUR ACTUALISEERésumé : This Seminar paper introduces the models for estimating the brand value of football clubs. We computed data and we reviewed thesis, about brand valuation. The several models are available as demand of the tutor and snapping of them are available in indices. The brand valuation has become one of the most issue in company valuation. The theories were even more developed after the introduction of IFRS 3 (grouping of companies) and IFRS 13 (fair value of assets). Those two regulatory changes need companies to get involved into fair value adjustments in the allocation of Goodwill. The main hypothesis is that importance of the brand in operating the business of football clubs. A football fan is the most irrational investor and customer and the brand is the main assets of these clubs. We will explain the impacts and how to value a brand and we will compute the brand of the most famous club in the world, Real Madrid CF. The aim is to prove that even if the brand is only a non-significant amount on the book value (patents, trademarks, IP, website domain…) the fair value of the brand identity represents the biggest part of the football clubs. Note de contenu : PGE: Bibliogra. P.30 Programme : PGE-Rouen Spécialisation : Finance d’Entreprise - Corporate Finance Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=495842 What are the motivational factors that encourages young consumers into purchasing luxury goods? / Angélica BAEK / 2019
Titre : What are the motivational factors that encourages young consumers into purchasing luxury goods? : To what extend does social media affect consumption of luxury goods amongst young consumers? Type de document : Mémoire Auteurs : Angélica BAEK, Auteur Année de publication : 2019 Importance : 62 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
DEVELOPPEMENT ECONOMIQUE ; INDUSTRIE DU LUXE SECTEUR ; JEUNE ; MARQUE ; WEBMARKETING ; SITE INTERNET ; MEDIARésumé : In 2018, Millennials represented 27% of the global population or about 2 billion people . As millennials are increasing, the luxury industry is increasing too, and this can be explained because millennials are spending their money differently than previous generations, where they are confident in how they are spending their money. Additionally, millennials contributed 100% on the luxury market growth in 2018 and this is expected to keep growing and by 2025 they will contribute 130% in the luxury industry. Millennials are the top users in social media platforms, and this is why they are more susceptible to be exposed to any brand. And this is possible because of Influencer Marketing, and this strategy is taking the lead in endorsements of products and services, because they are able to reach a niche audience and bring brand awareness to consumers. This study aimed to figure out what are the motivational factors that encourages young consumers in purchasing luxury goods and to what extent does social media affects their purchasing decision.The research data was collected by a survey where there were 117 respondents from France, Chile, South Korea, United States of America and China. The data was analyzed with SPSS. The results were positive, where all the hypotheses were accepted. It shows also that respondents also buy luxury products in order to be part of a reference group and because people around them own a luxury good. Note de contenu : PGE: Bibliogr.P. 16-18 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497666 What is the impact of the brand’s image on the adoption of the self-driving car? / Théo GENEVOIS / 2019
Titre : What is the impact of the brand’s image on the adoption of the self-driving car? Type de document : Mémoire Auteurs : Théo GENEVOIS, Auteur Année de publication : 2019 Importance : 34 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
AUTOMOBILE SECTEUR ; IMAGE DE MARQUE ; INNOVATION TECHNOLOGIQUE ; COMPORTEMENT DU CONSOMMATEURRésumé : This study underlines the impact of the brand image on the adoption process of the driverless car. 3 brands with 3 different brand images have been chosen to make an experimentation: First comes Renault, a French middle-range car manufacturer, then Audi, a German premium and technology oriented car brand and finally Google, expert in the artificial intelligence, eager to explore a new wide market such as autonomous car industry.
The study confirms the 3 brand images and highlights potential issues in customer perception of Googles. Questions about private life are evocated by respondents but the brand mainly appears has a high-tech expert. Brand image is therefore playing an important role and especially through brand trust in the adoption process. Renault is logically the brand which convince the less customers with the lowest trust and adoption score.
The study reveals that Audi is the brand perceived as the most congruent with the highest rate in term of trust in the brand, but it seems that the driverless car is more perceived as an AI product than a car which leads to reduce consequently trust of respondents while talking trust in the brand for designing a driverless car. The expertise required benefit to Google which has the highest adoption willingness score.
However, attitude toward Google seems to be highly reduced when customers are getting older. They are the ones who are the most afraid of spying image of Google and are more likely to trust car brands they know since their childhood.Note de contenu : Bibliographie p.28-29 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494621 Are health claims powerful enough to make consumers trade branded products for poorly known but healthier ones? / Eugénie CASTRES / 2018
Titre : Are health claims powerful enough to make consumers trade branded products for poorly known but healthier ones? Type de document : Mémoire Auteurs : Eugénie CASTRES, Auteur Année de publication : 2018 Importance : 34 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 ; SANTE ; MARQUERésumé : The goal of this research was to develop further findings on consumer behavior and especially on how they would respond to brands and health claims on the market of food. This research has allowed us to confirm that consumers are becoming more health conscious today and that they are very responsive to “clean claims” (organic, natural…). It more specifically focuses on how both claims that are very present today and product’s brand are affecting consumers’ choice of food consumption. People were asked to give details on how they perceive health and food today and were then presented with to different products with different brands, packaging and claims to assess how responsive they would be to each of them. Findings indicated that those who scored highest on a health consciousness scale were less likely to choose brand over healthiness of product. Note de contenu : Bibliogr. p.33-34 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485050 L’attachement au lieu en grande surface spécialisée : cas de l’enseigne Darty / Xavier COCHET / 2018
Titre : L’attachement au lieu en grande surface spécialisée : cas de l’enseigne Darty Type de document : Mémoire Auteurs : Xavier COCHET, Auteur Année de publication : 2018 Importance : 59 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
GRANDE SURFACE ; COMPORTEMENT DU CONSOMMATEUR ; IMAGE DE MARQUERésumé : Face aux changements des habitudes de consommation et l’avènement du commerce en ligne, le secteur de la grande distribution se doit de réagir et lutter contre la baisse de fréquentation. Cette recherche s’intéresse alors à connaître l’attachement des consommateurs à l’enseigne en grande surface spécialisée et tente de comprendre les variables qui influencent cet attachement dans le but de proposer des recommandations visant à augmenter et redynamiser l’affluence en magasin. Une revue de littérature a d’abord servi à identifier des antécédents à l’attachement, puis un questionnaire en ligne a permis de récolter des données auprès de 112 répondants. Enfin, l’analyse des données sur des logiciels statistiques a donné les résultats suivants : L’aide en magasin, le fait de pouvoir évaluer rapidement les produits et le fait de pouvoir localiser rapidement les produits en magasins influencent positivement l’attachement à l’enseigne. Par ailleurs, bien que le besoin de manipuler les produits ait son importance auprès des répondants et ce, en particulier chez les jeunes générations, il n’est pas démontré qu’il ait un lien direct avec l’attachement. Enfin, il a été démontré que l’attachement avait un impact positif sur la fidélité. Note de contenu : Bibliogr. p.56-59 Programme : MS Études & Décision Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485184 Brand Management / Michael BEVERLAND / SAGE PUBLICATIONS LTD (2018)PermalinkBrand Transformation / Keith GLANFIELD / ROUTLEDGE. TAYLOR & FRANCIS GROUP (2018)PermalinkBrand 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 / 2018PermalinkPermalinkLe Co-branding des marques de luxe / Marie AUBRY / 2018PermalinkComment une entreprise contemporaine peut-elle acquérir rapidement une forte image de marque auprès de ses consommateurs ? / Julian CHAVANNE / 2018PermalinkCommunicator / Marie-Hélène WESTPHALEN / PARIS : DUNOD (2018)PermalinkCompany turnaround and growth strategy / Claire TUCCELLA / 2018PermalinkLe développement de l'entreprise à l'international / Jean-Michel HUET / Pearson (2018)Permalink
LIBRARY - Campus Rouen
NEOMA Business School
pmb
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26