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Research on Luxury Fashion Brand’s Social Media Marketing Impacts on Customer Relationship and Purchase Intention / Lin XU / 2020
Titre : Research on Luxury Fashion Brand’s Social Media Marketing Impacts on Customer Relationship and Purchase Intention Type de document : Mémoire Auteurs : Lin XU, Auteur Année de publication : 2020 Importance : 48p. Langues : Anglais (eng) Mots-clés : Management
ACHAT ; CONFIANCE ; CONSOMMATEUR ; RELATIONRésumé : Owing to the rise of Internet technology, social media has become the vital part of corporate due to its low cost, fast speed, stability and its close to social networks and customers. Social Media Marketing is an interactive model that can resonate among consumers. What’s more, luxury brands’ social media marketing strategies can increase the public’s understanding of the brand and improve brand loyalty.
Nowadays, more and more luxury brands are paying high attention on Social Media Marketing, so it is needed to use quantitative research methods to study the impacts of social media on luxury brands.
This paper designs a questionnaire on the questionnaire satellite and distributes it to different interviewees. Then, stata15.0 was used to do regression analysis to study the relevance between H1, H2, H3, especially the mediating effect. Finally, I come to the conclusion that SMM(social media marketing) of luxury brands is a very useful marketing method. All affecting factors in SMM of luxury brands have positive impacts on customer relationship and purchase intention, while the influence of entertainment variable is greater than any other attribute. Trust is highly related to purchase intention.Programme : MSc Supply Chain Management Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=534351
Titre : RESISTANCE IN THE SPORT APPAREL AND FOOTWEAR ONLINE INDUSTRY Type de document : Mémoire Auteurs : Hadrien MARGAIL, Auteur Année de publication : 2020 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 : Français (fre) Mots-clés : Management
CONSOMMATEUR ; INNOVATION ; RESISTANCE AU CHANGEMENT ; SPORT ; TEXTILE SECTEURRésumé : Online sales have gained more and more ground over in-store sales. This started with certain industries, particularly with easily dematerializable products such as films or video games. But very quickly, even industries that could not dematerialize their products saw their customers turn to online shopping. This is the case for example of the fashion industry with the advent of brands such as Zalando or Zappos. Sportswear and sports shoes had until now resisted this digital frenzy because of the difficulty of perceiving their fundamental characteristics on the Internet. But the trend is changing. Consumers mainly buy on the internet because they have the possibility to compare prices and have more choice. In order to allow consumers to keep these advantages while at the same time allowing them to have a better idea of the product's characteristics, this paper looks at the different difficult steps in the process of buying sportswear and shoes on the Internet. It is examining the academic literature on the topics of resistance to innovation and then narrow it to the case of online shopping. The quantitative study reveals that the lack of key information and the need to see and touch products are major factors in the resistance to buying sportswear and footwear on the internet. To counter this, two solutions seem interesting for managers to explore: more concrete, relevant and reassuring reviews and 3D avatars that would allow consumers to virtually try products and see the embedded technologies. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529185 Second-Hand Fashion: Trend or Commitment? Towards a New Type of Consumption / Chloé BARBOSA COSTA / 2020
Titre : Second-Hand Fashion: Trend or Commitment? Towards a New Type of Consumption Type de document : Mémoire Auteurs : Chloé BARBOSA COSTA, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
MODE ; COMPORTEMENT DU CONSOMMATEUR ; CONSUMERISME ; DEVELOPPEMENT DURABLERésumé : This seminar paper deals with the new trends regarding the consumption of clothing items due to the environmental impact of the fashion industry. The aim is to analyse whether or not we can witness in France a structural change in the way of consuming towards a more circular economy thanks to the consumption of second-hand clothing. Sustainability seems to be one of the most important and pressing topic since the beginning of the 21st century. It has an influence on most economic sectors and mainly in the fashion industry. This industry has been more and more criticised due to the huge environmental impact of fast-fashion. As we are entering a new decade, and as we are witnessing the growth of the second-hand clothing market, I aim to answer the question of whether or not this U-turn toward “slow-fashion” respectful of the environment is meant to last in France or if it is, once again, a fashion trend that will pass by.
To answer this question I decided to analyse throughout the history of fashion the different trends that have existed regarding the consumption of second-hand clothing. However this historical approach also needs to be combined with a sociological and economical approach to understand why nowadays, consuming used clothing might be morethan just a trend. To go further into the analysis, I led a quantitative analysis thanks to the gathering of 187 answers to analyse the trend in France and to try to understand the mentality of consumers regarding fashion. The results show that a majority of people buy second-hand clothing yet they are not ready to fully commit to this kind of consumption only. However, we also witness that about 80% of the sample believe that this type of consumption is not just a new trend that will fad but it is a true change in the way people will consume. However, one limit of my study is that there have been no previous studies on the consumption of second hand clothing in France, this is why I decided to compare my findings to studies on the US market for second-hand clothing in order to question if this tendency is global or not.Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=530441 Slow fashion. The gap between consumer's expectations and fashion brands' actions: the reason for its unpopularity / Clotilde BAZIN / 2020
Titre : Slow fashion. The gap between consumer's expectations and fashion brands' actions: the reason for its unpopularity Type de document : Mémoire Auteurs : Clotilde BAZIN, Auteur Année de publication : 2020 Importance : 37 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
MODE ; CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR ; DEVELOPPEMENT DURABLE ; MARQUERésumé : PURPOSE: The purpose of this paper is to identify the reasons for the actual unpopularity of slow fashion, by analysing the gap that exists between the actions of the fashion companies and the customers’ expectations regarding slow fashion.
DESIGN/METHODOLOGY/APPROACH: This research is quantitative. An online survey was first conducted on 118 French persons, from 14 to over 60 years old. The aim of the survey was to identify the gap between the brands’ attitude and the consumers’ expectations about slow fashion. With both the theory and the various reports conducted on the fashion industry, four hypotheses were drawn:
H1: “consumers positively see slow fashion”
H2: “consumers do not actually commit with acts”
H3: “the lack of information of the consumer is the most important barrier to the slow fashion expansion”
H4: “the consumer is self-interested and strives for exclusivity”
The aim of the paper is to examine those hypotheses and to verify them with the results of the conducted survey.
ORIGINALITY: The paper examines the reasons for the unpopularity of slow fashion while most of the previous papers on the subject focused on its definition or compared it to fast fashion to examine whether or not it was a credible alternative. It is the first paper to identify the gap between what is done by the fashion industry and what consumers expect.Programme : PGE-Rouen Spécialisation : Cultural and Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=530443 Les stratégies Marketing et l’expérience client en magasin dans l’industrie agro-alimentaire / Camille SERERO / 2020
Titre : Les stratégies Marketing et l’expérience client en magasin dans l’industrie agro-alimentaire Type de document : Mémoire Auteurs : Camille SERERO, Auteur Année de publication : 2020 Importance : 55 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
ENTREPRISE DE DISTRIBUTION ; MARKETING DE LA DISTRIBUTION ; CONSOMMATEURRésumé : Dans cette thèse professionnelle, il s’agit d’aborder un sujet au cœur du management commercial et du marketing qui évoque le lien entre les industriels et les distributeurs : le trade marketing. Les marques ont pour clients directs les enseignes, il est donc essentiel de mettre en place des collaborations pour satisfaire le client final : le consommateur. L’évolution de la grande distribution a amené beaucoup de changements notamment concernant tous les leviers d’actions qui peuvent être mis en place en point de vente physique pour mettre en avant une marque ou un produit. Le consommateur, devenu omnicanal, a également évolué grâce à toutes les nouvelles technologies, le but est désormais de lui faire vivre une réelle expérience client en magasin. Programme : MS Études & Décision Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=534281 PermalinkPermalinkThe impact of celebrity endorsement on consumer’s purchase intention of perfumes. / Oumaima DALOUSSI / 2020
PermalinkThe impacts of augmented reality on the cosmetic shopping experience online / Marie WITTEVRONGEL / 2020
PermalinkThe influence of CSR communication on the attitude of consumers in the sector of renewable energies / Léa DETHOOR / 2020
PermalinkThe influence of social media marketing activities in purchase intention of millennial consumers / Brenda Joanna FAJARDO LUIS / 2020
PermalinkVirtual Reality in the treatment of mental disorders: barriers and opportunities. / Jean-François GILLET / 2020
PermalinkWhat is the impact of design on buyer decision-making process for board games in France ? / Anouk GIRARD-DAGNAS / 2020
PermalinkAre there significant differences in consumer experience between different retail chains offering the same technology? / Chloé LECLAIRE / 2019
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