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Does stating that a product is made from specific terroir enhance existancial authenticity ? / Celia PUCCI / 2020
Titre : Does stating that a product is made from specific terroir enhance existancial authenticity ? Type de document : Mémoire Auteurs : Celia PUCCI, Auteur Année de publication : 2020 Importance : 29 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
CLUSTER ; MARKETING DIRECT ; COMPORTEMENT DU CONSOMMATEUR ; MARQUERésumé : This paper analyzes the extent to which mentioning that a product is made from a specific terroir enhances existential authenticity perception. As we tried to find variables that could explain the relationship between terroir ingredient mentioning and existential authenticity perception, we focused our analysis on consumers’ personality traits such as vanity and self-esteem.To answer this question, we compared the responses of 120 students or young graduates thanks to a between-groups experiential design and measured the level of self-esteem and vanity for each respondent.Our results showed that stating that a product is made from a specific terroir ingredient enhances existential authenticity perception. While we failed to prove that vanity and self-esteem were mediators, the results demonstrate that the degree of vanity powerfully influences the strength of the relationship between the mention of terroir ingredient and existential authenticity perception. Also, we noticed that the level of self-esteem definitely impacts consumption patterns.This study emphasizes the need to value terroir as an enhancer of authenticity and to take into account consumer traits such as vanity and boost self-esteem when it comes to creating and selling a product. Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529794 How are internal and external triggers linked with FOMO induced e-purchasing?: Link between FOMO tendencies and marketing strategies based on FOMO for millenials / Coralie ARGENTO / 2020
Titre : How are internal and external triggers linked with FOMO induced e-purchasing?: Link between FOMO tendencies and marketing strategies based on FOMO for millenials Type de document : Mémoire Auteurs : Coralie ARGENTO, 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 : Anglais (eng) Mots-clés : Management
WEBMARKETING ; MARKETING EXPERIENTIEL ; COMMERCE ELECTRONIQUE ; COMPORTEMENT DU CONSOMMATEURRésumé : The Fear of Missing Out (FOMO) is popular concept, which refers to the fear of missing an event or a good discount on a product. While this concept has been defined by researchers in the past years, the link between internal tendencies towards FOMO and the response mechanisms to marketing strategies using FOMO has not been demonstrated.
This paper will focus on the question: How are internal and external triggers linked with FOMO induced e-purchasing?
A quantitative questionnaire conducted online will be analysed in order to get insights from the consumers.
In doing so, this paper demonstrates that the external introduction of FOMO does not necessarily increase the purchase intention in general but the more people have FOMO tendencies, the more likely they are to make a purchase when FOMO is also externally introduced.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529843 How did e-commerce become in a decade a major performance challenge for the luxury brands? / Margaux GRISLAIN / 2020
Titre : How did e-commerce become in a decade a major performance challenge for the luxury brands? Type de document : Mémoire Auteurs : Margaux GRISLAIN, Auteur Année de publication : 2020 Importance : 22 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
COMMERCE ELECTRONIQUE ; MARQUE ; PRODUIT DE LUXERésumé : Would you buy a luxury car online? Would you buy a luxury car without trying it out?
Personally, and like many Western consumers, I am convinced that luxury is not actually "luxury" when bought online. I associate the pleasure of buying to the product itself but also to the experience of physically entering the brand's universe, to see the desired product and to be able to try it out. This is confirmed by a Belgian study by Angy Geerts and Nathalie Veg-Sala, in which almost all respondents were reluctant to buy luxury products online. Yet somewhere in the world in 2016, in just 18 seconds 100 Maserati cars were sold for $100,000 each on the Alibaba websiteProgramme : PGE-Rouen Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529834
Titre : How do social media increase intention to purchase counterfeit goods online? Type de document : Mémoire Auteurs : Elsa MICHARD, Auteur Année de publication : 2020 Importance : 56 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 SOCIAL ; CONTREFACON ; COMMERCE ELECTRONIQUERésumé : The aim of this study is to investigate the link between the use of social media and the consumption of counterfeit online and, more specifically, to investigate how social media increase intention to purchase counterfeit goods online. This study is a qualitative research based on 8 in-depth interviews which sheds light on some specific features of social media (their viral nature, inspirational power and interpersonal aspect…) and reveals how these features influences consumers’ behaviour and can lead them to purchase counterfeit products online. Based on these findings, the authors identified three dimensions of social media (Social media influencers, user-generated content and proximity counterfeit sellers) that contribute to increasing consumers’ intentions to purchase counterfeit online. Although previous studies investigated the perspective of counterfeit sellers on social media, this study is among the first one to explore how the use of social media can influence counterfeit consumption. This paper is of major interest for luxury brands in their fight against online counterfeiting, especially as some respondents revealed deliberately choosing to purchase counterfeit items online instead of buying legitimate products. Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529788 How luxury companies have to adapt their supply chains to meet e-customers’ expectations / Mathilde BOCLET / 2020
Titre : How luxury companies have to adapt their supply chains to meet e-customers’ expectations : e-commerce in the luxury sector Type de document : Mémoire Auteurs : Mathilde BOCLET, 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
INDUSTRIE DU LUXE SECTEUR ; CHAINE LOGISTIQUE ; COMMERCE ELECTRONIQUERésumé : Following the expansion of technological devices in each household, e-commerce has been booming. Online consumers are increasingly inclined to buy all kind of products: electronical devices, books, clothes, furniture including luxury products. At the first sight, luxury brands did not consider online shopping as an opportunity but rather than a threat for their business. Luxury brands were afraid that e-commerce might have tarnished their exclusivity and uniqueness images. Despite a first reluctance to hit the online market, luxury brands have progressively converted to the online sale. Dealing with this new business model represents a real challenge for companies whose online clients have high expectations regarding online client shopping experience. In order to manage all the challenges that companies have to face, a qualitative methodology has been chosen to answer the main research question: How luxury companies have to adapt their supply chains to meet e-customers’ expectations? Three companies have been selected to conduct this qualitative methodology. The results of those interviews showed that omnichannel, deliveries and inventory management issues, online service quality and environmental issues represent the major topics that companies are dealing with in order to satisfy clients’ expectations. Programme : PGE-Rouen Spécialisation : Supply chain Management and purchasing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531072 PermalinkPermalinkLuxury goods and the emergence of a new contemporary art movement: a social and business study through the cases of Christie’s and Sotheby’s / Juliette THEVIGNOT / 2020
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