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Redefining Retail : 10 Guiding Principles for a Post-Digital World / Philip KOTLER / WILEY PUBLISHING (2024)
Titre : Redefining Retail : 10 Guiding Principles for a Post-Digital World Type de document : e-book Auteurs : Philip KOTLER, Auteur Editeur : WILEY PUBLISHING Année de publication : 2024 Importance : 313 p. ISBN/ISSN/EAN : 978-1-394-20471-7 Langues : Anglais (eng) Mots-clés : Management
COMMERCE DE DETAIL ; MARQUERésumé : Discover the new realities of working in the post-digital era of consumer brand and retail marketing. In Redefining Retail: 10 Guiding Principles for a Post-Digital World, renowned international marketers Prof. Philip Kotler and Dr. Giuseppe Stigliano deliver a timely and insightful examination of retail and consumer brand marketing. In the book, you'll find practical and concrete techniques for redefining your organisation's internal operations and processes, as well as its business strategy. Nombre d'accès : Illimité En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=582038
Titre : Building Corporate Identity, Image and Reputation in the Digital Era Type de document : e-book Editeur : Routledge Année de publication : 2023 Importance : 573 p. ISBN/ISSN/EAN : 978-1-00-038217-4 Langues : Anglais (eng) Mots-clés : Management
MARQUE ; IMAGE DE MARQUERésumé : Brands - corporate, products, service - today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world. Nombre d'accès : 1 En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572728 Can a brand rebuild trust after a scandal ? / BEA NASERI, YVETTE-RITA UYAH / 2023
Titre : Can a brand rebuild trust after a scandal ? Type de document : Mémoire Auteurs : BEA NASERI, YVETTE-RITA UYAH, Auteur Année de publication : 2023 Importance : 42 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
CONFIANCE ; MARQUE ; CONSOMMATEURProgramme : MSc Business Development & Clients Grands Comptes Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581880 Body inclusivity: myth or reality? / Eugénie GUIMIER / 2022
Titre : Body inclusivity: myth or reality? Type de document : Mémoire Auteurs : Eugénie GUIMIER, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
BEAUTE ; CODE ; COSMETIQUE ET PARFUMERIE SECTEUR ; IMAGE ; INDUSTRIE DU LUXE SECTEUR ; MARQUE ; TEXTILE SECTEURRésumé : As body inclusivity promoted by brands has become an increasingly controversial topic, especially by underrepresented consumers, this study aims to better understand how cosmetics and lingerie brands communicate about diversity and inclusivity, whether this is only a "myth" or if it is indeed a reality. To investigate this topic, a qualitative approach was made, and 12 women were interviewed to share their relationship with cosmetics and lingerie, and their opinion on beauty codes put forward by brands for decades. During the interviews, a netnographic study was conducted: two examples of cosmetic brands and two examples of lingerie brands, more or less inclusive, were given to the respondents in order to help them express their point of view and better understand their position. Three main findings have emerged from this study. The first one indicates that consumers motivations for buying cosmetics and lingerie are different between the two sectors, cosmetics creating more pleasure to the consumer, who is more attentive and influenced by the advertisements she sees daily compared to lingerie, which women often feel they have to buy out of need rather than want for pleasure. This is mainly due to the way companies communicate to consumers about women's beauty and bodies through their advertising. The second finding highlights that no matter the industry, women are looking for more authenticity and more engagement from cosmetics and lingerie brands, even if some are still looking for campaigns that make them dream, not because they trust them but more because they find it beautiful, as they have become distant enough to know these ads don’t always reflect the reality. Therefore, the last finding helps to understand that even though consumers generally agree on beauty codes that are often put forward by brands and from which they want to break away, it is often more difficult for them to do so in lingerie than in cosmetics, especially because of the intimacy of the revealed body. Consequently, women's positive thinking about inclusivity is not always reflected in their purchasing decisions, perhaps because brands do not yet go far enough to break these beauty codes and embrace inclusivity. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564583 Brand extensions in the experience economy era. The trend of luxury fashion brands entering theHospitality world. How does the brand perception of Bulgari Hotels compare to that of Bulgari stores? / Laura GIUSSANI / 2022
Titre : Brand extensions in the experience economy era. The trend of luxury fashion brands entering theHospitality world. How does the brand perception of Bulgari Hotels compare to that of Bulgari stores? Type de document : Mémoire Auteurs : Laura GIUSSANI, Auteur Année de publication : 2022 Importance : 75 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte office 365 via e bouton connexion en haut de la page. Langues : Anglais (eng) Mots-clés : Management
BULGARIE ; INDUSTRIE DU LUXE SECTEUR ; MARQUERésumé : The aim of this research is to contribute to studies conducted on luxury brands ’extension which remainlimited both in quantity and scope despite the increasing popularity of such type of brand extension. Asecond reason to conduct a research study on this topic was to offer a new perspective by adding thenotion of experience economy to the theoretical elements reviewed and then linked to the empiricalresearch.The study begins with an in-depth review of literature on the definition of luxury to then offer acomprehensive introduction to the experience economy era to allow the reader to contextualize thephenomenon of luxury goods-luxury hospitality brand extensions. The third section is devoted to a briefand targeted introduction to branding and branding in luxury and it is followed by a section on brandextensions.To tackle the issue on if luxury brands can be able to translate their identities into hotels as an extensioncategory, it was decided to proceed by using a case study example. The choice was to focus on Bulgari, aluxury jewelry brand founded in Rome in 1884. The global expansion of the brand started in the 1970swhile the first announcement of the extension into Bulgari Hotels and Resorts happened in 2001. The firstHotel opened in 2004 and, fast-forward 2021, the company has seven properties around the Worldalready operating in its portfolio and five in the pipeline (Bulgari Hotels & Resorts, 2021; LVMH, 2011:Bulgari, 2021). The reasons for choosing Bulgari as case study for this dissertation find their roots in bothpersonal and objective matters. First, the author of this research has carried out a work experience at theBulgari property in London, which was the source of inspiration behind the research title. This personalconnection to the brand was also considered a facilitator to the conducting of the field research and tothe understanding of the interviews’ results. More importantly, the most objective and compelling reasonis the brand’s relevance in the luxury world as Bulgari is an active brand, constantly searching for newcreative products and services to offer all-round luxury life experiences to its fans. The brand also succeedsat its aim to do so without forgetting its history and heritage (LVMH, 2011). This last point makes Bulgarian example of pure luxury brand that has followed throughout the luxury business strategy even throughextensions (Kapferer, 2015). By looking at what seems to be an extraordinarily successful example ofgoods-to-service brand extension the aim is to find out whether Bulgari Hotels provides a real Bulgariexperience by comparing the brand perception and experiences of customers in store and at the Hotel.To make such comparison, the q ualitative research method was chosen, and it comprises a field researchbased on store and hotel site visits followed by semi-structured interviews conducted by a sampleReproduction et diffusion interdites
selected by the researcher based on convenience. The results of the empirical study, combined with thereview of existing literature on the topics involved provided interesting insights regarding Bulgari’s use of the brand extension: an extension aiming at enhancing the customer experience or mere expansion intoa new category under the same brand name. What has been concluded is that the answer cannot be clear- cut. First, a series of limitations to the empirical research must be considered (such as the limited quantityof interviews that could be carried out), but also the lack of study of multiple brand extensions.What was concluded is that it is not clear whether the success of Bulgari Hotels can be attributed to theuse of the Bulgari brand as the Bulgari brand identity is not fully reflected into the properties and thatperhaps Bulgari is missing out on the opportunity to leverage the brand extension to enhance brandloyalty for the parent brand. However, it was suggested by interviewees that Bulgari Hotels is moreattractive to a younger clientele opening a new segment or allowing to recruit new future customers ofBulgari jewels and products.Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566728 Does the new alliance between rap music and fashion luxury brands have an influence on consumer buying behavior ? / Gamze SOYLU / 2022PermalinkExploring the Effects of Online Influencers on Company Brand Fit / Jialai REN / 2022PermalinkHow can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022PermalinkHow can the market for responsible and sustainable clothes be made accessible to the most modest? / Sophie KUBWIMANA / 2022PermalinkHow do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022PermalinkHow hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022PermalinkHow should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022PermalinkHow to implement Memetic Power in Luxury Fashion Communication Strategies? / Marco SALCINI / 2022PermalinkL’impact des influenceuses/eurs sur le choix des consommateurs. / Ulrich LEPAGE / 2022PermalinkInfluencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands / Juanita GUTIERREZ / 2022Permalink
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