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Titre : Quelle est l'Influence Réelle des Influenceurs ? Type de document : Mémoire Auteurs : Murphy TEGAN, Auteur Année de publication : 2022 Importance : 64 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Français (fre) Mots-clés : Management
CONSOMMATEUR ; WEBMARKETING
EntrepriseRésumé : Depuis plusieurs années, les médias numériques sont de plus en plus utilisés comme plateformes de marketing. Cette évolution s'est accompagnée de l'essor du marketing d'influence, qui voit les marques payer des influenceurs pour promouvoir leurs produits, leurs services ou leurs marques dans leur ensemble. Comme pour toutes les techniques de marketing, il est nécessaire que les responsables du marketing comprennent l'effet de cette technique de marketing sur les consommateurs. Dans le cadre du marketing d'influence, il est devenu courant de voir des divulgations de parrainage dans les publications de produits. L'objectif de ce mémoire est de déterminer l'effet de différents types de divulgations de parrainage sur l'intention des consommateurs d'acheter le produit ou le service présenté et leur confiance dans les informations données sur le produit ou le service dans le post. Pour ce faire, une revue de la littérature actuelle existante, une enquête internationale auprès d'utilisateurs d'Instagram et une expérience réalisée auprès d'utilisateurs d'Instagram. Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=560164
Titre : The creation of a consumer community through the renewal of a luxury brand Type de document : Mémoire Auteurs : David NONROY, Auteur Année de publication : 2022 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
CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEURRésumé : Our study is based on the renewal of a luxury brand through the creation of a community and facing their new behaviors allowed us to highlight many aspects.
We conducted a qualitative study to target luxury consumers and to better understand their integration within a customer community and all the symbols, motivations, and elements that they could express in front of the concept of luxury and the renewal of prestigious brands.
Furthermore, we wanted to highlight and analyze through our results the mutation of consumer behavior and the whole process of experiential purchase in the luxury universe.
We have deduced that the personalization of the physical and digital experience as well as the transparency of a brand on its practices remain important and at the center of the concerns of new luxury consumers. Despite a strong democratization of prestigious products, luxury must maintain its symbolic image and continue to offer this imaginary and dreamy dimension to transport and conquer new customers who have become very volatile today.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564567
Titre : The impact of Digital marketing on consumer purchasing habits Type de document : Mémoire Auteurs : CYNTHIA LAURELLE NGOUONGO, Auteur Année de publication : 2022 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
ACHAT ; CONSOMMATEUR ; WEBMARKETING
Entreprise
DIGITALRésumé : We live in a world where technology has taken over basically everything we do on a daily basis and has literally impacted the way we shop and interact with people and businesses. the buying and selling of goods and services has evolved from trade by batter in the past to one click on a computer or phone with several propositions, complementary and substitute products and or services. Also, globalization has evolved with the technological advancements and a business does not need to have its headquarters in a particular city, country, or continent to operate there. on a personal note, I was fascinated by the interdependence between businesses, customers, technology, globalization, and many other factors. As I aspire to work in the marketing u=industry in the future, I decided to focus on digital marketing given today’s era and I decided to analyze the impact of digital marketing on purchasing habits as I have personally been affected by it and it is something I witness on a daily basis, the power of the internet and technology.
In this dissertation, we will understand the evolution of marketing, the different styles of digital marketing, the impact it has on consumer behaviors ad from there, define a hypothesis to be analyzed with statistics.Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562055 To what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? / Antoine ROUQUET / 2022
Titre : To what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? Type de document : Mémoire Auteurs : Antoine ROUQUET, Auteur Année de publication : 2022 Importance : 33 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
CONSOMMATEUR ; MARQUE ; SPORTRésumé : The purpose of this research is to analyze the impact of long-term team performance on consumers through their attitude to the brand sponsoring the team and their intention to purchase. Based on previous research conducted, this relationship is analyzed while introducing a moderator which is the congruence or fit between a sponsored team and its sponsor brand. Here, the following question will be studied: To what extent do the performances of sports teams have an impact on the sponsor's brand with the consumer?Quantitative research was design to analyze these effects. Based on a questionnaire designed with Qualtrics.com, 143 responses from several social networks (i.e., Schools, LinkedIn, Facebook,Instagram) were analyzed to confirm or disconfirm four hypotheses. This study confirmed assumptions made, finding that the long-term performance of a team impact positively the consumer’s attitude to the sponsor brand and intention to purchase. Also, these findings suggested a moderating effect of perceived congruence/fit between the team and its sponsor, strengthening the positive effects of long-term team performance on attitude to the brand and intention to purchase. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566725 To what extend does the deposit system influence consumers in the luxury cosmetic sector ? / Clémence DUPREZ / 2022
Titre : To what extend does the deposit system influence consumers in the luxury cosmetic sector ? Type de document : Mémoire Auteurs : Clémence DUPREZ, Auteur Année de publication : 2022 Importance : 31 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
CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; DEPOTRésumé : The ecological stakes in the cosmetics sector are source of many innovative developments in terms of product composition but also packaging. Brands are trying to adapt their offer to new consumer expectations. In addition, the progressive return of the deposit system in the retail sector raises questions about the possibility for cosmetic brands to implement this system in their businesses, which would allow them to combine packaging innovation and environmental responsibility.A quantitative study was conducted to determine whether the deposit system, applied to the luxury cosmetics sector, would influence consumers’ attitude towards the brand, consumers’ purchase intention and their relationship with the brand. Therefore, the study tends to determine whether luxury cosmetic brands would benefit from implementing the deposit system.In this study, four different cosmetic product pictures were used (skincare, make-up, perfume, hygiene) and were presented so that each respondent received the picture of the cosmetic product he/she uses the most. First the product was presented as a classic innovation and the respondents had to answer questions about the product and the brand. Then a scenario explained that the product was consigned by the brand and the respondents were asked the same questions as before about the product and the brand to assess the influence of the deposit system on consumer behavior.The statistical analysis revealed that the deposit system positively influences consumer purchase intention and the consumer-brand relationship. However, it did not show any significant result regarding the influence on the consumer's attitude towards the brand. The study also found that the deposit system had a positive influence on the eco-friendliness of the product in the eyes of the consumers.Through this study we were able to conclude that consumers are sensitive to the deposit system for luxury cosmetics and that brands could consider implementing this system in their business if future research succeeds in verifying the viability of such a system in this sector. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566727 PermalinkPermalinkArt and luxury. What are the limits of the artification strategies of luxury companies? / WEISGERBER CLOÉ / 2021
PermalinkPermalinkPermalinkA l’ère du digital, sur un marché où la concurrence est rude et abondante, quelles sont les stratégies marketing digitales utilisées par les Pure Players et comment parviennent-ils à fidéliser leur clientèle ? / Anaëlle PILARD / 2021
PermalinkFrench Gen Z and Millennials’ behaviour towards the environmental strategies of champagne brands Champagne brands and their environmental strategies: what effects on French Millennials and Gen Z's behaviour? / Eléonore BUTTIN / 2021
PermalinkHow Covid-19 influenced the shift in marketing strategies of the luxury residential real estate sector: Case of India. / Rena VORA / 2021
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