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THE POWER OF LOVE IN CONSUMER ATTITUDE: AN INVESTIGATION IN THE SECTOR OF LUXURY PERFUMES / Olivia KOHLER / 2019
Titre : THE POWER OF LOVE IN CONSUMER ATTITUDE: AN INVESTIGATION IN THE SECTOR OF LUXURY PERFUMES Type de document : Mémoire Auteurs : Olivia KOHLER, Auteur Année de publication : 2019 Importance : 26 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
EMOTION ; COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; ANALYSERésumé : This research paper contributes to the study of positive emotions in consumer behavior with a particular focus on love. The heart of our subject is to analyze consumers’ attitude and feelings toward a stimuli inducing love and more precisely an ad inducing love in the sector of luxury perfumes. The aim is to demonstrate and measure the unique effect of love and prove that it conduces to the creation of a positive correlation on consumer attitude toward the ad itself, the brand and the purchase intention. To do so, thanks to an online survey, we conducted a quantitative analysis. Indeed, we created an experimental stimuli where our respondents could see randomly either a famous luxury fragrance ad with a marketing and communication strategy focused on love or a neutral ad we created. The aim was to measure clearly the unique effect of love compared to non-love. The findings demonstrated that the presence of love has a crucial positive influence on consumer attitude and behavior since it increases significantly the positive attitude toward the ad, the brand and the purchase intention. Also, we decided to include a mediator in our study by demonstrating that trust mediates positively the link between love and consumers’ positive attitude. Thus, thanks to this study, our findings provide recommendations for luxury managers in order to help them to use in an efficient way the emotions in their advertising campaigns and especially love. Also, it will help them to understand better the attitude of their consumers while providing products fitting their wants and needs. Finally, this study will show to the managers of luxury perfumes how to increase and maintain brand trustworthy, brand preference while increasing consumer purchase likelihood. Note de contenu : PGE: Bibliogr.P. 25-26 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497677
Titre : The psychology of Luxury Consumption Type de document : Mémoire Auteurs : Pauline GORGUET, Auteur Année de publication : 2019 Importance : 26 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 ; MARQUE ; CONSOMMATION ; CONSOMMATEURRésumé : The Gucci brand is subject to numerous counterfeits. Nevertheless, in recent years, it has become the best-selling and best-known luxury brand in the luxury market! Indeed, in 2018, it was recognized as the fastest growing luxury brand (+ 30% Interbrand, Lyst), and the most consumed by millennials. The digital natives are very different from previous generations: they clearly contribute to the growth of luxury consumption and they expect a lot from the brand’s behaviors. It seems interesting to me to discuss how Gucci managed to reach the millennials and why they are consuming this brand today. This seminar paper examines the psychology of luxury consumption applied to the luxury brand Gucci. Two main topics are explored: i) who are the consumers of the brand and ii) why do they consume these products. In order to answer my problematic “What motivates people to buy Gucci and who are these consumers?”, my seminar paper is organized in different sections: The first chapter which explore the luxury’s sector and the history of the brand Gucci, is followed by a second chapter, the literature review, which covers the luxury consumption during time and the reasons for its consumption. In this chapter, an overview of Gucci's consumers, past and present, will be given. The Third Chapter will be the data collected and the data analysis of my seminar paper. I made primary and secondary data researches to know how people perceive the consumption of the brand Gucci and what are their motivation to consume it. I also want to know who the consumers are today, and that’s why I also made a quantitative research to understand the needs and expectations of the consumers. I really want to know how Gucci have such a high growth since few years, even though it is one of the most counterfeited brands. Note de contenu : PGE: Bibliogr.P. 23-25 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497673 THE RISE OF STREETWEAR AESTHETICS IN MAINSTREAM FASHION AND IT’S EFFECTS ON THE CONSUMER BEHAVIOR TOWARDS THE FASHION INDUSTRY / Naga Neeraj KORADA / 2019
Titre : THE RISE OF STREETWEAR AESTHETICS IN MAINSTREAM FASHION AND IT’S EFFECTS ON THE CONSUMER BEHAVIOR TOWARDS THE FASHION INDUSTRY Type de document : Mémoire Auteurs : Naga Neeraj KORADA, Auteur Année de publication : 2019 Importance : 44 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 ; COMPORTEMENT DU CONSOMMATEUR ; MODE ; INDUSTRIE DU LUXE SECTEUR ; INDUSTRIE CULTURELLE SECTEUR ; TEXTILE SECTEURRésumé : Streetwear, it’s a term coined in the 80’s, and a culture largely shunned by big fashion labels, fast fashion brands and society itself, well until 2010. People who used to be a part of the streetwear community were often the “burnout” kids who skate, smoke marijuana, listen to experimental rock and hip hop and were usually called losers by the general population. Huge Fashion brands wanted nothing to do with this culture or the people, so much so that when Supreme(who were at the forefront of this culture in NYC) made skate decks resembling the Louis Vuitton monogram in the early 2000’s, LVMH hit Supreme with a cease and desist. Now fast forward to 2017, Louis Vuitton basically begged Supreme for a collaboration and made it happen. That is just the start as now some of the biggest names in fashion now like Virgil Abloh, Heron Preston, Jerry Lorenzo, Pharrell Williams, Kanye West have all come from nothing, and are outsiders who have helped make streetwear become this behemoth. Now, streetwear is no longer represented by the kids in skateparks, it’s represented by rich kids in Calabasas, SOHO and Beverly Hills. Note de contenu : MSC IN MARKETING FRENCH EXCELLENCE: Bibliogr: P. 43-44 Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=503733 UNDERSTANDING MOTIVATION OF VIETNAMESE MIDDLE-CLASS CONSUMERS IN LUXURY CONSUMPTION / Tran Yen Phuong LAM / 2019
Titre : UNDERSTANDING MOTIVATION OF VIETNAMESE MIDDLE-CLASS CONSUMERS IN LUXURY CONSUMPTION Type de document : Mémoire Auteurs : Tran Yen Phuong LAM, Auteur Année de publication : 2019 Importance : 16 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 ; CONSOMMATION ; VIET NAMRésumé : Purpose: Luxury consumption is not a new topic for research and study. However, not many researchers have conducted these kind of study for Vietnam market, especially targeting the middle-class consumers, the big potential segment for future consumption in over the world. After studying, five main motivation of Vietnamese middle-class consumers are indicated, belonging to product, personal and social dimensions, such as gifting, other’s influence, investment in future, buying for special occasions and buying in emotion. Even though this study did not find out the relationship among these motivations and purchase intention, this study can be the first step for future research about Vietnam luxury market to help marketers draw the full picture to understand well their targeted segment. Methodology: A logic and structured questionnaire was conducted via online to recruit the respondents in Hanoi and Ho Chi Minh cities. Total 138 questionnaires were collected but only 132 were meaningful for making analysis. Implication: Understanding key motivations of middle-class helps marketers of luxury brands to make the right decisions for penetration or to seek for serving the new customers in Vietnamese market. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497682 L’utilisation du digital par le luxe pour proposer des expériences singulières auprès des Millennials / Alexandre MICHEL / 2019
Titre : L’utilisation du digital par le luxe pour proposer des expériences singulières auprès des Millennials Type de document : Mémoire Auteurs : Alexandre MICHEL, Auteur Année de publication : 2019 Importance : 63 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
INDUSTRIE DU LUXE SECTEUR ; INTERNET ; MARKETING EXPERIENTIELRésumé : Dans un contexte de démocratisation d’internet, les marques de luxe connaissent actuellement un tournant stratégique dans leur approche face au digital. Ce mémoire s’intéressera aux raisons qui ont poussé cette industrie conservatrice à conquérir un réseau qui semble poursuivre des convictions bien différentes de ceux du luxe. Nous nous intéresserons particulièrement à la place des Millennials, cette génération de personne nées entre 1980 et 2000, pour pouvoir justifier ce virage vers les stratégies 2.0. Nous verrons qu’ils représentent un enjeu primordial et que la conquête de cette cible est vitale pour garantir une évolution fructueuse. Toutefois, nous verrons que cette cible comporte des habitudes de consommation radicalement différente des générations précédentes et nécessitera de revoir en profondeur l’approche traditionnelle du luxe. Bien que cette industrie se fonde essentiellement sur l’excellence des produits, nous justifierons que les expériences seront grandement valorisées par cette génération. Enfin, nous observerons de quelles façons le digital complète les stratégies amorcées en magasins, permettant de développer un parcours cohérent et omnicanal. Note de contenu : Bibliogr. p.63 Programme : Tema Spécialisation : Disruptive marketing & new markets Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484664 What are the motivational factors that encourages young consumers into purchasing luxury goods? / Angélica BAEK / 2019
PermalinkPermalinkBuilding brand equity through customer satisfaction in the luxury clothing industry / Katerina TSIHLAS / 2018
PermalinkPermalinkCollaborations in the luxury fashion industry: from a cash-in strategy to a lasting cultural phenomenon / Ilaria FERRARI / 2018
PermalinkComment les femmes sont-elles représentées dans la publicité, pourquoi sont-elles représentées de cette manière et quelles sont les attitudes des consommateurs vis-à-vis de ces représentations ? Focus sur les publicités de parfum de luxe / Izette KELLY / 2018
PermalinkComment utiliser l'effet de célébrité pour développer les marques de luxe sur le marché chinois / Wenjia HAO / 2018
Permalink« Digital Native Vertical Brand ». Développement et impact sur le marché du luxe français / Mathilde LE RUZ / 2018
PermalinkPermalinkHow luxury companies can use connected objects to improve customer experience? / Amélie DELAMARE / 2018
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