Titre : |
« Origin, transformation and representation of exotic skins and furs in the luxury industry: between fascination and resistance, how consumers’ moral judgment impacts final perception of the brand? » |
Type de document : |
Mémoire |
Auteurs : |
Clémence VILT, Auteur |
Année de publication : |
2020 |
Importance : |
39 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management INDUSTRIE DU LUXE SECTEUR ; IMAGE DE MARQUE ; CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR
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Résumé : |
Can the reputation of a luxury brand be impacted by the products it sells? The aim of this research paper is to better understand consumer’s position towards controversial products such as luxury products made of exotics and precious skins or furs. Recent years have witnessed increasing criticisms against animal consumption and animal abuse due to a new moral, social and environmental awareness. Consumers are changing their habits and they are now expecting full traceability and transparency from companies. Considering high controversial luxury products made of exotics skins and furs, we wonder how the consumer’s moral judgement appreciate these products and how this moral appreciation would in turn impact the brand’s final evaluation, or loyalty?
We performed a quantitative study, the analysis of which revealed a growing negative evaluation of luxury brands selling exotic skins and furs items compared to brands which do not offer such products. Moreover, this analysis allowed us to demonstrate that this final bad perception of the brand was influenced by a negative moral judgment of the consumer towards these controversial products. It is therefore essential for luxury brands to take into account the moral dimension that now surrounds these precious and rare products in the consumer's mind in order to keep consumers loyalty. |
Programme : |
PGE-Reims |
Spécialisation : |
Wine and Luxury Marketing |
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