| Titre : |
Popping open the effect of female figureheads on millenial's champagne purchaising intentions : The case of Veuve Cliquot |
| Type de document : |
Mémoire |
| Auteurs : |
Danika LEMINSKI, Auteur |
| Année de publication : |
2021 |
| Importance : |
21 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
FEMME ; MARKETING EXPERIENTIEL ; MARQUE ; METHODE DES CAS ; VIN SECTEUR ; JEUNE
|
| Résumé : |
Storytelling is one of the most powerful ways that a brand can influence, teach, and inspire consumers. It is particularly important in luxury markets, such as the champagne industry, which is actively looking to reach new markets. Millennials are one of these markets, as they are increasingly important wine consumers, especially in North America. In this day and age, social issues, such as feminism, also play a significant role in consumers’ purchasing decisions and millennials are particularly sensitive to these issues. This study investigates if millennials’ champagne purchasing intentions differ after learning that a particular brand’s history features a female figurehead. Through a survey and in-depth interviews, this study examines if a female-driven brand story will increase the likelihood that millennials will buy this champagne and if they would be willing to pay more for it. |
| Programme : |
MSc Wine & Gastronomy |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538586 |
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Popping open the effect of female figureheads on millenial's champagne purchaising intentions / 2021 
