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 : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR
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Résumé : |
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 : |
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