1,720,982 research outputs found
Cross-cultural differences in the perceptions of an international fashion brand : the case of UNIQLO in China and France
No full textInternational and European BusinessPurpose : Why is UNIQLO so developed in the Chinese market and so much behind in the French market? This study aims to explore the relation between culture and brand image one two different markets of the UNIQLO brand: France and China to see why the company lags on the French market. Methodology : The analysis was divided in two part, a study of the current marketing activities of UNIQLO in China and France and a questionnaire distributed to Chinese and French consumers on their motivations, cultural dimension and their perception of the brand. Findings : UNIQLO uses both global and local marketing strategies to promote their products with a main use of word-of-mouth and e-word-of-mouth and co-branding but focus a lot on celebrities endorsement in China. The analysis of the questionnaire revealed that customers perceive the brand of UNIQLO differently depending on the cultural background with French consumer being less influenced than Chinese ones in terms of brand image. Research limitations : The sample including 93 respondents corresponding mostly to 16-25 year olds and a majority of women, it would be interesting to expand the sample to a larger size and more geographical areas than just France and China. Practical and managerial implications : We recommend for UNIQLO to focus more on local markets and to create their marketing strategies depending on the country by hiring locals. In France, UNIQLO should also focus on improving the Japaneseness perception of the brand to consumers for their products in terms of fashion and technology. All in all, UNIQLO should continue to think globally but act more local. Value : This study filled the gap in the literature concerning the internationalization of fast fashion companies by showing the influence of cultural factors on brand image perception and opens the discussion for the analysis of other factors that can influence it like economic factors
How new technologies influence intercultural negotiations : the case of France and China
No full textEuropean and International Busines
Luxury e-commerce website in China : a comparative and transversal benchmark analysis
No full textE-marketin
Etude des processus et pratiques de gestion du temps dans un service performant à situations d'urgence importantes
No full textManagement et Administration des Entreprises Alsace Tec
McDonald’s : key success factors in France, India and the United States
No full textInternational and European Busines
Internal Knowledge Management System Implementation Preparation at Merck’s BioMonitoring Service
No full textEuropean Management Studie
La communication des ONG sur les médias sociaux : Sur quels éléments s’appuyer dans une ligne éditoriale positive afin d’influencer l’engagement et l'intention de don ?
No full textE-Marketing et Stratégie digital
The impact of corporate reputation and CSR on the marketing of non-mandatory environmental analyses
No full textManagement et Administration des Entreprises, AlsaceTechThèses et écrits académique
Multi-Category Study on Effectiveness of Online Reviews Impact on Purchase Intention
No full textMarketingWith the growing importance of the Internet and its increasing impact on everyday behaviour and consumption practices, accessible online information on companies and their products is of great consideration. As a major source of web-accessible information, prior research provides support for the role online reviews play in consumers’ decision-making processes. We conduct a multi-categorical study integrating the, thus far, understudied effect of novelty on the effectiveness of recommendations via online reviews. We also include the moderating effects of product type, review type, and consumer characteristics on the recommendation receiver’s purchase intention after exposure to a positive or negative online review. We were able to obtain interesting insights into product novelty and the impact of online reviews according to the type of review, on the purchase intention and point out managerial applications of the findings as well as perspective paths for future research. Our results show that product novelty is a subjective characteristic identified only for products that are purchased on a regular basis. In this case, new products are initially viewed as less appealing and are therefore more impacted by negative reviews and less impacted by positive ones. Additionally, we found that the valence of the review has a significantly differentiating impact on the direction of the reaction and the implied factors. Reviews generated by the consumers are less efficient than experts’ positive opinions, but more convincing when negative. Product type difference is especially bold and highlights the importance of a narrowly specialized or, on the contrary, a multi-categorical study for conclusions that merit generalization. Additionally, we conclude that, as consumer intrinsic and extrinsic characteristics are the main determinants in his/her reaction to the online review, it is important to have a good knowledge of the customer. We show that even the basic characteristics of the customers can provide a deep insight on their profile to predict the most probable reaction to the online reviews
La communication trompeuse : le cas des faux avis en ligne
No full textLa thèse sur papiers analyse les impacts des faux avis en ligne sur les relations sur le marché. Une séquence structurée des études qualitatives et quantitatives explore les perceptions des consommateurs et leur comportement relativement aux faux avis et étudie les solutions possibles pour détecter la communication trompeuse. La recherche confirme l'importance du phénomène des faux avis en ligne pour le marché et la nécessité de mesures opportunes anti-tromperie; des solutions pratiques et un agenda de recherche sont suggérés.The paper-based thesis analyses the impacts of fake online reviews on marketplace relationships. A structured sequence of qualitative and quantitative studies explores customer perceptions and behavior with regard to fake reviews and investigates possible solutions to detect deceptive communication. The research supports the importance of the phenomenon of fake online reviews for the market and the necessity of timely anti-deception measures; both practical solutions and research agenda are suggested
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