Auswahl der wissenschaftlichen Literatur zum Thema „Stratégie de marque – Cameroun“
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Zeitschriftenartikel zum Thema "Stratégie de marque – Cameroun"
MBIDA, Joachim Achille Christel. „impact des TIC sur les stratégies organisationnelles et relationnelles des banques en contexte camerounais“. Journal of Academic Finance 15, Nr. 1 (30.06.2024): 92–107. http://dx.doi.org/10.59051/joaf.v15i1.813.
Der volle Inhalt der QuelleGormo, Jean, und Bienvenu Denis Nizesete. „Des végétaux et leurs usages chez les peuples du Nord-Cameroun: sélection et mode d'emploi du XIXeau XXesiècle“. História, Ciências, Saúde-Manguinhos 20, Nr. 2 (Juni 2013): 587–607. http://dx.doi.org/10.1590/s0104-59702013000200013.
Der volle Inhalt der QuelleCegarra, Jean-Jack. „BIBLIOGRAPHIE: La stratégie d'extension de marque“. Recherche et Applications en Marketing (French Edition) 16, Nr. 1 (März 2001): 137–38. http://dx.doi.org/10.1177/076737010101600108.
Der volle Inhalt der QuelleHertrich, Sylvie, und Ulrike Mayrhofer. „Les défis à l’international d’un constructeur automobile haut de gamme : Un entretien avec Patrice Franke, Directeur Général d’Audi France“. Décisions Marketing N° 43-44, Nr. 3 (01.08.2006): 137–46. http://dx.doi.org/10.3917/dm.043.0137.
Der volle Inhalt der QuelleChanavat, Nicolas, und Aurélien François. „David Beckham : biographie d’une marque-personne unique“. Recherches en Communication 50 (18.06.2021): 85–116. http://dx.doi.org/10.14428/rec.v50i50.54563.
Der volle Inhalt der QuelleGHILANE, Hind, und Mariam FILALI ALLACH. „Le label : facteur d'internationalisation de la marque des coopératives marocaines“. International Journal of Economic Studies and Management (IJESM) 1, Nr. 2 (01.02.2022): 272–79. http://dx.doi.org/10.52502/ijesm.v1i2.226.
Der volle Inhalt der QuelleCollin-Lachaud, Isabelle, Maud Herbert und Pauline de Pechpeyrou. „Substitution d’enseignes“. Décisions Marketing N° 65, Nr. 1 (01.01.2012): 57–69. http://dx.doi.org/10.3917/dm.065.0057.
Der volle Inhalt der QuelleDelhaye, Catherine. „L’intérêt stratégique du droit des marques“. Décisions Marketing N° 1, Nr. 1 (01.01.1994): 103–9. http://dx.doi.org/10.3917/dm.01.0103.
Der volle Inhalt der QuelleCegarra, Jean-Jack, und Dwight Merunka. „Les extensions de marque : Concepts et modèles“. Recherche et Applications en Marketing (French Edition) 8, Nr. 1 (März 1993): 53–76. http://dx.doi.org/10.1177/076737019300800103.
Der volle Inhalt der QuelleKapferer, Jean-Noël. „Quelle stratégie pour la marque France, demain ?“ Revue française de gestion 37, Nr. 218-219 (28.12.2011): 139–53. http://dx.doi.org/10.3166/rfg.218-219.139-153.
Der volle Inhalt der QuelleDissertationen zum Thema "Stratégie de marque – Cameroun"
Mbam, Augustin Junior. „…Et quand les banques enchantent leurs clients avec des applications mobiles pleines de style ? Les apports de la théorie de la coolitude de la marque“. Electronic Thesis or Diss., Université de Lille (2022-....), 2024. https://pepite-depot.univ-lille.fr/ToutIDP/EDSJPG/2024/2024ULILD014.pdf.
Der volle Inhalt der QuelleIn a volatile, uncertain, complex, and ambiguous (VUCA) environment, banks must innovate to stay competitive, especially with the emergence of new actors such as fintechs and technology giants (GAFAM). Customers are now looking for banks that are less conventional and more “cool”. This doctoral thesis in Management Sciences argues that the perception of the coolness of mobile banking applications plays a central role in developing a love for one's bank, influencing its brand equity. A qualitative study was conducted with banking experts and an online survey among 404 respondents in France and Cameroon to explore clients' perceptions of "cool” banking apps. The conceptual model was tested using structural equation modeling. This modeling was complemented by a cultural comparison check through multi-group analyses, as well as simple and serial mediation tests of brand love. The results show that the perception of the coolness of mobile banking apps, including aspects such as desirability, objective gamified nudges, reliability, and social presence, has a direct effect on passion and intimacy (brand love) as well as on loyalty (brand equity). The innovation aspect has a direct effect on commitment (brand love) and awareness (brand equity), while the rebellion aspect has a direct effect on brand image (brand equity). The serial mediation demonstrated that customers have a friendly relationship with their bank since passion (mediator 1) influences both intimacy (mediator 2a) and commitment (mediator 2b). Cultural differences were also observed, with Cameroonians perceiving their mobile banking apps as being cooler than the French. This thesis provides a theoretical enrichment by studying the theory of coolness and its effects on brand love and brand equity in the banking sector while incorporating a cultural perspective by introducing a new dimension (emotional vs. rational orientation) to Hofstede's (1983) cultural approach. At the managerial level, this thesis suggests that bank managers develop cool mobile banking apps to reduce churn rate and increase customer retention rate
Delassus, Véronique. „Stratégie d'abandon de marque : analyse des transferts des valeurs de la marque abandonnée vers la nouvelle marque“. Lille 2, 2005. http://www.theses.fr/2005LIL20004.
Der volle Inhalt der QuelleMarketing world is paradoxical : over the last past twenty years, the interest in brand equity has emerged and has increased the impact of the brands in the economy but at the same time a large number of brands have disappeared due to a lack of profitability. Nevertheless, brands like Chambourcy, Alsacienne or even Olida were still very famous, prior to their disappearance, and had still a positive image among the public and trust from consumers. The optimisation of brands portfolio is a main concern for Marketing Managers. Some brands have to disappear completely or to switch its name for another brand name. This operation means of course a high level of risk. Killing a brand can cause disappearance of identification marks for the consumers and eventually a substantial loss of the market share. Only few academic researches have tried ti study impact of the brand changes. The objective of this research is therefore to look specifically at the concumer's reactions following to a brand change. Taking into consideration some research studies on brands extension and precisely the application of the central nucleus theory on the representation of brands (Albric 1994, Michel 1998), we can prove that values of an abandoned brand may be transferred to a new brand. We have got the opportunity to make a longitude study by following the switch between Marie Thumas towards Bonduelle, on the Belgium vegetable market. The transfer of value appears gradually and concerns different types of values. Besides, the relationship between consumers and the abandoned brand (attachment, usage habits) plays a moderating role on the transfer of values
Meka, m'Ondo Jean-Marc. „Evolution de la stratégie des groupes européens et developpement économique au Cameroun“. Paris 10, 1985. http://www.theses.fr/1985PA100245.
Der volle Inhalt der QuelleMbia, Augustin Charles. „Construction / déconstruction de la nationalité des marques commerciales à la lumière des expériences camerounaises : des stratégies de production et des tactiques de consommation“. Lyon 2, 2006. http://theses.univ-lyon2.fr/documents/lyon2/2006/mbia_aca.
Der volle Inhalt der QuelleThis study is a proposed discussion on the idea of an ontological nationality of trademarks as asserted in the economic literature as well as communication specialists active in the field. The constructivist theories applied on the life of products and that of companies as observed in Cameroon makes it possible to suggest that brands take or lose their nationality within the social interactions that generate or make them up. The sociographic analysis of Cameroon uses the concepts of patriotism, nation's identity and foreignness to a nation to describe the centripetal and centrifugal dynamic forces interacting towards giving birth to the nation, and provide the social and discursive framework within wich brand awareness is developed. A sociological and semiotic analysis of companies' hype, labelling and presentations leads therefore to realising an overgrowing local objectification of the trademark nationality in Cameroon, which are given new meanings through such socio- anthropological processes as own branding or shifts in meaning. The substantial referential, oblique and mythical methods of granting nationality are a conceptual contribution to understanding and analysing the process of generating nationality and foreignness of brand names theoretically. The area of interaction of production strategies with consumption tactics is indicative of the polemic nature of the discourse, as well as the cumulative and consensual essence of meaning. It is proof that no discourse and no object does by itself cover the totality of its meaning
Msadaa, Nesrine. „L' extensibilité de la marque : définition, déterminants et mesures“. Aix-Marseille 3, 2009. http://www.theses.fr/2009AIX32050.
Der volle Inhalt der QuelleMagnoni, Fanny. „Extension verticale de gamme vers le bas : impact sur l'attitude envers la marque et la relation marque-consommateur“. Aix-Marseille 3, 2009. http://www.theses.fr/2009AIX32052.
Der volle Inhalt der QuelleNob, Achille Emmanuel. „Stratégie de maintenance et développement industriel au Cameroun : vers le concept de "réhabilitation cimindustrielle"“. Grenoble 2, 2003. http://www.theses.fr/2003GRE21011.
Der volle Inhalt der QuelleHosseini, Reza Hirad. „Stratégie de marque de société et création de richesse pour les actionnaires“. Thesis, Bordeaux 4, 2011. http://www.theses.fr/2011BOR40010/document.
Der volle Inhalt der QuelleThis research tests to analyze if solid corporate brands create wealth for shareholders; and have risk reducing properties. Previous studies that were relating marketing with the creation of shareholder value worked on product brands. This research is based on theory of positivism; positivism states that true knowledge is based on verification. Random sampling was chosen for the quantitative part of this study, and for the qualitative section of this research we chose purposive sampling. Observation is used as the main data collection technique.13The most important contribution of this research to the field of branding is precisely the focus on corporate brand, its risk reducing and creation of wealth for shareholders. Using data between 1994 and 2008, we find strong evidence that corporations that own superior corporate brands create wealth for stakeholders of companies. Later in the qualitative part of this research we went through some fairly known cases of corporate brands – their stories and how they managed to succeed were explained and some of their branding policies were highlighted. This part is seen as qualitative validation of quantitative results through triangulation method. Conceptual frameworks and theoretical models were implemented to further analyze the qualitative cases for this research; this added perspective reinforced and supported our quantitative findings
Zoghaib, Alice. „L’influence de la musique de marque sur les déterminants du capital-marque : une approche par le symbolisme musical“. Paris 9, 2012. https://portail.bu.dauphine.fr/fileviewer/index.php?doc=2012PA090030.
Der volle Inhalt der QuelleTraditionally applied for its positive impacts on attitudes towards the ad and the brand, music has been increasingly used to represent brand concept and, to influence brand recognition and brand image. However, few researches focus on music as an antecedent of these two brand-equity determinants. To fill this gap, our research introduces the concept of music symbolism. According to the literature in musicology and expert interviews, music symbolism determines the type of brand associations produced by music. Results of a sensory analysis on more than 170 music titles and of two experiments prove the existence of eight music symbolism forms. Each music symbolism form produces a brand association theme, stable within the same culture. For an existing brand, a moderate incongruity between music symbolism and brand associations leads to new brand meanings and to a maximized brand attitude. This research underlines the conceptual and managerial importance of brand music and its symbolism, as well as their contribution to brand-equity construction
Dupuis, Christian. „Les effets négatifs de la stratégie d’extension de marque : l'impact du niveau de fidélité“. Mémoire, Université de Sherbrooke, 1994. http://hdl.handle.net/11143/9012.
Der volle Inhalt der QuelleBücher zum Thema "Stratégie de marque – Cameroun"
Tsimi, Thibault Marcel. L'image de marque de l'État du Cameroun. Saint-Denis: Edilivre, 2014.
Den vollen Inhalt der Quelle findenRégragui, Ismaïl. La diplomatie publique marocaine: Une stratégie de marque religieuse? Paris: L'Harmattan, 2013.
Den vollen Inhalt der Quelle findenLenderman, Max. Brand new world: How paupers, pirates, and oligarchs are reshaping business. Toronto: Collins, 2010.
Den vollen Inhalt der Quelle findenArnold, David. The handbook of brand management. London: Century Business, 1992.
Den vollen Inhalt der Quelle findentijain, Wŏlgan. No Brand: This is not a brand. Sŏul-si: Tijain Hausŭ, 2021.
Den vollen Inhalt der Quelle findenKunitzky, Ron. Partnership marketing: How to grow your business and transform your brand through smart collaboration. Mississauga, Ont: J. Wiley & Sons Canada, 2011.
Den vollen Inhalt der Quelle findenHoward, Aster, Hrsg. Affinity: Beyond branding. Toronto: McArthur, 2010.
Den vollen Inhalt der Quelle findenHan, Chi-in. Son ŭl chamnŭn pŭraending: Chik'igi, sallyŏ naegi, hamkke naagagi. Sŏul T'ŭkpyŏlsi: Han'gyŏre Ch'ulp'an, 2020.
Den vollen Inhalt der Quelle findenLalanne-Gobet, Catherine. Créer un nom de marque et un nom de domaine. Paris: Eyrolles-Éd. d'Organisation, 2009.
Den vollen Inhalt der Quelle findenE, Schultz Don, Hrsg. Building customer-brand relationships. Armonk, N.Y: M.E. Sharpe, 2009.
Den vollen Inhalt der Quelle findenBuchteile zum Thema "Stratégie de marque – Cameroun"
ONANA BEBENE, Gervais Patrick, Marie Pascale SII und Armand Didier MBOG DJOM. „Planifier l’éducation en temps de crise“. In Les écoles africaines à l’ère du COVID-19, 307–22. Editions des archives contemporaines, 2024. http://dx.doi.org/10.17184/eac.7937.
Der volle Inhalt der QuelleMichon, David. „Mise en récit médiatique du dynamisme local. Le cas d’une Ardèche verte et gourmande“. In Marque et Territoire : Dispositifs, stratégies et enjeux, 81–97. Éditions de l'Université de Lorraine, 2023. http://dx.doi.org/10.62688/edul/b9782384510122/c02a.
Der volle Inhalt der QuelleAUBRUN, Frédéric, und Thomas BIHAY. „Narrations augmentées et stratégie de promotion des séries Netflix“. In Présences numériques des organisations, 315–32. ISTE Group, 2023. http://dx.doi.org/10.51926/iste.9104.ch12.
Der volle Inhalt der QuelleParizot, Anne, David Michon und Daniel Raichvarg. „Le « Made in Jura » et Louis Pasteur. Un cas de mise en patrimoine durable et reliante“. In Marque et Territoire : Dispositifs, stratégies et enjeux, 59–78. Éditions de l'Université de Lorraine, 2023. http://dx.doi.org/10.62688/edul/b9782384510122/c01c.
Der volle Inhalt der QuelleChabouni, Samia. „Annuaire français de relations internationales“. In Annuaire français de relations internationales, 279–93. Éditions Panthéon-Assas, 2024. http://dx.doi.org/10.3917/epas.ferna.2024.01.0279.
Der volle Inhalt der QuellePiar, Christophe. „Chapitre 1. Une stratégie marketing sur le fil du rasoir. L’activisme de marque au péril de la crise corporate“. In Minorités en mode majeur, 13–39. EMS Editions, 2022. http://dx.doi.org/10.3917/ems.couzi.2022.01.0013.
Der volle Inhalt der QuelleBrière, Thibaud. „Les processus stratégiques“. In Les processus stratégiques, 82–87. EMS Editions, 2018. http://dx.doi.org/10.3917/ems.duran.2018.01.0082.
Der volle Inhalt der QuelleBenraïss, Amina, Fatimezzahra Choukairi-Dini und Ridouane Messaoudi. „Chapitre V. Le soutien organisationnel perçu comme stratégie de la marque employeur : contribution à l’implication organisationnelle et à la rétention des employés – cas des téléconseillers au Maroc“. In Recherches en sciences de gestion au Maroc, 95–129. Éditions EMI, 2022. http://dx.doi.org/10.3917/emi.sahra.2023.01.0095.
Der volle Inhalt der QuelleLopez, Stéphane. „Stratégie de promotion du français de la représentation permanente de l’OIF auprès de l’Union européenne : une approche pragmatique“. In Plurilinguisme, politique et citoyenneté, 201–13. Observatoire européen du plurilinguisme, 2020. http://dx.doi.org/10.3917/oep.herre.2020.01.0201.
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