Tesis sobre el tema "Consommateur du luxe"
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Saleh, Salah. "La compréhension du comportement du consommateur des objets de luxe : le cas du consommateur libanais de la classe moyenne supérieure". Thesis, Sorbonne Paris Cité, 2017. http://www.theses.fr/2017USPCB172.
This study explores and analyses the factors involved in the act of consumption of luxury goods of the upper middle-class consumers through a case study on Lebanon. Based on the consumer's behaviour as well as the economic and social constraints he faces, we will try to define the social determinants of luxury goods consumption. What are the banners? What are the factors pushing the upper-middle class to buy such goods? This study aims to understand the behavior of buyers in a specific area - Lebanon - which is geopolitically, economically and socially unstable. After many civil wars and constant tensions between different religious groups, the country is facing a delicate problem. For example, due to social pressure executed by the society of his religious group, the consumer finds himself obligated to buy from shops owned by people of his religious group. If not, he will be considered as a traitor. Religious conflicts and the rise of extremism are at the heart of this problem. Extremist groups call on their followers to boycott products from many European countries. Consumers, meanwhile, are at the heart of tensions from several constraints It has been for more than a year now that Lebanon is without a president. Political parties, like the militias, are at the head of the political system that favors cronyism. This system was installed due to the disappearance of the state power and highlights the role of luxury goods as "gifts" in exchange of all kinds of services and improved social status. The objective of this study is to show how these "gifts" in general, and mainly luxury goods, were involved in the cohesion and the establishment of an identity of a specific group of the Lebanese population. Each individual trying to build - or rebuild - their social identity, is also trying to secure this identity in a totally unstable environment, especially when the legal government and the parliament are unable to guarantee this stability. Therefore, the social actor is trying to find new strategies to ensure some peace everyday. Individuals of a certain social environment feel threatened by their environment but also by other socio-religious environments: Maronites, Shiites, Sunnis, etc. They are afraid for their children, their relatives but also their material properties: retail, housing ... They must find a way to provide certainty about the various threats. It is in this context that luxury gifts intervene and reduce uncertainty both to insecurity and the various threats
Bai, Xue. "Les consommateurs chinois face au luxe : analyse sociologique de la consommation et des représentations". Electronic Thesis or Diss., Paris 8, 2021. http://www.theses.fr/2021PA080105.
Understanding the vision of luxury of Chinese consumers and their behavior in the context of the social evolution of the country since the foundation of communist China in 1949 is the major issue of this thesis. The practices and the vision of Chinese luxury consumers seem to be both manifest and implicit. These contents, which make up a specific consumer culture, follow certain collective rules or habits, stemming from cultural and traditional fac-tors, such as the exchange of gifts, the culture of "face"; they are also strongly shaped by social and political aspects in the case of China, and reflect the social evolution of a state which is constantly changing. Our work is organized along two lines of research: a global culture of luxury con-sumption in China, which has been evolving for more than sixty years, and the practices of luxury consumption with the interpretation and social representation of luxury by consu-mers. It was made possible by two methodological supports: direct observation in the field in a luxury boutique in Paris and in-depth semi-directive individual interviews with about forty Chinese consumers. This study proposing a set of indicators will allow us to better understand the current behaviors of the Chinese towards the consumption of luxury goods and to project ourselves into the future of this market, while taking into account cultural and social specificities
Zeng, Mingyue. "Analyse empirique des attitudes des consommateurs chinois et perceptions de valeur sur les marques de luxe". Thesis, Université Côte d'Azur (ComUE), 2018. http://www.theses.fr/2018AZUR0034/document.
The Chinese luxury market is characterized by a great desire for global luxury products in recent years, but the underlying values driving such purchasing intentions remain unknown. This study explores consumers’ value perceptions of luxury goods in the Chinese context. Based on data gathered via a survey from 6 representative cities throughout China (N1=261, N2=644), the findings systematically summarize a framework of luxury values as perceived by Chinese consumers. The values derived are constituted by functional value, financial value, individual value, and social value. Moreover, these values vary across demographic factors such as gender, age, income and city of residence. The results further provide evidence that functional and individual values together with income significantly affect real consumption of luxury goods. Based on the results, this study offers theoretical and practical implications for global luxury brands targeting the Chinese luxury market for business development. Purpose: the purpose of this study is to figure out the framework of value perceptions of Chinese consumers, and test the validity of the constructs of values. By concluding such framework of Chinese consumer value perceptions in luxury market, the paper aims at identifying major influential values that affect the luxury consumption. Methodological approach: Based on the literature review, this study collected luxury value constructs first. And in order to find out whether such value constructs fit for Chinese consumer, this study use qualitative method to summarize the value constructs for further analysis by interview field people. After identifying the possible luxury values perceived by Chinese consumer, this study does quantitative research by using data from 6 Chinese Cities with designed questionnaire. The FCA (Factor Component Analysis) method, a method of exploratory factor analysis, is used to analyze the data, and Structural Equation Modeling (software Amos) is used to identify the influential power of luxury value perceptions on real luxury consumption. Findings: By empirical test of luxury values with the structural equation modeling method, this study finds that the framework of luxury value perceived by Chinese consumers includes functional value, financial value, individual value, and social (conspicuous/status) value. And individual value and functional value will affect the luxury consumption significantly. While the social value negatively affect the luxury consumptions. Practical Application: This study analyzes the luxury values and provides the characteristics of consumer behavior held by Chinese consumers comparing with consumers elsewhere. Chinese consumers pay special emphasis on functional and individual/hedonic values, and at the same time they are very sensitive and show contradictive attitude to social value, some Chinese luxury consumers even avoid to be associated with luxury products or brands in public deliberately, which will push the marketers in luxury field to modify their marketing strategy in Chinese luxury market. So this study can also provide an insight look of Chinese consumer behavior with Chinese cultural background
Müller, Dario. "Luxury consumers in the digital age : a comparative motivations analysis of patricians". Electronic Thesis or Diss., Aix-Marseille, 2021. http://www.theses.fr/2021AIXM0454.
For quite a long time, luxury consumers have been considered as being motivated to purchase luxury goods by a Need for Status, Conformity, Affirmation or Uniqueness. This generally holds true for most luxury consumers with one significant exception: the “Patricians”, i.e., luxury consumers with a high social status and extensive financial means that typically abstain from ostentatious luxury consumption. Their consumption motivation has not been greatly researched yet, although it is of particular importance because this quiet, reclusive consumer group represents a role model for all other luxury consumer groups. Investigating Patrician luxury consumer may therefore lead to new dimensions of the definition and measurement of luxury. Against this background, it is the objective of this thesis to gain detailed insights into consumption patterns and motivations of Patrician luxury consumers.On the theoretical level, this thesis contributes to highlighting the existence of different types of Patrician consumers and identifies four variables that are essential to their in-depth study. By showing the importance of the concepts of Need for Trust, Need for Security, Temporal Orientation and Material Possession Love for the measurement of luxury among Patricians, this thesis opens up new perspectives on the motivations of these consumers and thus contributes to current research in this area.Managerial implications of the results underline the importance of taking into account the existence of subgroups within the Patricians for a better customer relationship management and recommends the adaptation of the luxury e-commerce strategy according to the type of targeted Patrician
Mo, Tingting. "Impact of cultural values and acculturation on luxury consumption values and behaviors of Chinese consumers". Thesis, Aix-Marseille, 2013. http://www.theses.fr/2013AIXM1069.
In this research we focus on the Chinese consumers living in the West (Europe and U.S.), exploring how European cultures (French and German) and American culture influence their luxury consumption values and behaviors, and meanwhile seek to identify the role of Chinese cultural values within this context. These results are presented in three essays. The first essay focuses on exploring the influence of French and German cultures on European-Chinese consumers' luxury consumption, by analyzing 22 qualitative interviews carried out with the Chinese consumers living in Europe. The second essay seeks to develop and validate a scale measuring luxury value perceptions in China and in the United States, and to assess the cross-cultural conceptualization of this luxury value construct, using two student samples (Chinese n=92 & Americans n=92) and two Chinese adult samples (in China n=255 & in the U.S. n=217). Using the same samples as the second essay, we further investigates in the third essay that, the extent to which immigrant Chinese consumers would change in order to comply with the new cultural consensus in luxury consumption. A series of analyses suggest a conclusion that immigrant consumers tend to acquire the prevailing consensus of the host culture, and behave like chameleons, blending into the surrounding environment
Bouaziz, Intissar. "Le besoin de différenciation du consommateur : une contribution à l’explication des réponses ostentatoires versus expérientielles : Application à la consommation des produits de luxe". Caen, 2009. http://www.theses.fr/2009CAEN0644.
Fournaise, Thérèse. "Marque de luxe et transgression : conceptualisation, mesure, contributions théoriques et implications managériales". Electronic Thesis or Diss., Aix-Marseille, 2022. http://theses.univ-amu.fr.lama.univ-amu.fr/221201_FOURNAISE_393oeamw272y645kz52cxy_TH.pdf.
Luxury brands seem to be more and more transgressive. This trend challenges the established codes of the sector and spreads to all components of the marketing mix. This doctoral work aims to investigate the relationship between consumers and luxury brands in the specific case of transgression. More precisely, it aims to answer the following question: to what extent can transgression strengthen or deteriorate the relationships that consumers have with luxury brands? Its objective is twofold. The first objective is to better understand the concept of transgression. A second objective is to determine the relevant action variables of a brand strategy focused on transgression. Within this framework, it proposes an instrument to measure the transgressive perception of luxury brands from the consumer's point of view. This PhD work contributes to the advancement of research on consumer relationships with luxury brands, more specifically in the case of transgression
Fraccaro, Annalisa. "Price endings of luxury handbags : managerial practices customers' perceptions and preferences". Thesis, Paris 1, 2017. http://www.theses.fr/2017PA01E071.
Drawing from existing literature on price endings and luxury pricing, this thesis highlights the paradox of adopting odd prices (i.e., prices just below a round number) in a luxury context, where, intuitively, prices should mostly be round numbers. Price endings practices are investigated in the product category of luxury women handbags. In a first empirical analysis, different types of price endings and the determinants of their use by pricing managers are identified. In a second part, the results of two experiments measure customers’ perceptions of different facets of luxury and overall perceived luxury itself. In the last part, a conjoint analysis reveals customers’ preferences for odd price endings. The findings of this thesis challenge previous research on price endings practices, in that they show that well-know low-price, low-quality, low-prestige connotations typical of odd prices in a non-luxury context, might not subsist in a luxury environment, at least for the handbag product category and for an intermediate level of luxury
Rhode, Ann Kristin. "Customizing or conforming ? : exploring cross-cultural differences in consumers' use of brands to signal self-identities and their implications for self-brand connections and product customization". Thesis, Paris 1, 2018. http://www.theses.fr/2018PA01E079/document.
A growing body of research indicates that consumers use branded products as tools to construct their self-identity and to communicate their self-identities to others. Besides acting as markers of status and symbols of group membership, branded products allow consumers to differentiate themselves from others and to express individuality. Key to generating identity related brand meaning and to strengthening self-brand connections, is the involvement of the consumer in a co-creation process. Product design customization on a large scale has emerged as a particularly useful tool to involve consumers in the creation process of the brand and to increase their satisfaction and willingness to pay. However, existing theories on the use of brands to signal self-identities as well as strategies for strengthening self-brand connections, such as product design customization, are bound to Western individualistic thinking. The aim of this research is to investigate the extent to which East Asian consumers differ in their use of brands to signal self identities from Western individualistic consumers. In addition, it explores potential implications of cross-cultural differences in the signaling of self-identities for product design customization and self-brand connections. Following prior studies indicating that clothing and fashion accessories are particularly likely to be used by consumers to communicate self-identities, the focus of the present research is laid on fashion products of both luxury brands and high street brands. In line with the tradition of cultural psychology, this thesis draws on the assumption that cultural variations in self construal and in self-other relationships lead to differences in consumer behavior. A mixed methods approach is taken to investigate cross-cultural differences between samples representing an East Asian collectivistic culture (South Korea) and samples representing a Western individualistic culture (Germany). Specifically, quantitative data collected through surveys (studies1A and 1B) are combined with qualitative data collected through semi-structured in-depth interviews (studies 2A and 2B). This research provides novel, cross-cultural insights relevant to existing the orizing on consumer-brand relationships and on consumers’ use of brands as signals of self-identities. It also contributes to the emerging stream of research on product design
Koromyslov, Maxime. "L'impact de la délocalisation du luxe sur les attitudes des consommateurs : le cas des maisons françaises de luxe". Thesis, Nancy 2, 2009. http://www.theses.fr/2009NAN22002/document.
The relocation of the luxury sector is, even nowadays, still difficult to comprehend. On one hand, this complexity is due to the concept of luxury which is not easy to define, and on the other hand, it is due to the topic’s sensitivity which is still taboo in the luxury sector. Yet there have been several cases of luxury relocations. Considering the imaginative world represented by luxury brands, we should look at the impact of relocation on consumers, notably their attitudes towards the product and the brand. This thesis is a first research study on the question of relocating French luxury brands. It uses both the theories about luxury and brands as areas of application, and the literature on the Country-of-Origin Effect as a theoretical framework. Our research studies the effect of relocation on consumers’ attitudes towards the relocated product and luxury brand. The moderating influence of two new variables has been taken into account, i.e. the centrality of the country of origin at the heart of the brand image and consumers’ attitudes towards luxury relocation. In terms of methodology, two qualitative surveys were carried out: one on consumers (17), the other on luxury professionals (34). These were followed by a quantitative survey using a sample of 555 consumers. The survey was carried out in two parts, based on a complete factorial design. Our research therefore brings out the negative impact of luxury relocation upon attitudes to the relocated product and brand. This effect is even more noticeable in the case of production relocation in comparison with design one or when the French origin is abandoned for an unacceptable country of manufacture. In this case, the effect is felt more on the perceived quality than the two other attitudinal variables. The impact of the moderating variables comes out as a limited one
Moawad, Marie-Hélène Tissier-Desbordes Élisabeth. "Les Facteurs explicatifs de la consommation ostentatoire le cas du Liban /". Créteil : Université de Paris-Val-de-Marne, 2007. http://doxa.scd.univ-paris12.fr:80/theses/th0405168.pdf.
Godey, Bruno. "La sensibilité au luxe, une variable personnelle centrale pour comprendre les antécédents de la valeur perçue d’une marque de luxe". Caen, 2012. http://www.theses.fr/2012CAEN0697.
Our research question resulted from acknowledging the existence of a state of tension, characterizing the consumer decision-making process for luxury brands. Many brand choices are driven by a desire from consumers to correlate their self perception, and personality, with that of the brand. However, in the specific field of luxury, it has been traditionally emphasized that motivations driving brand purchases are essentially ostentatious. We seek to explain how the motivation of consumers to establish an attachment relationship with a particular luxury brand is based on an integrative model, formed from the perception of a brand belonging to the luxury category and from the image congruence with a luxury brand. The perceived value of a luxury brand can also be influenced by individual psychological variables. Whilst some of them effectively distinguish consumers for all consumer goods, it seems they do not take into account all the particularities of the individuals’ relationship to the luxury dimension. We have developed the concept of “luxury sensitivity” to allow us to analyze the differences in consumer decision-making logic for luxury brands. The intensity of luxury sensitivity can provide us with the opportunity to understand the reasons why some consumers will choose a luxury brand that resembles them and others a brand that especially symbolizes luxury
Rezaee, Vessal Saeedeh. "Les heuristiques dans le luxe : la psychologie de l'utilisation des signaux liés au luxe". Thesis, Université Grenoble Alpes (ComUE), 2018. http://www.theses.fr/2018GREAG003.
In this research, we discuss consumers’ preference for status products which is affected by their mode of thinking. In a series of experiments, we show that when consumers are more likely to rely on intuitive system thinking, they use status signal more often as a cue in their decision making process. In order to show the effect of the status signal as a heuristic cue, we manipulate consumers’ mode of thinking. Using an online questionnaire, we show that being in intuitive mode of thinking leads individuals to disproportionately rely on status signals as a heuristic cue in their decision making process
Zahid, Abdul. "Cultural and gender effects in values associated with luxury brand consumption". Electronic Thesis or Diss., Aix-Marseille, 2021. http://theses.univ-amu.fr.lama.univ-amu.fr/210222_ZAHID_348vmwri579gp869uymyyj545zelsxn_TH.pdf.
The increasing demand for luxury brands creates new opportunities and challenges for the brands to better meet consumer expectations. This thesis aims to highlight and explain the effects of culture and gender on values (elitism, exclusivity, refinement, and brand heritage) associated with luxury brand consumption (Roux, Tafani, & Vigneron, 2017), and to complete this model by introducing the need for authenticity (NFA) as a driver of brand heritage. The cross-cultural variations of these values are investigated by comparing two samples of frequent luxury brand consumers issued from a more individualistic Western culture (France: N = 512) vs. a more collectivist Eastern culture (United Arabic Emirates: N = 512). Main results reveal that (i) NFA exerts a positive influence on brand heritage value, (ii) Western consumers attach more importance to brand heritage and refinement, (iii) whereas Eastern consumers are more concerned with elitism, and lastly (iv) no significant difference is observed with respect to exclusivity. Regarding gender effects, this research replicates Roux et al.’s (2007) findings: in France, men give more importance to elitism and exclusivity, whereas women favor refinement. However, in the United Arab Emirates, gender does not affect exclusivity. In addition, according to the Social Structural Theory (Eagly, & Wood, 1999), in both cultures, the adherence to own-gender beliefs fully mediates gender differences, which leads male and female consumers to favor luxury values consistent with their own gender beliefs. Key theoretical contributions and managerial implications of these findings are discussed before addressing new research perspectives
Sánchez, Romero Andrea Milena. "Les antécédents et les effets de l’ambivalence sur les intentions d’acheter des produits de luxe : le cas des millennials français". Thesis, Lille 1, 2018. http://www.theses.fr/2018LIL1A005/document.
Luxury has an ambivalent nature: it is associated with excess and waste and also with beauty and pleasure. It elicits both favorable and unfavorable reactions among Millennials. They are attracted to luxury brands and products because they consider them as a means to reinforce their multiple identities (personal, social and digital) and to influence others. They access to luxury through unusual means such as promotional offers on the perfume, cosmetics and luxury ready-to-wear markets and websites where luxury products are discounted, rented or shared. Despite their attraction to luxury, Millennials try to limit the influence of money in their life, prefer alternative modes of consumption (renting, leasing or sharing, etc.) and are sensitive to prices and promotions. Millennials is a generational cohort that managers do not know well, hence the importance of studying the antecedents and consequences of its ambivalence towards luxury goods. In order to address this research topic, a survey was conducted among young adults aged from 18 to 25 years. The results show that the ambivalence towards luxury goods among young consumers is explained by the negative attitude towards money, by consumer's self-control and by the interaction of perceived expensiveness and deal proneness. Ambivalence affects attitudes towards products and is resolved through information seeking on brands and products
Moawad, Marie-Hélène. "Les Facteurs Explicatifs De La Consommation Ostentatoire Des Produits De Luxe - Le Cas Du Liban". Phd thesis, Paris 12, 2007. https://tel.archives-ouvertes.fr/tel-00413921.
In this thesis, we examine factors that appear to be related to the proness to conspicuously consume. After defining the conspicuous consumption construct we have conducted in-depth interviews as well as questionnaires in Lebanon in order to discover influences on this kind of consumption. The study especially focuses on the influence of religion, nouveaux riches, conformity to the norms of group, vanity, materialism and desire of uniqueness on the choices of products with varying degrees of conspicuousness. It appears on regards of the results that the conformity to the group norms is the most prominent factor that influences the tendency to conspicuously consume. The results provide a number of theoretical and managerial implications for the positioning and implementation of luxurious products in the Middle eastern regions and suggest new avenues for future research
Eremeeva, Julia. "Trois essais sur la consommation de contrefaçon de luxe par les ressortissants du CCG Coping with copies: the influence of Risk perceptions in counterfeit Luxury consumption in GCC Countries Talking about my generation: Revisiting the influence of age in luxury counterfeit consumption in GCC countries I want it all and I want it now. Motivations of counterfeit luxury consumption among affluent GCC consumers". Thesis, Paris Sciences et Lettres (ComUE), 2019. http://www.theses.fr/2019PSLED006.
The three essays of this thesis provide a conceptual framework to explain GCC affluent nationals’ luxury counterfeit consumption. The first essay examines the risks associated with such consumption and identifies the coping strategies used to deal with the resulting cognitive dissonance. The second essay explains the unexpected positive influence of consumers’ age on such consumption by the specific historical context of the GCC countries. The third essay reveals GCC consumers’ motivations to such consumption that were not mentioned in a literature usually concentrated on Western and Asian consumers
Lallement, Olivier. "L'influence du statut de la marque sur le processus de catégorisation et le jugement de typicalité. Le cas des marques de luxe". Montpellier 2, 2000. http://www.theses.fr/2000MON20007.
Ott, Daniela. "How consumers relate to luxury brands in the 21st century : the changing concept of sacredness and its importance". Thesis, Paris Sciences et Lettres (ComUE), 2018. http://www.theses.fr/2018PSLED067/document.
This thesis analyzes the relationship between consumers and luxury brands, and how this relation is changing in the 21st century. Facing the challenge of being desacralized by the changes in society, stemming from hypermodernity, the democratization of luxury, the Internet, and social media, traditional luxury brands are looking for ways to remain relevant and sacred. We describe how sacredness is evolving and how brands are using the properties of sacredness to stay luxury brands.Our main assumption is that the concept of sacredness in society is evolving, and we therefore propose a theoretical framework that describes a potential new sacredness for luxury brands to remain desirable for consumers in the 21st century.We conducted in-depth interviews with luxury brand consumers, analyzed Instagramdata, and performed ethnography and nethnography analyses on the data sets, allowing us to provide first insights and findings on the role and importance of sacredness for luxury brands.Our findings show three patterns in the relationship of consumers to luxury brands,underlying different visions of sacredness. These range from (1) traditional sacredness, i.e. exclusivity, (2) new sacredness, i.e. inclusivity, and (3) a fusion of exclusivity and inclusivity
Veg, Nathalie. "Les déterminants du potentiel d'extension d'une marque : L'analyse comparée du rôle des contrats de marque ouverts et fermés". Paris 9, 2008. https://portail.bu.dauphine.fr/fileviewer/index.php?doc=2008PA090036.
The extension strategies are very commonly used by brands. The academic research have widely analysed their key success factors. However, they do have very little interest about the brand extension potential. However, this is a key concept to define before any decision is taken to where and how far brands can be extended in a coherent and legitimate way. The purpose of the thesis was to define what the determinants of brand extension potential were. The literature review and the double methodology (semiotics and experimental) have put forward three features of this concept. They are: the thickness of the brand narrative contracts, their number and their openness. The research results show that a brand linked to one or more open brand contracts will be able to be extend in many product categories and / or in new market segments « man – woman »
Ibraheem, Manar. "L'influence de la perception de l'environnement de service sur la fidélité du client . Application au secteur de l'hôtellerie de luxe en Région PACA". Thesis, Université Côte d'Azur (ComUE), 2017. http://www.theses.fr/2017AZUR0019/document.
In a context of strong competition, luxury hotels seek to differentiate their offers and affirm their own identity through a well-defined marketing strategy based on investment in the place of service. This research aims to provide answers to a crucial question related to the efficiency of the conception of a pleasant and exclusive environment as a technique designed to positively influence Customers in order to gain their loyalty. Based on Bitner’s (1992) framework, we proposed a conceptual model of the effect of service environment. A quantitative methodology was used to test our conceptual model and to validate the underlying hypothesis. Specifically, a survey questionnaire was conducted to guests of 4 and 5 stars hotels in PACA, resulting in a sample of 354 responses. The statistical tests carried out showed that the perception of service environment does not directly influence loyalty intention but rather emotional states (pleasure and stimulation) and overall perceived service quality, which in turn positively affect customer’s loyalty intention. They also indicate that the model structural paths vary according to certain situational and socio-demographic variables
Bounaouas, Mouna. "La perception des marques de luxe via une approche expérientielle : le cas d'une cible jeune grand public". Phd thesis, Université Nice Sophia Antipolis, 2013. http://tel.archives-ouvertes.fr/tel-00942612.
Coulibaly, Daouda. "La consommation de luxe vestimentaire comme processus de survalorisation de soi, de surconformité et de confiscation : le cas des Sapeurs Noirs Africains". Thesis, Lille 1, 2013. http://www.theses.fr/2013LIL12025.
The aim of this research is to study the use of luxury clothing consumption as an activist discourse and capturing object. More specifically, we investigate the mechanisms of luxury clothing consumption as used by the “Sapeur” community. This movement is composed of black Africans and their luxury clothing consumption meets such challenges as Overvalorization of the self, Overconformity and an attempted confiscation of European luxury. Consequently, for these Sapeurs, luxury clothing turns into an activist discourse, which shows their strong motivation to recolonize or to switch the colonial perspective in favor of the Blacks. In fact, such a process of sociological and ideological deconstruction shows how Sapeurs manifest a desire to "play" with European luxury to finally turn it into a luxury made by and for Africans while keeping, of course, its original symbols and virtues
Ahmed-Boumaza, Amina. "Production et réception de la communication numérique persuasive des PME de luxe au Maghreb : l’influence des e-leaders sur les réseaux sociaux". Electronic Thesis or Diss., Aix-Marseille, 2020. http://www.theses.fr/2020AIXM0578.
For twenty years, Internet use in the Maghreb has experienced strong growth. The increase in Internet users in this region of the world has brought about significant changes in Maghreb society in the political but also economic fields. The democratization of the Internet in the Maghreb has taken place through social networks as access was initially often limited to social platforms. Our thesis is intended to study the influencing devices set up on social networks by luxury companies in the Maghreb. We study the production methods of these persuasive devices but also their reception and their effects on social users / consumers. Digital social networks have been able to acquire a new dimension while keeping certain bases specific to the traditional social network. These platforms have been able to significantly impact businesses in the Maghreb and amplify the influence characteristics of the traditional social network very focused on the community and the group in this region. Thus, our thesis, which is part of SIC, offers a detailed analysis, on the one hand, of the conception of persuasive communication on social networks with the use of e-ledares by luxury SMEs in the Maghreb, producers of affecting. On the other hand, we are looking at the reception of this persuasive digital communication by consumers. We use a qualitative methodology and in particular semi-structured interviews to question, on the one hand, decision-makers in luxury SMEs in the Maghreb and, on the other hand, consumers. The goal is to understand how everyone perceives this communication on social networks and its influence
Alharbi, Fatmah. "The association between luxury and sustainability : the impact of environmental and social attributes on the perceived quality of luxury products". Thesis, Strasbourg, 2017. http://www.theses.fr/2017STRAB013.
The purpose of this research is to examine the effect of sustainable attributes on the perceived quality of luxury products. To get to our goal, a complementary approach using both qualitative and quantitative studies has been adopted. In the qualitative method, two studies with professionals and consumers are conducted. For the quantitative method, we employed an experimental between-subject factorial design realized in France and Saudi Arabia. The key finding of our quantitative study is that mentioning sustainable information has a negative impact on the perceived quality of luxury products. However, while no significant effect is observed in the case of French respondents, Saudi consumers perceive a product to be of lower quality when sustainable information is presented compared to the absence of this information. More particularly, social information impacts strongly and negatively the perceived quality in contrary with environmental information which has no effect. This effect is moderated by the degree of liking of luxury, the CSR image, and consumers’ country of origin
Kim, Sukhyun. "The Effect of Consumer Identity on Marketing Strategy". Thesis, Université Paris-Saclay (ComUE), 2019. http://www.theses.fr/2019SACLH006.
In this dissertation, I examine the influence of consumer identity (e.g., materialism, self-construal) on marketing strategy targeting young consumers (i.e., millennials).In Essay 1, I explore how materialistic consumers can be nudged to act prosocially by leveraging their status-seeking motivations in the context of luxury consumption, and luxury brands will maximize participation of consumers by utilizing product-linked cause-related marketing (CRM) campaigns.In Essay 2, I investigate the effects of individualism (vs. collectivism) on preferences for meeting belonging needs through digitally mediated social interaction, through the lens of lower social interaction costs
Carlin, Anaïs. "Inégalités de revenus et effets de démonstration : les comparaisons inter-individuelles affectent-elles la dynamique d'innovation ?" Thesis, Nice, 2014. http://www.theses.fr/2014NICE0032.
This Ph.D. thesis focuses on the joint impact of increasing income inequality and demonstration effects on consumer demand. In particular, it attempts to define to what extent income inequality generates luxury consumption and participates in innovation dy- namics. The analysis is part of non-Homothetic preferences framework and discusses sociological aspects of consumer behaviour. The first chapter reviews the macroeconomic literature on income inequality and luxury consumption. It shows that the analysis of luxury from demand point of view comes up against the absence of a commonly accepted and precise definition of luxury goods. The chapter puts forward the interest to analyze the effect of the desire of social distinction within a model in which goods an- swering the want for prestige have, not only a social function, but also an intrinsic utility and can be the product of a technological innovation. The second chapter examines the notion of wants and its consequences on demand. It establishes the mechanism by which wants appear and develop in time. It brings a formal representation of the growth of consumption standards in a so- cial context and shows to what extent the growth of wants participates in the dynamics of technical change through individual consumption demand. This chapter provides a theoretical framework on which is built a dynamical model, exposed in the third chapter, in which the incentive to innovate comes from the consumer demand. Using agent-Based modeling, this chapter explores the relation between conspicuous consumption and product innovation under various states of income inequality and different social influences
Michaud, Joëlle. "Mesure des composantes hédoniste et utilitaire de l'attitude envers différentes catégories de produit cosmétique selon des marques appartenant à des degrés de luxe distincts". Mémoire, 2006. http://www.archipel.uqam.ca/3227/1/M9604.pdf.
Lachkar, Mounia. "Les déterminants de la qualité expérientielle comme facteurs de positionnement dans le secteur de l'hôtellerie de luxe". Mémoire, 2006. http://www.archipel.uqam.ca/2804/1/M9574.pdf.
Almeida, Maria Sofia de Souza Coutinho Nunes de. "Luxury consumption motivations : a cross-cultural study between France and China". Master's thesis, 2013. http://hdl.handle.net/10400.14/15406.
La dernière décennie a été caractérisée par une expansion continue des marques de luxe internationales dans de nouveaux marchés. Le centre de gravité du secteur du luxe a ainsi été transféré vers l’Est. Ce mémoire de recherche a pour objectif de comprendre comment les motivations à la consommation de marques de luxe changent entre pays développés et pays émergents. De plus, le rôle de la culture au sein de ces différences est aussi examiné. L’étude met l’accent sur les principaux acteurs du marché du luxe aujourd’hui: la France (étant le premier pays créateur de produits de luxe) et la Chine (pays d’origine des premiers consommateurs de luxe à l’échelle mondiale). Un questionnaire en ligne a été utilisé pour mesuré les différentes motivations (Élitisme & Ostentation, Conformité, Unicité, Hédonisme et Qualité) de 95 étudiants Français et de 72 étudiants Chinois. Les résultats ont été analysés statistiquement à l’aide d’une série de tests t pour échantillons indépendants et de tests Mann-Whitney U. Conformisme semble être très important pour les Chinois, tandis qu’Hédonisme et Qualité sont des motivations dominantes parmi les consommateurs Français. Unicité est une motivation d’égale importance dans les deux marchés. L’orientation culturelle, mesuré à travers la notion de “self-construal”, ne semble pas être une dimension essentielle pour expliquer les différences repérées en termes de motivations. En fournissant une perspective différente, le niveau de connaissance des consommateurs et le niveau du développement du marché dans un pays sont présentés comme possibles causes pour les différences de motivations rencontrés. Une étude plus approfondie de ce sujet est essentiel. L’étude des résultats dérive des implications stratégiques pour les grandes marques de luxe qui essayent constamment d’augmenter l’offre tout en gardant l’exclusivité.