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L'image de marque à l'ère numérique by Taskos, Nikolaos

L'image de marque à l'ère numérique

by Nikolaos Taskos
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Book cover type: Paperback
  • ISBN13: 9783330204058
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Notre Savoir
  • Publisher Imprint: Editions Notre Savoir
  • Publication Date:
  • Pages: 92
  • Original Price: GBP 34.71
  • Language: French
  • Edition: N/A
  • Item Weight: 137 grams
  • BISAC Subject(s): Marketing / General

Il est incontestable qu'Internet a consid�rablement modifi� la fa�on dont les sp�cialistes du marketing communiquent avec les clients. L'image de marque num�rique est l'un des domaines marketing les plus prometteurs et devrait constituer le moyen le plus fructueux d'approcher les consommateurs dans les ann�es � venir. La pr�sente �tude examine les caract�ristiques qui font qu'une marque �lectronique est digne de confiance et fiable. Elle d�termine les techniques de marque en ligne qui sont efficaces et celles qui sont consid�r�es comme intrusives par les utilisateurs en ligne. Elle se concentre sur un groupe sp�cifique, les Millennials, comprend leurs perceptions de l'e-branding et explore les raisons qui les poussent � devenir fid�les � une e-marque. La recherche s'est appuy�e sur un examen de la litt�rature existante sur les marques num�riques, les strat�gies et les outils d'e-branding et sur une �tude qualitative empirique men�e au Royaume-Uni sous forme d'entretiens approfondis et d'une recherche netnographique. Les r�sultats ont r�v�l� que la fid�lit� dans un contexte en ligne peut �tre obtenue et qu'il existe certaines caract�ristiques que les utilisateurs consid�rent comme cruciales pour s'attacher � une marque �lectronique. L'auteur est fermement convaincu que la pr�sence en ligne doit �tre trait�e comme une activit� distincte et ne doit pas �tre n�glig�e ou sous-�valu�e par une marque.

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