Thèse de doctorat : Université de Fribourg, 2020.
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Mémoire de bachelor : Haute école de gestion de Genève, 2020 ; TDIBM 79.
This study aimed at analyzing the demand side of short food supply chains in the canton of Vaud to provide local farmers with recommendations about how to organize, market and promote the sale of local fruits and vegetables. While many elements in the analysis confirmed the findings of the existing literature, others brought a new understanding of consumers in Vaud. The consumer analysis led to...
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Mémoire de bachelor : Haute école de gestion de Genève, 2020 ; TDIBM 82.
This research paper aims at understanding the effectiveness of digital technologies on Swiss consumers’ buying behavior in the sustainable fashion industry. It focuses on three main digital technologies: social media, mobile applications and e-commerce platforms. The theoretical background investigates sustainable fashion and reveals its complexity, mainly due to the lack of a universal...
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Mémoire de bachelor : Haute école de gestion de Genève, 2020 ; TDIBM 100.
The aim of this research is to identify and understand how the smartwatch market has gained so much popularity in such a short period of time that it managed to surpass not only the Swiss luxury watch industry but the entire Swiss watch market in terms of sales volume globally. The study will focus on some critical quantitative and qualitative measures such as marketing, financials, consumer...
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Mémoire de bachelor : Haute école de gestion de Genève, 2020 ; TDIBM 103.
This report aims to analyse how the Swiss Banking industry can strengthen its Employer Branding strategies to attract and retain late Millennials from Business Schools in Geneva by identifying which characteristics shape their workplace expectations, preferences, and needs. This research will provide recommendations based on the outcomes and findings collected, which will be linked to...
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In: International journal of environmental research and public health, 2018, vol. 15, no. 1, p. 70
Previous studies indicated that television (TV) advertising is associated with higher rates of obesity. The rate of obesity and overweight continues to rise in mainland China, bringing into question whether TV advertising to young audiences might be partly to blame. This study investigated messaging delivered through TV advertisements regarding healthy and unhealthy foodstuffs. A total of 42...
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Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 65.
The Bachelor Project explores the beauty industry, analyses the major makeup brands on the market and studies the Generation Z as a consumer. High-end makeup brands are facing gaps in reaching the Generation Z, and since it is about to become the biggest global consumer, there is a need to understand and suit this generation’s sense of beauty. The objective is to identify the efforts several...
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Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 53.
This research aims to analyse how social media influencers on Instagram influence the purchasing decision of Millennial consumers in the luxury watch industry in Swiss Romandie. The first part of this project discusses different elements surrounding influencer marketing and Millennial’s online buying behaviour. The second part investigates Millennials’ presence on social media and their...
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Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 49.
This thorough study in consumer insights about millennials and the apparel industry aims at understanding what is going on in their minds and to which extent theories established by researchers and scholars are reflective of their loyalty towards brands. The literature review will give you, readers, the palette of the branding concepts which are complex, and these ones’ goal is to group unique...
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(Working Papers SES ; 501)
Purpose—Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This article seeks a deeper understanding of MBL by investigating its different types and facets. Design/methodology/approach—This study uses a sequential, qualitatively-driven mixed method design...
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