Dissertation Masstige final.pdf


Aperçu du fichier PDF dissertation-masstige-final.pdf - page 5/87

Page 1...3 4 56787



Aperçu texte


2.7.22.7.33.0-

4.0-

5.0-

Location……………………………………………………………….…52
Questionnaires……………………………………………………..……52

CHAPTER 3: Research results and analysis………………………………………………53
3.1-

Introduction………………………………………………………………………….53

3.2-

Profiles of participants.....................................................................................53
3.2.1From occasional luxury consumers’ questionnaire………………53
3.2.2From traditional luxury consumers’ questionnaire………………..55

3.3-

Results from both questionnaires...................................................................57
3.3.1Participation.....................................................................................57
3.3.2Satisfaction.......................................................................................59
3.3.3Credibility.........................................................................................60
3.3.4Approval .........................................................................................61
3.3.5Trust...................................................................................................62
3.3.6Image...............................................................................................62
3.3.7Betrayal............................................................................................63
3.3.8Future purchase..............................................................................64

Discussion …………………………………………………………………………………...P65
4.1-

Hypothese 1…………………………………………………………………………65

4.2-

Hypothese 2…………………………………………………………………………65

4.3-

Hypothese 3…………………………………………………………………………66

Examples of masstige operations………………………………………………………..68
5.1-

Success….……………………………………………………………………………68

5.2-

Failure…………………………………………………………………………………68

5.3-

The case of Prada………………………………………………………………….69

6.0-

Conclusion…………………………………………………………………………………….71

7.0-

References…………………………………………………………………………………….73

8.0-

Appendices…………………………………………………………………………………...77

5|P age