Journal of Business Research, 2019
M. Merk and G. Michel
Article
Journal of Business Research, 2019
M. Merk and G. Michel
Article
While there is extensive literature on the positive impact of salesperson brand identification, we have little understanding about its negative effects in the luxury context where brand aura can generate deviant behavior. To investigate the negative consequences of salesperson brand identification in the luxury sector, we conducted qualitative studies, including observations and interviews with retail […]
Journal of Personal Selling & Sales Management, 2017
Géraldine Michel, Michaela Merk et Sevgin Eroglu
Article
Private branding is considered one of the most effective and efficient influencers of retailers’ return on investment in their fiercely competitive industry. However, no study to date has examined these brands’ impact on salespeople’s motivation and commitment to their own employer. This study, based upon extensive qualitative and quantitative research, shows that salespeople’s relationships with […]
Dunod, 3ème édition, 2017
Géraldine Michel
Ouvrage
Cet ouvrage présente les outils essentiels au management de la marque. Une approche à long terme est développée en s’appuyant sur de nombreux cas d’entreprises issues des secteurs B to C et B to B. Cette troisième édition propose de nouvelles expertises sur la légitimité de la marque, la construction des relations à la marque, […]
Proceedings of the Academy of Marketing Science, AMS-WMC, Paris, 2016
Isabelle Aimé, Fabienne Berger-Remy et Marie-Eve Laporte
Conférence
Since the 1930s, the brand manager system (BMS) has become a marketing organization standard. Yet, its relevance is questioned with the digital revolution. We build on Low and Fullerton (Journal of Marketing Research (JMR) 31(2):173–190, 1994) to make a historical analysis of the BMS evolution. The analysis of 44 academic articles highlights three periods. Today, […]
Recherche et Applications en Marketing, 2015
Fabienne Berger-Remy et Géraldine Michel
Article
La marque est un capital de l’entreprise évalué aujourd’hui sous un angle marketing et financier. Cette recherche montre que la valeur de la marque peut également s’apprécier selon le rôle qu’elle joue auprès des collaborateurs. Sur la base d’une étude qualitative auprès de 24 managers dans 4 entreprises, nous qualifions la valeur que la marque […]