33ème Congrès International de l'Association Française du Marketing, Tours, 2017
Tiphaine Gorlier and Géraldine Michel
Conference
33ème Congrès International de l'Association Française du Marketing, Tours, 2017
Tiphaine Gorlier and Géraldine Michel
Conference
This research focuses on the polymorphous concept of closeness, applied to the relationship between a brand and its end-clients. Through a literature review and seventeen interviews with professionals in various sectors, our goal is to gain better insights into the closeness strategies deployed b...
Décisions Marketing, 2017
Eric Julienne and A.Banikema
Article
Over the last 30 years, customer orientation has been the dominant paradigm for sellers who want to build long- term relationships with customers (Saxe and Weitz, 1982). On the other hand, social influence techniques (seller’s sympathy, gifts which induce reciprocity, etc.) is suspected of being ...
CHARM Conference, Juin 2017, Liverpool, 2017
Isabelle Aimé, Fabienne Berger-Remy et Marie-Eve Laporte
Conference
Purpose – This essay aims to describe the origins of the Brand Management System (BMS) and to examine the factors influencing the changes and mutations that the BMS has encountered in order to assess its potential effectiveness in today’s digitalized environment. Methodology/approach – The paper ...
Dunod, 3ème édition, 2017
Géraldine Michel
Book
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 construc...
Journal of Business Research, 2016
Delphine Dion et Gérald Mazzalovo
Article
This study investigates the marketing strategies used to revive “sleeping beauties”, that is, brands that are no lon- ger active on the market but which retain potential brand equity that can be conjured up in the minds of con- sumers by rearticulating the brand’s heritage. Drawing on inter...