Nathalie Veg-Sala

Associate Professor,
University Paris Nanterre

Her research focuses on brand management, exploring the potential for brand extension and managing the consistency of luxury brands in the face of the Internet and e-commerce. Her work is mainly based on structural semiotics. A PhD titul obtained from the Paris Dauphine University, Nathalie Veg-Sala teaches brand management and the different components of marketing.

Research Fields

  • Management of Luxury Brands and Internet (e-commerce)
  • Brand Management
  • The Potential for Brand Extension
  • Luxury
  • Semiotics
  • Communication
  • Diversity and Leadership Management


The benefits of semiotic analysis to the evaluation of product-service brand extension potential (bep): the case of luxury hospitality, Décisions Marketing, 94

Between fear and desire for connected objects: Understanding the ambivalence of consumers, Decisions Marketing, n ° 86 (April – June), 35-52, forthcoming, 2017 (Caroline Ardelet, Nathalie Veg- Sala, Alain Goudey and Marie Haikel-Elsabeh)

The paradox of the distribution of luxury brands in the face of e-commerce: a proposal for a typology of consumers and its evolution over time, Marketing Decisions, 80, 69-85, 2015, Nathalie Veg-Sala and Angy Geerts)

Luxury and the Internet: Evolutions of a Paradox , Management & Avenir, 2014, n ° 71, 18 p (Geerts, Angy and Nathalie Veg-Sala)

Assimilation vs. Two-Dimensional, Case Studies in the Luxury Sector, Qualitative Market Research: An International Journal, 2014, Vol 14, No. 4 (Veg-Sala, Nathalie)

Journal of Product and Brand Management, 2014, Vol 23, No. 2. (Veg-Sala Nathalie and Elyette Roux)

Celebrity endorsement in the luxury watch industry: Analysis by consumer perceptions , Marketing Decisions, 2014, N ° 74, 97 – 113.

Managing the coherence of the stories of luxury brands on the Internet: semiotic study and comparative analysis of the leather goods and jewelery sectors, French Review of Marketing, 2012, n ° 233, 3/5, 5-26, (Veg-Sala, Nathalie and Angy Geerts).

How to Manage the Consistency of Luxury Brands with Internet Communication? The Importance of Luxury Brand Values ​​Transfer, The Global Journal of Business Research, 2011, No. 5, 81-94, (Geerts, Angy and Nathalie Veg-Sala)

Brand type and conquering new markets , Les Echos, June 15, 2006, (Nyeck, Simon and Nathalie Veg-Sala)


Luxury brands websites : Beyond « the Internet Dilemna » – A Latent Transition Analysis, The Mystique of Luxury Brands – Japan (2019). A. Geerts, P. Valette-Florence & N. Veg-Sala.

The future of haute horlogerie, e-commerce and delivery: Semiotic approach to consumer discourse and brand practices, 11th Research Day in Watchmaking Marketing, November 30, 2016, Haute école de management Arc, Neuchâtel (Nathalie Veg-Sala)

Luxury, e-commerce and delivery: an exploratory study of consumer perceptions, 32nd Congress of the French Marketing Association, Lyon, 18 – 20 May.

Luxury consumer behavior of Chinese young adults: a comparison between international students and young consumers from mainland China, 2015 Global Fashion Management Conference, University of Florence, Florence, Italy, June 25-28, 2015 (Mom, Anne-Flore, Lu Wang and Nathalie Veg-Sala)

The store and online shopping experience for luxury brands: Exploratory study on the dimensions of the concept, 31st Congress of the French Marketing Association, Marrakech, 2015 (Nathalie Veg-Sala)

From Haute Couture to Haute Horlogerie: Can Authentic Shop Experience Legitimize Brand Extensions ?, 7th Research Day of Horloger Marketing, Neuchâtel, Switzerland, November 7-8, 2012, (Veg-Sala, Nathalie).

A semiotic analysis of the extendibility of luxury brands, 8th Global Conference of AM’s Brand and Reputation Special Interest Group, Avril 3 – 5 2013, Portugal, Porto, (Veg-Sala, Nathalie et Elyette Roux)

Perspectives managériales et consuméristes du luxe sur Internet : Des années 1990 à nos jours, 11ème journée de recherche sur le e-marketing, 7 Septembre 2012, Paris La Sorbonne, (Geerts, Angy et Nathalie Veg-Sala)

Analyse des déterminants du potentiel d’extension verticale vers le haut des marques : Etude de cas dans le secteur automobile, 28ème Congrès de l’Association Française du Marketing, Brest, 9, 10 et 11 Mai, 2012, (Nathalie Veg-Sala)

Branding Diversity : Diversity Representations in French Brands Communication, 1st Brand Camp, Obergurgl, Austrian, 27 février – 2 Mars 2011, (Simon Nyeck, Max Chauvin, Nathalie Veg-Sala)

Branding Diversity : Diversity Representations in French Brands Communication, 3rd Annual Research Conference Alliance for Research on Corporate Sustainability (ARCS), Wharton, Pennsylvanie, May 9-11, 2011, (Simon Nyeck, Max Chauvin, Nathalie Veg-Sala)

Understanding the evolution of the “actual” product territory of brands based on their history: a case study in the luxury sector, 9th International Marketing Trend Congress, Paris – Venice, 21-23 January 2010 , (Veg-Sala, Nathalie and Simon Nyeck)

Extensions of “man – woman” ranges and impact of the brand ‘s initial market, 26th Congress of the French Marketing Association, Le Mans – Angers, May 6th and 7th, 2010, (Veg – Sala, Nathalie)

Luxury and e-commerce or how brands can manage the paradox between selectivity and the mass market sales tool? , Research Day on e-marketing, Paris – La Sorbonne, September 10th 2010, (Veg-Sala, Nathalie and Angy Geerts)

Brand and Communication: the reconciliation of semiotic analyzes and studies on consumer perceptions, First Research Days on Brand Design, Limoges, September 30 and October 1, 2010, (Veg-Sala, Nathalie)

Ambassadors – stars vs Ambassadors – customers: The world of fine watchmaking through the concept of self-expansion, 5th day of research of Horloger Marketing, La Chaux-de-Fonds, Switzerland, 1st and December 2, 2010, (Veg-Sala, Nathalie)

Values ​​of the brand ‘s genre and concept of openness: Implications for the study of the “man – woman” range extensions, 8th International Marketing Trend Congress, Paris – Venice, 16 and 17 January 2009, (Veg, Nathalie)

The impact of gender equality on cross-gender extension evaluation, EMAC 2009 Conference (Nantes, France), 26-29 May 2009, (Veg-Sala, Nathalie)

The Internet and Communication: How to manage consistency of luxury brands?, Cambridge 2009: Academy of Marketing Brand, Identity and Reputation GIS: 5th International Colloquium, 1-3 September 2009, (Geerts, Angy and Nathalie Veg-Sala)

New Watch Consumers: A Proposal for a Typology, 4th Research Day of the Horloger Marketing, La Chaux-de-Fonds, Switzerland, 25 and 26 November 2009, (Veg-Sala, Nathalie)

Semiotic analysis of the determinants of brands’ ability to expand: Application to luxury brands, 7th International Marketing Trend Congress, Paris – Venice, January 2008, 17-19, (Veg Nathalie)

The watch brands’ communication policies during the “man-woman” range extensions , 3rd Research Day of the Horloger Marketing, La Chaux-de-Fonds, Switzerland, November 26 and 27, 2008, (Veg Nathalie)

Brand Gender and Cross-Gender Extensions, Thought Leaders International Conference on Brand Management, Birmingham Business School, April 2007, 24-25, (Veg Nathalie and Simon Nyeck)

The Brand Expansion: The case of luxury brands, 3rd Annual Colloquium of the Academy of Marketing: Brand, Corporate Identity and Reputation (Special Interest Group), Brunel University London, Septembere 2007, 12-13, (Veg Nathalie)

The impact of the strength of the brand stories on the desirability of the brand and extensions: Application to luxury brands, Proceedings of the annual doctoral conference of the French Marketing Association, Nantes, May 2006 , 216-226, (Veg, Nathalie)

Chapters of books

Brand Gender and Market Innovation Strategies: What are the Implications for Trademark Management?, coordinated by Nicolas Mottis, The Art of Innovation, The Harmattan, Organization Design and Dynamics Collection , 2007, (Nyeck, Simon and Nathalie Veg)

The communication policies of watch brands during the extensions of “man-woman” ranges, Watch communication, Strategies and new technologies, Edited by Kalust Zorik and François Courvoisier, Editions Lep, 2009, (Veg, Nathalie), available at:

The new watchmaking consumers: proposing a typology, The watchmaking user in a changing world , Edited by Kalust Zorik and François Courvoisier, Editions Lep, 2010, (Veg, Nathalie), available on: