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The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception



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 […]

Salesperson–Brand Relationship: Main dimensions and impact within the context of private brand retailing



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 […]

Au coeur de la marque, les clés du management de la marque



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, […]

The brand manager system twenty years after Low and Fullerton’s critical-historical evaluation



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, […]

Comment la marque donne du sens au collaborateur: vers une vision élargie du capital-marque



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 […]