33ème Congrès International de l'Association Française du Marketing, Tours, 2017
Nathalie Veg-Sala et Angy Geerts
Conférence
33ème Congrès International de l'Association Française du Marketing, Tours, 2017
Nathalie Veg-Sala et Angy Geerts
Conférence
Dealing with the digital era in the luxury sector and the luxury inherent paradoxes between selectivity and diffusion, several research have studied the strategies implemented by the luxury brands on the Internet and especially the dimensions on which websites rely. These constitute an important starting point but need to be updated as technologies are moving […]
Journal of Business Ethics, 2017
Ouidade Sabri
Article
Controversial taboo appeals as an executional cue in viral advertising have commonly been used by advertisers. In this context, the study investigates the role of medium context on the effectiveness of controversial taboo ads. By implementing a tightly controlled experiment which deals with controversial taboo ads embedded in a press article and in a viral […]
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, […]
Journal of Brand Management, 2017
Gil Saura, I., Berenguer-Contrí, G., Ruiz Molina, M.E., Michel, G.
Article
Extant literature on brand equity in the context of the retail store is limited. This paper responds to calls for more research in this area by examining, though a quantitative design, shoppers’ perceptions of store equity, loyalty and satisfaction. Responses from 300 Spanish shoppers, in three retail contexts, were captured. Findings of CHAID analysis identify […]
7th International Research Meeting in Business and Management (IRMBAM-2016), 2016
Aimé I., Berger-Remy F. et Laporte M-E.
Conférence