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Luxury Brand on Internet: An Analysis of Websites Dimensions and Websites Typology’s Evolution



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 […]

Does viral communication context increase the harmfulness of controversial taboo advertising?



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 […]

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, […]

Customer segmentation based on store equity: What explains customer store preference?



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 […]

The brand manager’s challenges in the digital era



7th International Research Meeting in Business and Management (IRMBAM-2016), 2016

Aimé I., Berger-Remy F. et Laporte M-E.

Conférence