We investigate how the concept of persona can be used in mana- ging brand persona-fication. Based on interviews with informants working across the gastronomy sector, we examine the character- istics of the chef persona, and the role that chef persona plays in restaurant management. We differentiate persona-fied brands from other human brands, we dimensionalise the […]

We investigate the concept of the heritage store, that is, the locations that lies at the heart of a brand’s identity and history. Based on store observations and interviews with managers and sales personnel in the luxury industry, we analyze the characteristics of heritage stores and their role in the management of heritage brands. We […]

A la fois source d’opportunités et de menaces, l’utilisation de l’e-commerce dans le secteur du luxe intensifie le paradoxe de la distribution des marques de luxe entre diffusion et sélectivité. Les objectifs de cet article sont de mieux appréhender les attitudes et les comportements des consommateurs de luxe envers l’e-commerce et d’étudier leurs évolutions. A […]

Employees embodying the brand as much for customers as colleagues are typically qualified as brand champions. However, we know little about this organizational figure. Based on a multiple case study in five business divisions of three companies, the present research shows that brand champions are single individuals situated at an intermediate management level, self-proclaimed, and […]

Co-branding strategies involve collaboration of two or more brands to launch a new product that features both brands’ names. While the focus of past research has been on the fit between the associated brands, why do sometimes incongruent brands succeed in their co-branding strategy? We explain this phenomenon by disentangling co-branding effects through two mechanisms: […]