Management Decision, 2016
Elizabeth Albertini
Article
Management Decision, 2016
Elizabeth Albertini
Article
Purpose – The purpose of this paper is to enhance knowledge of the full set of interrelations between IC components by providing an inductive typology of their strategic interactions. Design/methodology/approach – To answer the research question the author conducted a content analysis of CEOs’ letters to shareholders published by 122 companies among the 200 first […]
Journal of Business Research, 2016
Delphine Dion et Gérald Mazzalovo
Article
This study investigates the marketing strategies used to revive “sleeping beauties”, that is, brands that are no lon- ger active on the market but which retain potential brand equity that can be conjured up in the minds of con- sumers by rearticulating the brand’s heritage. Drawing on interviews with professionals in luxury and mass- market […]
Journal of Business Research, 2016
Géraldine Michel
Article
The commentary endorses the view of brands as complex social relations that develop among a multitude of enacted stakeholder identities and discusses in what ways this perspective may lead to a novel paradigm of brand building – one that highlights the dynamic and fluid character of brand identity. The author underlines the importance of better […]
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, […]
Annales Méditerranéennes de l'Economie, 2016
Dion D., Rémy E. et Sitz L.
Article
Plus de 100.000 fans sur la page Facebook de la marque Hénaff, plus de 3.000 personnes qui parlent de la marque sur Facebook… Comment et pourquoi une marque de pâté, qui plus est régionale, arrive-t-elle à réunir autant de fans et à générer autant de discussions ? Bien plus que du pâté en boite, cette […]