Psychology & Marketing, 2014
Nathalie Fleck, Géraldine Michel et Valérie Zeitoun
Article
Psychology & Marketing, 2014
Nathalie Fleck, Géraldine Michel et Valérie Zeitoun
Article
Personifying a brand through the use of a spokesperson is a strategy that some companies use to humanize their brands. Three of the ways that such personification is accomplished in advertising is by ads featuring celebrities, “regular people” (such as everyday consumers or persons employed by the brand), and company founders or CEOs as spokespeople. […]
Journal of Business Research, 2014
Géraldine Michel et Naveen Donthu
Article
This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs) and peripheral brand associations (PBAs). The first study shows that the perceived fit of a brand extension is influenced by the consistency with CBAs and PBAs. However, the brand extension consistency with CBAs positively affects consumer brand extension evaluations, while […]
Journal of Consumer Research, 2014
Delphine Dion, Ouidade Sabri et Valérie Guillard
Article
Hanging up our coat, tidying our desk, classifying our books, what meanings do these mundane practices convey? Extending Mary Douglas’s work, this article investigates tidiness from the angle of symbolic pollution. Based on photo-elicitation, it shows that, similarly to symbolic pollution described at a macro-social level, tidiness depends on two conditions, namely, a set of […]
Journal of Product and Brand Management, 2014
Nathalie Veg-Sala et Elyette Roux
Article
Purpose – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Design/methodology/approach – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be […]
Palgrave, 2014
Michaela Merk
Ouvrage
Le livre “Luxury Sales Force Management” met en lumière des stratégies destinées à permettre aux managers de tous les secteurs où la force de vente joue un rôle clé, de gagner le cœur de leurs vendeurs et contribuer ainsi au succès de leur entreprise. Ce livre présente les résultats de 4 ans de recherche auprès […]