In times, when retailers are looking for solutions to improve their performance, it is important to study the relationship that salespeople have established with the brands they sell in a multi-brand environment. Based upon “Consumer-Brand Relationship Theories” on one hand and upon a qualitative study among salespeople of two cosmetic retailers on the other, this […]

Cette recherche analyse les pratiques marketing utilisées pour pérenniser la légitimité charismatique d’une marque de luxe. A partir d’entretiens avec divers acteurs du champ de la haute-cuisine et de l’analyse desites Internet de restaurants gastronomiques, nous avons identifié plusieurs actions pour (1) créer un lignage entre les chefs, processus permettant d’inscrire le nouveau chef dans […]

Co-branding strategies involve the collaboration between brands to launch a new product they co-name. This paper aims to better understand consumers’ reactions towards the co-branded product. Its main contribution is to highlight the mediating effects of perceived credibility and perceived novelty on the reactions towards the co-branded product through the level of congruence. The results […]

L’objectif est d’étudier les déterminants du potentiel d’extension de gamme verticale des marques. Une analyse de la littérature est effectuée sur le concept de potentiel d’extension puis sur les stratégies d’extensions de gammes verticales. Elle met en avant, au-delà de l’image-prix et de la distinction entre marques fonctionnelle et symbolique, l’importance de l’ouverture des contrats […]

This paper examines the effects of mandatory adoption of IFRS on intangibles in the French environment where firms were unable to develop ‘experience of international standards’ before they became mandatory from 1 January 2005. The question we try to answer is the following: did the change of accounting standards concerning the intangibles lead to the […]