Type de publication

Salesperson–Brand Relationship: Main dimensions and impact within the context of private brand retailing



Journal of Personal Selling & Sales Management, 2017

Géraldine Michel, Michaela Merk et Sevgin Eroglu

Article

Private branding is considered one of the most effective and efficient influencers of retailers’ return on investment in their fiercely competitive industry. However, no study to date has examined these brands’ impact on salespeople’s motivation and commitment to their own employer. This study, based upon extensive qualitative and quantitative research, shows that salespeople’s relationships with […]

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, […]

The brand manager system twenty years after Low and Fullerton’s critical-historical evaluation



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, […]

Comment la marque donne du sens au collaborateur: vers une vision élargie du capital-marque



Recherche et Applications en Marketing, 2015

Fabienne Berger-Remy et Géraldine Michel

Article

La marque est un capital de l’entreprise évalué aujourd’hui sous un angle marketing et financier. Cette recherche montre que la valeur de la marque peut également s’apprécier selon le rôle qu’elle joue auprès des collaborateurs. Sur la base d’une étude qualitative auprès de 24 managers dans 4 entreprises, nous qualifions la valeur que la marque […]

The brand champion, a double-edged sword for brand building



European Marketing Academy Conference, Louvain, Belgique, 2015

Fabienne Berger-Rémy et Géraldine Michel

Conférence

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 […]