IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01532822.html
   My bibliography  Save this paper

Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie

Author

Listed:
  • Nathalie Veg-Sala

    (UPN - Université Paris Nanterre, CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • Angy Geerts

    (UMons - Université de Mons)

Abstract

The aim of this paper is to shed light on how luxury brands portray their values on their website and explore how the Internet can strengthen or dilute their narratives. The purpose is therefore to examine how to manage the consistency of brand narratives on the Internet, and this, in a comparative sector approach. A semiotic methodology with case studies is conducted. The results show that the Internet is not incompatible with luxury features and it constitutes a communication support able to reinforce luxury brand narratives. It depends on how it is used, and this irrespective of the types of products.

Suggested Citation

  • Nathalie Veg-Sala & Angy Geerts, 2012. "Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie," Post-Print hal-01532822, HAL.
    • Handle: RePEc:hal:journl:hal-01532822
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01532822
    as

    Download full text from publisher

    File URL: https://hal.parisnanterre.fr/hal-01532822/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jean-Noël Kapferer, 1991. "Les marques, capital de l'entreprise," Post-Print hal-00788650, HAL.
    2. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    3. Benoît Heilbrunn & Patrick Hetzel, 2003. "La pensée bricoleuse ou le bonheur des signes : Ce que le marketing doit à Jean-Marie Floch..," Post-Print halshs-02919707, HAL.
    4. Jean-Noël Kapferer & Vincent Bastien, 2008. "Luxe oblige," Post-Print hal-00786816, HAL.
    5. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Angy Geerts & Nathalie Veg-Sala, 2014. "Le luxe et Internet : évolutions d'un paradoxe," Post-Print hal-01525469, HAL.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Catherine Janssen & Joëlle Vanhamme & Adam Lindgreen & Cécile Lefebvre, 2014. "The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 119(1), pages 45-57, January.
    2. Anido Freire, N., 2014. "When luxury advertising adds the identitary values of luxury: A semiotic analysis," Journal of Business Research, Elsevier, vol. 67(12), pages 2666-2675.
    3. Nathalie Veg-Sala & Angy Geerts, 2015. "The paradox of the distribution of luxury brands regarding e-shopping: Cluster analysis and evolution of consumers’ attitudes and behaviors according to their profile and levels of luxury [Le parad," Post-Print hal-01525468, HAL.
    4. Angy Geerts & Nathalie Veg-Sala, 2014. "Le luxe et Internet : évolutions d'un paradoxe," Post-Print hal-01525469, HAL.
    5. Jin, Ting & Prentice, Catherine & Shao, Wei, 2021. "Identifying antecedent conditions for luxury brand purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Bian, Qin & Forsythe, Sandra, 2012. "Purchase intention for luxury brands: A cross cultural comparison," Journal of Business Research, Elsevier, vol. 65(10), pages 1443-1451.
    7. Per Åsberg & Henrik Uggla, 2019. "Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 483-496, September.
    8. Shakiba Ghadir Jamal Abad & Jalali Seyed Hossein, 2013. "Conceptualization Of Customer Based Brand Equity In Financial Service Sector," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 8(1), pages 123-133, April.
    9. Tracy Harkison & Nigel Hemmington & Kenneth F. Hyde, 2018. "Luxury accommodation – significantly different or just more expensive?," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(4), pages 231-243, August.
    10. Silvia Ranfagni & Wilson Ozuem, 2022. "Luxury and Sustainability: Technological Pathways and Potential Opportunities," Sustainability, MDPI, vol. 14(9), pages 1-12, April.
    11. DelVecchio, Pasquale & Ndou, Valentina & Sadguy, Nezha, 2008. "Brand-Based Competition in the Agri-Food Sector: Evidences from Italian SMEs," 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria 49890, European Association of Agricultural Economists.
    12. Gian Luca Gregori & Silvia Cardinali & Meri Travaglini, 2013. "Imprese calzaturiere e competitivit? nel mercato mondiale: il caso di una media luxury brand company," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(3), pages 151-168.
    13. Elvira Tabaku & Mirela Zerellari (Mersini), 2015. "Brand Loyalty And Loyalty Programs; A Literature Review," Romanian Economic Business Review, Romanian-American University, vol. 10(2), pages 71-86, June.
    14. Pierre-Yves DONZÉ, 2011. "The Comeback of the Swiss Watch Industry on the World Market: A Business History of the Swatch Group (1983-2010)," Discussion Papers in Economics and Business 11-14, Osaka University, Graduate School of Economics.
    15. Caniato, Federico & Caridi, Maria & Castelli, Cecilia & Golini, Ruggero, 2011. "Supply chain management in the luxury industry: A first classification of companies and their strategies," International Journal of Production Economics, Elsevier, vol. 133(2), pages 622-633, October.
    16. Cristini, Hélène & Kauppinen-Räisänen, Hannele & Barthod-Prothade, Mireille & Woodside, Arch, 2017. "Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations," Journal of Business Research, Elsevier, vol. 70(C), pages 101-107.
    17. repec:dau:papers:123456789/2386 is not listed on IDEAS
    18. Fabiana Mariutti & Ralph Tench, 2015. "Are we talking the Same Language? Challenging Complexity in Country Brand Models," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 1(1), pages 49-62, January.
    19. Yang-Im Lee & Peter R. J. Trim, 2019. "Refining brand strategy: insights into how the “informed poseur” legitimizes purchasing counterfeits," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 595-613, September.
    20. Elisa Arrigo, 2011. "Fashion, Luxury and Design: Store Brand Management and Global Cities Identity," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Global .
    21. Ela Golemi, 2015. "Excessive Credit Growth - An Early Indicator of Financial Instability," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 1, May - Aug.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01532822. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.