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Art et marques de luxe: Nouvelles pratiques pour nouveaux clients: une analyse sémiotique et schéma tensif, C. de Lassus

Author

Listed:
  • Christel de Lassus

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

La recherche en marketing s'intéresse encore peu à un phénomène en fort développement: les liens croissants entre l'art et les marques de luxe. Pour comprendre l'influence de l'art sur la perception des consommateurs, nous avons opté pour une méthode qualitative auprès des clients traditionnels comme des nouveaux clients du luxe. Notre recherche permet de mieux comprendre, par une analyse sémiotique et par l'apport de la psychologie de l'art, les mécanismes créés entre l'identité de marque et l'art, et ses différences selon les clients. Elle met en lumière les implications pour les praticiens.

Suggested Citation

  • Christel de Lassus, 2017. "Art et marques de luxe: Nouvelles pratiques pour nouveaux clients: une analyse sémiotique et schéma tensif, C. de Lassus," Post-Print hal-01666378, HAL.
    • Handle: RePEc:hal:journl:hal-01666378
    as

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