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Cross-gender extension potential of luxury brands: a semiotic analysis

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  • Nathalie Veg-Sala

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

  • Elyette Roux

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

Abstract

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  • Nathalie Veg-Sala & Elyette Roux, 2017. "Cross-gender extension potential of luxury brands: a semiotic analysis," Post-Print hal-01735487, HAL.
    • Handle: RePEc:hal:journl:hal-01735487
    DOI: 10.1057/s41262-018-0094-4
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01735487
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    References listed on IDEAS

    as
    1. Salim Azar, 2015. "Toward an understanding of brand sexual associations," Post-Print hal-03065868, HAL.
    2. Avery, Jill, 2012. "Defending the markers of masculinity: Consumer resistance to brand gender-bending," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 322-336.
    3. Grayson, Kent & Shulman, David, 2000. "Indexicality and the Verification Function of Irreplaceable Possessions: A Semiotic Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 17-30, June.
    4. McCracken, Grant, 1986. "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
    5. F. Magnoni & Elyette Roux, 2012. "The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands," Post-Print halshs-00785825, HAL.
    6. repec:dau:papers:123456789/274 is not listed on IDEAS
    7. Nathalie Veg-Sala & Elyette Roux, 2014. "A semiotic analysis of the extendibility of luxury brands," Post-Print hal-01465835, HAL.
    8. Reddy, Mergen & Terblanche, Nic & Pitt, Leyland & Parent, Michael, 2009. "How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension," Business Horizons, Elsevier, vol. 52(2), pages 187-197.
    9. 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.
    10. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    11. Nathalie Veg-Sala, 2014. "The use of longitudinal case studies and semiotics for analysing brand development as process of assimilation or accommodation," Post-Print hal-01525471, HAL.
    12. Virginie de Barnier & Sandrine Falcy & Pierre Valette-Florence, 2012. "Do consumers perceive three levels of luxury? A comparison of accessible, intermediate and inaccessible luxury brands," Post-Print halshs-00786023, HAL.
    13. Nathalie Veg-Sala, 2014. "The Use of Longitudinal Case Studies and Semiotics for Analyzing Brand Development as Process of Assimilation or Accommodation," Post-Print hal-01639417, HAL.
    14. Fanny Magnoni & Elyette Roux, 2012. "The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands," Post-Print hal-03591724, HAL.
    15. Salim Azar, 2013. "Exploring brand masculine patterns: moving beyond monolithic masculinity," Post-Print hal-03065867, HAL.
    16. Kapferer, Jean-Noël & Laurent, Gilles, 2016. "Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries," Journal of Business Research, Elsevier, vol. 69(1), pages 332-340.
    17. Salim L. Azar, 2015. "Toward an understanding of brand sexual associations," Post-Print hal-02980005, HAL.
    18. Nathalie Veg-Sala & Elyette Roux, 2014. "A semiotic analysis of the extendibility of luxury brands," Post-Print hal-01525472, HAL.
    19. Stokburger-Sauer, Nicola E. & Teichmann, Karin, 2013. "Is luxury just a female thing? The role of gender in luxury brand consumption," Journal of Business Research, Elsevier, vol. 66(7), pages 889-896.
    20. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
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