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Digital et luxe : quels impacts sur l'expérience client et le capital-marque? Une revue de littérature

Author

Listed:
  • Rémi Evrard

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

  • Laure Lavorata

    (REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne)

Abstract

L'objectif de cette communication est de faire une revue de la littérature afin de comprendre l'impact du digital sur les marques de luxe en termes de capital-marque et d'expérience client. Le développement des stratégies omni-canal par les entreprises du luxe les conduisent à réfléchir encore plus qu'avant à la construction de leur identité de marque et à proposer à leurs clients de nouvelles expériences de consommation. L'apparition de la phygitalisation du commerce qui associe des éléments physiques et digitaux transforme cette expérience. Un cadre conceptuel présentant les liens entre ces trois variables est proposé à l'issue de cette revue de littérature. Abstract : This communication's objective is to write a review of literature in order to better understand the digital's influence on luxury brands for the brand equity and the customer's experience. The increase of omni channels strategies by luxury firms leads them to deepen their brand equity and to propose new shopping experiences for their customers. The development of the phygital retail which associates physical and digital elements transforms the experience within the store. This communication will present a theoretical framework with the links between the different variables.

Suggested Citation

  • Rémi Evrard & Laure Lavorata, 2018. "Digital et luxe : quels impacts sur l'expérience client et le capital-marque? Une revue de littérature," Post-Print hal-02737839, HAL.
    • Handle: RePEc:hal:journl:hal-02737839
    Note: View the original document on HAL open archive server: https://hal.science/hal-02737839
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    References listed on IDEAS

    as
    1. Karine Cissé-Depardon & Soraya Zouari, 2016. "Les marques de luxe à la conquête des blogs personnels de mode : équilibre des relations entre lectrice, blogueuse et marque de luxe," Post-Print hal-02309266, HAL.
    2. Blandine Anteblian & Marc Filser & Claire Roederer, 2013. "L’expérience du consommateur dans le commerce de détail. Une revue de littérature," Post-Print halshs-01288236, HAL.
    3. Kapferer, Jean-Noël & Valette-Florence, Pierre, 2018. "The impact of brand penetration and awareness on luxury brand desirability:," Journal of Business Research, Elsevier, vol. 83(C), pages 38-50.
    4. Karine Picot-Coupey & Elodie Huré & Lauren Piveteau, 2016. "Channel design to enrich customers’ shopping experiences: synchronizing clicks with bricks in an omni-channel perspective - the Direct Optic case," Post-Print halshs-01290473, HAL.
    5. Sandrine Heitz-Spahn & Marc Filser, 2014. "La place de l’enseigne dans les trajectoires d’achat des clients en contexte multi-canaux," Post-Print halshs-01288021, HAL.
    6. Bruno Daucé & Alain Goudey, 2017. "Le magasin du futur : le phygital au service du smart shop," Post-Print hal-01660987, HAL.
    7. Claire Roederer & Marc Filser, 2015. "Le marketing expérientiel : vers un marketing de la cocréation," Post-Print hal-01444972, HAL.
    8. Régine Vanheems, 2015. "Réussir sa stratégie cross et omni-canal Pour des marques et des entreprises connectées," Post-Print hal-01877995, HAL.
    9. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
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    11. Bertrand Belvaux & Jean-François Notebaert, 2015. "Crosscanal et omnicanal: la digitalisation de la relation client," Post-Print hal-01444973, HAL.
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