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Les mondes de marques : l'exemple du monde Apple

Author

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  • Lionel Sitz

    (EM - EMLyon Business School)

Abstract

Ce travail introduit la notion de monde de marque. La spécificité du monde de marque est d'englober de nombreux acteurs réunis par un intérêt et un attachement communs à la marque. Ce travail part d'une ethnographie multi-sites du monde Apple. Il s'appuie sur une analyse enracinée dans les contextes d'étude. Nous présentons les principaux résultats puis montrons que les notions existantes pour décrire les collectifs de consommateurs liés à une marque ne permettent pas d'appréhender la complexité de la réalité socioculturelle observée. Ensuite nous ex- posons l'intérêt du monde de marque pour comprendre les configurations socioculturelles formées autour des marques. Enfin les enjeux managériaux des mondes de marque sont envisagés et des recommandations sont proposées.

Suggested Citation

  • Lionel Sitz, 2008. "Les mondes de marques : l'exemple du monde Apple," Post-Print halshs-02913941, HAL.
    • Handle: RePEc:hal:journl:halshs-02913941
    DOI: 10.7193/DM.052.19.30
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    Cited by:

    1. Abbes, Intissar & Hallem, Yousra & Taga, Nadia, 2020. "Second-hand shopping and brand loyalty: The role of online collaborative redistribution platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

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