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La figure de l'entrepreneur fondateur dans le récit de marque et la construction de la personnalité de la marque de luxe

Author

Listed:
  • Eugénie Briot

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

  • 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

Centrée sur l'analyse des récits que font de leur histoire, sur leur site Internet, les marques du Comité Colbert (comité regroupant soixante-quinze marques de luxe françaises de rayonnement international), et articulée autour de la figure de l'entrepreneur fondateur de la marque, notre recherche recense les structures privilégiées par les marques de luxe dans la narration de leur fondation. Elle souligne également l'intérêt du recours au schéma actanciel de Greimas dans l'élaboration de récits de marque, avec pour enjeu la construction de la personnalité de la marque, la figure particulière de l'entrepreneur fondateur permettant la mise en scène de traits de personnalité humains susceptibles d'être directement attribués à la marque par métonymie.

Suggested Citation

  • Eugénie Briot & Christel de Lassus, 2013. "La figure de l'entrepreneur fondateur dans le récit de marque et la construction de la personnalité de la marque de luxe," Post-Print hal-01128230, HAL.
    • Handle: RePEc:hal:journl:hal-01128230
    DOI: 10.7202/1018266ar
    Note: View the original document on HAL open archive server: https://hal.science/hal-01128230
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    References listed on IDEAS

    as
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