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Le rôle des ambassadeurs des marques de luxe : méritocratie, aristocratie et légitimité. Le cas de la Haute Horlogerie

Author

Listed:
  • Deborah Philippe

    (HEC Lausanne - Faculté des Hautes Etudes Commerciales (HEC Lausanne))

  • Alain Debenedetti

    (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

Les ambassadeurs de marques, le plus souvent des stars de cinéma ou des sportifs de haut de niveau, n'ont cessé d'être utilisés dans la communication du secteur du luxe, car ils contribuent à l'attractivité, à la notoriété et à la différenciation de la marque. Cependant, si les célébrités dominent, d'autres formes d'ambassadeurs contribuent à soutenir différemment les marques de luxe. Nous montrons, au travers d'une analyse de la communication magazine dans le secteur de la haute horlogerie, comment les marques mettent en place des stratégies visant à gérer la manière dont elles sont socialement perçues à l'aide d'ambassadeurs. Pour y parvenir, nous mobilisons les concepts de légitimité, réputation et statut, pour examiner comment le discours de ces marques de luxe est construit

Suggested Citation

  • Deborah Philippe & Alain Debenedetti, 2014. "Le rôle des ambassadeurs des marques de luxe : méritocratie, aristocratie et légitimité. Le cas de la Haute Horlogerie," Post-Print hal-01214671, HAL.
    • Handle: RePEc:hal:journl:hal-01214671
    as

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