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Le luxe : une consommation culturelle et artistique ? Quand l’art enrichit la valeur diégétique des marques de luxe

Author

Listed:
  • 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)

  • Virginie Silhouette-Dercourt

    (CEPN - Centre d'Economie de l'Université Paris Nord - UP13 - Université Paris 13 - USPC - Université Sorbonne Paris Cité - CNRS - Centre National de la Recherche Scientifique)

Abstract

La recherche en luxe s'intéresse à la communication, à la publicité, ou à la distribution, mais pas encore à un phénomène en fort développement : les liens croissants entre l'art et les marques de luxe. Pour comprendre les motivations de cet engouement de la part des marques, nous avons opté pour une méthode qualitative auprès de clients de marques de luxe et de managers. À partir d'une analyse sémiotique, nous montrons que l'alliance entre art et marque de luxe peut construire la valeur diégétique de la marque et soulignons aussi ses implications en terme de valeur symbolique de marque. Notre discussion contribue à comprendre le rôle et la nature des relations entre art et marque.

Suggested Citation

  • Christel de Lassus & Virginie Silhouette-Dercourt, 2015. "Le luxe : une consommation culturelle et artistique ? Quand l’art enrichit la valeur diégétique des marques de luxe," Post-Print hal-01259953, HAL.
    • Handle: RePEc:hal:journl:hal-01259953
    as

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