IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01525471.html
   My bibliography  Save this paper

The use of longitudinal case studies and semiotics for analysing brand development as process of assimilation or accommodation

Author

Listed:
  • Nathalie Veg-Sala

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre, UPN - Université Paris Nanterre)

Abstract

Purpose: Starting from the premise that brands must be managed in a consistent way over time, but also need to be expanded, the purpose of this paper is to define and understand the different models of brand development, according to the evolution of a brand's identity and the introduction of brand extensions. The second aim of this article is to introduce a specific methodology for studying the development of brands with a long-term approach. Design/methodology/approach: The concepts of assimilation and accommodation as defined by Piaget (1983) provide an in-depth understanding of how and why brands evolve. This article is based on a multiple case study. Four luxury brands were studied longitudinally. Brand chronologies were drawn and images of brand communications and brand extensions were gathered. Structural semiotic analysis was then used to highlight the different processes of brand development. In addition, qualitative interviews with two experts were conducted. Findings: Hermès and Louis Vuitton develop their brands according to the assimilation model. Gucci and Dolce & Gabbana follow the accommodation model. There is a link between the brand's identity type (symbolic / functional) and the model used for brand development. A detailed analysis of each model is presented highlighting the main features. Research limitations/implications: To reinforce the distinction between the two models of brand development, it would be interesting to look at other brands. The choice of these brands depends on their country of origin and their age. Originality/value: The main contributions of this paper are the dynamic and longitudinal analysis of brand development and the introduction of the assimilation and accommodation concepts. The use of semiotics constitutes another original feature of this research.

Suggested Citation

  • Nathalie Veg-Sala, 2014. "The use of longitudinal case studies and semiotics for analysing brand development as process of assimilation or accommodation," Post-Print hal-01525471, HAL.
    • Handle: RePEc:hal:journl:hal-01525471
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01525471
    as

    Download full text from publisher

    File URL: https://hal.parisnanterre.fr/hal-01525471/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mick, David Glen, 1986. "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 196-213, September.
    2. Torben Pedersen & Steen Thomsen, 1997. "European Patterns of Corporate Ownership: A Twelve-Country Study," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 28(4), pages 759-778, December.
    3. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    4. Nathalie Veg-Sala & Simon Nyeck, 2010. "Comprendre l'évolution du territoire produit "effectif" des marques en fonction de leur histoire: étude de cas le secteur du luxe," Post-Print hal-01533752, HAL.
    5. Geert Hofstede, 2004. "Business Goals and Corporate Governance," Asia Pacific Business Review, Taylor & Francis Journals, vol. 10(3-4), pages 292-301, March.
    6. Géraldine Michel & Tim Ambler, 1999. "Establishing brand essence across borders," Post-Print hal-02051150, HAL.
    7. Stern, Barbara B, 1995. "Consumer Myths: Frye's Taxonomy and the Structural Analysis of Consumption Text," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 165-185, September.
    8. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    9. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
    10. Belk, Russell W & Ger, Guliz & Askegaard, Soren, 2003. "The Fire of Desire: A Multisited Inquiry into Consumer Passion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(3), pages 326-351, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.
    2. Nathalie Veg-Sala & Elyette Roux, 2017. "Cross-gender extension potential of luxury brands: a semiotic analysis," Post-Print hal-01735487, HAL.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nathalie Veg-Sala & Elyette Roux, 2014. "A semiotic analysis of the extendibility of luxury brands," Post-Print hal-01525472, HAL.
    2. Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.
    3. Angy Geerts & Nathalie Veg-Sala, 2011. "Evidence On Internet Communication Management Strategies For Luxury Brands," Post-Print hal-01532821, HAL.
    4. Catherine Janssen & Joëlle Vanhamme & Adam Lindgreen & Cécile Lefebvre, 2014. "The Catch-22 of Responsible Luxury: Effects of Luxury Product Characteristics on Consumers’ Perception of Fit with Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 119(1), pages 45-57, January.
    5. repec:dau:papers:123456789/2386 is not listed on IDEAS
    6. Pilar Rojas Gaviria, 2012. "Three essays on how sharing and consuming support home place reconnection in contemporary liquid times," ULB Institutional Repository 2013/209597, ULB -- Universite Libre de Bruxelles.
    7. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    8. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    9. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    10. Martínez, Eva & Montaner, Teresa & Pina, José M., 2009. "Brand extension feedback: The role of advertising," Journal of Business Research, Elsevier, vol. 62(3), pages 305-313, March.
    11. Holttinen, Heli, 2014. "Contextualizing value propositions: Examining how consumers experience value propositions in their practices," Australasian marketing journal, Elsevier, vol. 22(2), pages 103-110.
    12. Stefano Pace, 2013. "Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self," Journal of Business Ethics, Springer, vol. 112(1), pages 25-46, January.
    13. Bernd Schmitt & J Joško Brakus & Alessandro Biraglia, 2022. "Consumption Ideology [Ideology and Terror: A Novel Form of Government]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 74-95.
    14. Sarah C. Grace, 2021. "The intermingling of meanings in marketing: semiology and phenomenology in consumer culture theory," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 70-80, June.
    15. Brijs, Kris & Bloemer, Josée & Kasper, Hans, 2011. "Country-image discourse model: Unraveling meaning, structure, and function of country images," Journal of Business Research, Elsevier, vol. 64(12), pages 1259-1269.
    16. Hollebeek, Linda D. & Belk, Russell, 2021. "Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 387-401.
    17. Hélène Cherrier, 2016. "Material Presence and the Detox Delusion: Insights from Social Nudism," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 100-123, March.
    18. Nathalie Veg-Sala & Elyette Roux, 2017. "Cross-gender extension potential of luxury brands: a semiotic analysis," Post-Print hal-01735487, HAL.
    19. Boyaval, Marine & Herbert, Maud, 2018. "One for all and all for one? The bliss and torment in communal entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 412-422.
    20. Dobscha, Susan & Foxman, Ellen, 2012. "Mythic Agency and Retail Conquest," Journal of Retailing, Elsevier, vol. 88(2), pages 291-307.
    21. Walther, Luciana & Schouten, John W., 2016. "Next stop, Pleasure Town: Identity transformation and women's erotic consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 273-283.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01525471. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.