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Construction de la marque personnelle à l’ère du digital

Author

Listed:
  • Mariem El Euch Maalej
  • Marielle Salvador
  • Jean-Louis Chandon
  • Karine Raïes

    (EM - EMLyon Business School)

Abstract

Cette recherche explore les stratégies de communication et en particulier celles du co-branding observées dans les publications des chefs étoilés sur Instagram et met en lumière le rôle de ces stratégies dans le développement d'une marque personnelle. Sur la base de l'analyse de contenu de photos et libellés les plus/moins appréciés publiés sur le compte Instagram de 17 chefs étoilés, les résultats d'une analyse thématique mettent en évidence un mélange de trois stratégies permettant le développement de la marque personnelle du chef., This article explores the communication strategies and those of co-branding observed in the publications of starred chefs on Instagram and highlights the role of these strategies in the development of a personal brand. Based on the content analysis of 85 most liked photos and their description posted on the Instagram accounts of 17 starred chefs, the results of a thematic analysis themes highlight a mix of three strategies allowing the development of the chef's personal brand.

Suggested Citation

  • Mariem El Euch Maalej & Marielle Salvador & Jean-Louis Chandon & Karine Raïes, 2022. "Construction de la marque personnelle à l’ère du digital," Post-Print hal-05721203, HAL.
    • Handle: RePEc:hal:journl:hal-05721203
    as

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