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Où placer l'étiquette de marque du film ? Une nouvelle approche à travers le réalisateur

  • Camille Pluntz

    ()

    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine)

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    Cette communication a pour objectif d'établir une nouvelle conceptualisation de l'étiquette de marque du film, à travers le réalisateur. Nous voyons, dans un premier temps, quelles conceptualisations de l'étiquette de marque du film sont couramment utilisées dans les recherches en marketing. Puis, dans un deuxième temps, en rapprochant la théorie de la valeur culturelle de Smith (1983) et Frow (1995) avec la définition de la marque par la valeur de Kapferer (2007), il s'agit de montrer comment le réalisateur peut être envisagé comme marque de ses propres films. En conclusion, nous proposons un cadre de recherche marketing dans lequel cette nouvelle étiquette de marque du film peut être utilisée.

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/69/35/78/PDF/CPluntz_Colloque_StratA_gie_Marque_Audiovisuel.pdf
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    Paper provided by HAL in its series Post-Print with number halshs-00693578.

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    Date of creation: 05 Apr 2012
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    Publication status: Published - Presented, La stratégie de marque dans le secteur audiovisuel, 2012, Toulouse, France
    Handle: RePEc:hal:journl:halshs-00693578
    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00693578
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    1. Basuroy, Suman & Chatterjee, Subimal, 2008. "Fast and frequent: Investigating box office revenues of motion picture sequels," Journal of Business Research, Elsevier, vol. 61(7), pages 798-803, July.
    2. Sanjay Sood & Xavier Drze, 2006. "Brand Extensions of Experiential Goods: Movie Sequel Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 33(3), pages 352-360, October.
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