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Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie

Author

Listed:
  • Nathalie Veg-Sala

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

  • Angy Geerts

    (UMONS - Université de Mons / University of Mons)

Abstract

The aim of this paper is to shed light on how luxury brands portray their values on their website and explore how the Internet can strengthen or dilute their narratives. The purpose is therefore to examine how to manage the consistency of brand narratives on the Internet, and this, in a comparative sector approach. A semiotic methodology with case studies is conducted. The results show that the Internet is not incompatible with luxury features and it constitutes a communication support able to reinforce luxury brand narratives. It depends on how it is used, and this irrespective of the types of products.

Suggested Citation

  • Nathalie Veg-Sala & Angy Geerts, 2012. "Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie," Post-Print hal-01532822, HAL.
    • Handle: RePEc:hal:journl:hal-01532822
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01532822
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    File URL: https://hal.parisnanterre.fr/hal-01532822/document
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    References listed on IDEAS

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    1. Nueno, Jose Luis & Quelch, John A., 1998. "The mass marketing of luxury," Business Horizons, Elsevier, vol. 41(6), pages 61-68.
    2. Benoît Heilbrunn & Patrick Hetzel, 2003. "La pensée bricoleuse ou le bonheur des signes : Ce que le marketing doit à Jean-Marie Floch..," Post-Print halshs-02919707, HAL.
    3. Jean-Noël Kapferer & Vincent Bastien, 2008. "Luxe oblige," Post-Print hal-00786816, HAL.
    4. Jean-Noël Kapferer, 1991. "Les marques, capital de l'entreprise," Post-Print hal-00788650, HAL.
    5. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
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    Cited by:

    1. Angy Geerts & Nathalie Veg-Sala, 2014. "Le luxe et Internet : évolutions d'un paradoxe," Post-Print hal-01525469, HAL.

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