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Defending a brand's luxury positioning thanks to its brand champion: the key role of the art director on instagram
[Défendre le positionnement luxe d'une marque grâce à son champion de marque: le rôle clé du directeur artistique sur Instagram]

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)

  • Maria Mercanti-Guérin

    (IAE Paris - Sorbonne Business School)

Abstract

Instagram has become the preferred network for the luxury sector. Emerging brands have showcased the voice of their art director (AD) to increase their community's commitment to their content. However, some of them develop own strategies that blur the expression of their positioning of the luxury brand. Using an innovative analysis based on artificial intelligence and content analysis, we establish a typology of the collaboration between art directors and brands. The results highlight the difficulty for brands to fully benefit from the potential influ-ence of their ADs, who are sometimes attached to developing their own brand capital. The article provides a typology of the influence strategies of brands and their "Brand Champions" and allow us to make useful recommendations for other sectors as well.

Suggested Citation

  • Christel de Lassus & Maria Mercanti-Guérin, 2019. "Defending a brand's luxury positioning thanks to its brand champion: the key role of the art director on instagram [Défendre le positionnement luxe d'une marque grâce à son champion de marque: le r," Post-Print hal-02317551, HAL.
    • Handle: RePEc:hal:journl:hal-02317551
    Note: View the original document on HAL open archive server: https://hal.science/hal-02317551
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    Keywords

    Brand Champion; Instagram; Luxury; Champion de marque; Luxe;
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