Vers un nouveau concept de marque : l'alter-marque (notice n° 120400)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01959cam a2200289 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112013537.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Aubrun, Frédéric |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Vers un nouveau concept de marque : l'alter-marque |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2014.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 11 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | La marque est un concept complexe et mouvant. Dans un contexte de crises, nous sommes en droit de nous interroger sur l’avenir de la marque : vat-elle évoluer vers un modèle alternatif correspondant davantage aux mutations sociétales en cours ? Notre réflexion s’inscrit dans le champ des Sciences de l’Information et de la Communication en étudiant l’évolution du concept de marque d’un point de vue socio-sémiotique. En considérant la marque comme un système à part entière, l’ alter-marque constituerait le méta-système approprié à la crise. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Towards a new concept of ‘brand’: the alter-brandThe term ‘brand’ reflects a complex and unstable concept. In a context of crises, we are entitled to wonder about the future of the brand : is it going to evolve towards an alternative model more in line with the current societal changes ? Our reflection falls within the field of Information and Communication Sciences by studying the evolution of the concept of brand from a socio-semiotics point of view. When considering the brand as a system in its own right, the alter-brand would constitute the appropriate meta-system to the crisis. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | peak brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand equity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | socio-sémiotique |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | crise |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | alter-marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | alter-brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | peak brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand equity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | crisis |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | socio-semiotics |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Communication & management | 10 | 2 | 2014-02-12 | p. 10-21 | 2269-7195 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-communication-et-management-2013-2-page-10?lang=fr">https://shs.cairn.info/revue-communication-et-management-2013-2-page-10?lang=fr</a> |
Pas d'exemplaire disponible.
Réseaux sociaux