The benefits of semiotic analysis to the evaluation of product-service Brand Extension Potential (BEP): The case of luxury hospitality (notice n° 155291)
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| fixed length control field | 01784cam a2200205 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112031352.0 |
| 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 | Veg-Sala, Nathalie |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | The benefits of semiotic analysis to the evaluation of product-service Brand Extension Potential (BEP): The case of luxury hospitality |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2019.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 93 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Although more and more luxury goods brands are expanding in the service sector, very little research has yet focused on these strategies of development. Given the risks associated to them, the aims of this article are (1) to define the specificities of product-service extensions, and (2) to analyze the internal legitimacy of luxury brands to be launched in the service sector through the analysis of the BEP (Brand Extension Potential). The BEP defines where and how far a brand can be extended according to its emitted discourses and more specifically according to the openness of its brand contracts (delimitation, determination, mastery). A semiotic analysis has been conducted on four luxury goods brands (Armani, Baccarat, Bulgari, Cheval Blanc) that have expanded toward the hospitality sector. It is revealed that the BEP to services depends on the openness of the delimitation and mastery contracts. The results are checked against the current situations of the brands studied as well as the opinions of luxury consumers. Managerial implications are outlined. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | authenticity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | commodification process |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | connoisseurship |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | gastronomic and Bacchic brotherhoods |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | o 94 | 2 | 2019-06-25 | p. 89-109 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2019-2-page-89?lang=en">https://shs.cairn.info/journal-decisions-marketing-2019-2-page-89?lang=en</a> |
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