The ship of Theseus: How do practitioners navigate between brand longevity and brand modernity? (notice n° 1559092)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01649cam a2200229 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20251026003153.0 |
| 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 | Hemonnet-Goujot, Aurélie |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | The ship of Theseus: How do practitioners navigate between brand longevity and brand modernity? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 3 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Research objectives This research aims to understand how marketing and design professionals visually reconcile representations of longevity and modernity when undertaking a packaging redesign. • Methodology The three-phase study adopts a mixed-methods approach, combining interviews, a questionnaire, and a content analysis of redesign cases. • Results The findings provide a detailed account of designers’ work and illustrate how marketers evaluate and interpret this design work. • Conceptual and managerial implications These results enhance understanding of brand identity management over time and offer managerial recommendations based on concrete visual actions. • Originality This research draws on the theoretical framework of “marketing-as-practice” to examine how marketers and designers practically balance perceptions of longevity and modernity during packaging redesign. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Brand Longevity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Brand Modernity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Design |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Marketing As Practice |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Packaging Redesign |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Pecot, Fabien |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 118 | 2 | 2025-07-14 | p. 149-171 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2025-2-page-13?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2025-2-page-13?lang=en&redirect-ssocas=7080</a> |
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