Marques et sobriété : les représentations polysémiques de la sobriété des marques en école de commerce (notice n° 1647627)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 03692cam a2200301 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260208003321.0 |
| 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 | Vaal, Anne |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Marques et sobriété : les représentations polysémiques de la sobriété des marques en école de commerce |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2025.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 38 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Objectifs Dans un contexte de crise socio-environnementale, la sobriété pose de sérieux défis au management de la marque. Cette recherche vise à mieux comprendre le sens et les significations associées à la sobriété et ses incidences sur les manières de se représenter la sobriété des marques. • Méthodologie Cette recherche s’appuie sur une méthodologie qualitative mobilisant les techniques projectives – en particulier la technique du collage – et des entretiens de groupe réalisés auprès d’un échantillon de 48 étudiants en école de commerce âgés de 19 à 27 ans. • Résultats La marque perçue comme sobre incarne (i) le discret (par opposition à l’ostentatoire), (ii) le mesuré (par opposition au démesuré), (iii) la suffisance (par opposition à l’abondance) et (iv) le brut (par opposition au transformé). • Implications managériales Les enjeux de sobriété impliquent de repenser l’enseignement du marketing dans un monde postcroissance. De plus, les marques perçues comme sobres ne traduisent pas nécessairement une authentique stratégie de démarketing visant à agir comme un catalyseur de la sobriété. • Originalité Cette recherche enrichit la littérature sur la sobriété et permet de mieux comprendre comment une marque est perçue comme sobre vs non sobre. De plus, notre recherche contribue à la littérature sur l’enseignement de la durabilité en école de commerce. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | • Research objectives In a context of socio-environmental crisis, sufficiency poses serious challenges for brand management. This research aims to gain a better understanding of the meaning and significance associated with sufficiency and its impact on the representations of brand sufficiency. • Methodology This research is based on a qualitative methodology using projective techniques – in particular the mood board technique – and group interviews with a sample of 48 business school students aged between 19 and 27. • Results The brand perceived as sufficient embodies (i) the discreet (as opposed to the ostentatious), (ii) the measured (as opposed to the disproportionate), (iii) the enoughness (as opposed to abundance) and (iv) the raw (as opposed to the processed). • Managerial implications The challenges of sufficiency mean that we need to rethink the teaching of marketing in a post-growth world. Furthermore, brands perceived as sufficient are not necessarily the reflection of an authentic demarketing which aims to act as a catalyst for sufficiency. • Originality This research enriches the literature on sufficiency and provides a better understanding of how a brand is perceived as sufficient vs. non-sufficient. In addition, our research contributes to the literature on teaching sustainability in business schools. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | collages |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | école de commerce |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | sobriété |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brands |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | business schools |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | moodboards |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | sufficiency |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Leroy, Christela |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 120 | 4 | 2025-11-21 | p. 107-128 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2025-4-page-107?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2025-4-page-107?lang=fr&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux