Brands and sufficiency : Polysemic representations of brand sufficiency in business schools (notice n° 1664995)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02059cam a2200229 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260222002012.0 |
| 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 | Brands and sufficiency : Polysemic representations of brand sufficiency in business schools |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2026.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 22 |
| 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 w 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 | 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 | 2026-01-23 | p. 313-332 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2025-4-page-313?lang=en&redirect-ssocas=7080">https://shs.cairn.info/journal-decisions-marketing-2025-4-page-313?lang=en&redirect-ssocas=7080</a> |
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