| 000 | 01649cam a2200229 4500500 | ||
|---|---|---|---|
| 005 | 20251026003153.0 | ||
| 041 | _afre | ||
| 042 | _adc | ||
| 100 | 1 | 0 |
_aHemonnet-Goujot, Aurélie _eauthor |
| 700 | 1 | 0 |
_aPecot, Fabien _eauthor |
| 245 | 0 | 0 | _aThe ship of Theseus: How do practitioners navigate between brand longevity and brand modernity? |
| 260 | _c2025. | ||
| 500 | _a3 | ||
| 520 | _a• 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 | _aBrand Longevity | ||
| 690 | _aBrand Modernity | ||
| 690 | _aDesign | ||
| 690 | _aMarketing As Practice | ||
| 690 | _aPackaging Redesign | ||
| 786 | 0 | _nDécisions Marketing | 118 | 2 | 2025-07-14 | p. 149-171 | 0779-7389 | |
| 856 | 4 | 1 | _uhttps://shs.cairn.info/journal-decisions-marketing-2025-2-page-13?lang=en&redirect-ssocas=7080 |
| 999 |
_c1559092 _d1559092 |
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