000			02059cam a2200229 4500500
005			20260222002012.0
041			_afre
042			_adc
100	1	0	_aVaal, Anne _eauthor
700	1	0	_aLeroy, Christela _eauthor
245	0	0	_aBrands and sufficiency : Polysemic representations of brand sufficiency in business schools
260			_c2026.
500			_a22
520			_a• 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			_abrands
690			_abusiness schools
690			_amarketing
690			_amoodboards
690			_asufficiency
786	0		_nDécisions Marketing | 120 | 4 | 2026-01-23 | p. 313-332 | 0779-7389
856	4	1	_uhttps://shs.cairn.info/journal-decisions-marketing-2025-4-page-313?lang=en&redirect-ssocas=7080
999			_c1664995 _d1664995