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Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie

Abstract : The aim of this paper is to shed light on how luxury brands portray their values on their website and explore how the Internet can strengthen or dilute their narratives. The purpose is therefore to examine how to manage the consistency of brand narratives on the Internet, and this, in a comparative sector approach. A semiotic methodology with case studies is conducted. The results show that the Internet is not incompatible with luxury features and it constitutes a communication support able to reinforce luxury brand narratives. It depends on how it is used, and this irrespective of the types of products.
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https://hal-univ-paris10.archives-ouvertes.fr/hal-01532822
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Submitted on : Tuesday, June 6, 2017 - 11:49:06 AM
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  • HAL Id : hal-01532822, version 1

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Nathalie Veg-Sala, Angy Geerts. Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie . Revue Française du Marketing, Paris : A.D.T. d'exécution et de l'exploitation des études de marché, 2012, 233 (3/5), pp.5-26. ⟨hal-01532822⟩

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