Skip to Main content Skip to Navigation
Journal articles

L’apport de l’analyse sémiotique à l’évaluation du potentiel d’extension de marque produit-service : le cas de l’hôtellerie de luxe

Abstract : Although more and more luxury goods brands are expanding in the services sector, very little research has yet focused on these strategies of development. Given the risks associated, the aims of this article are (1) to define the specificities of product-service extensions and (2) to analyze the internal legitimacy of luxury brands to be launched in the services through the analysis of the BEP (Brand Extension Potential). The BEP defines where and how far a brand can be extended according to their emitted discourses and more specifically according to the openness of their brand contracts (delimitation, determination, mastery). A semiotic analysis has been conducted on four luxury goods brands (Armani, Baccarat, Bulgari, Cheval Blanc) that have expanded in hospitality. It is revealed that the BEP to services depends on the openness of the delimitation and mastery contracts. The results are confronted with the current situations of the brands studied as well as the opinions of luxury consumers. Managerial implications are deduced.
Document type :
Journal articles
Complete list of metadatas

Cited literature [32 references]  Display  Hide  Download

https://hal-univ-paris10.archives-ouvertes.fr/hal-02293216
Contributor : Administrateur Hal Nanterre <>
Submitted on : Friday, September 20, 2019 - 4:52:50 PM
Last modification on : Tuesday, November 17, 2020 - 4:52:46 PM
Long-term archiving on: : Sunday, February 9, 2020 - 4:26:40 AM

File

dma170098R3 (F).pdf
Files produced by the author(s)

Identifiers

Citation

Nathalie Veg-Sala. L’apport de l’analyse sémiotique à l’évaluation du potentiel d’extension de marque produit-service : le cas de l’hôtellerie de luxe. Décisions Marketing, Association Française du Marketing, 2019, 94, pp.89-109. ⟨10.7193/DM.094.89.109⟩. ⟨hal-02293216⟩

Share

Metrics

Record views

225

Files downloads

31