'Make an Effort and Show Me the Love!' Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality

Autor: Nico Heuvinck, Gwarlann de Kerviler, Elodie Gentina

Publikováno v: Journal of Business Ethics
Journal of Business Ethics, 2021, ⟨10.1007/s10551-021-04779-3⟩
Journal of Business Ethics, Springer Verlag, 2021, ⟨10.1007/s10551-021-04779-3⟩

International audience; This article uncovers an important yet overlooked antecedent of brand ethicality that lies beyond the predominant focus on environmental and social actions in the literature: perceived brand authenticity. Perceived authenticit

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::96eb5bd060905b0235ba00b140a24509
https://hal.science/hal-03267440

Luxury brand experiences and relationship quality for Millennials: The role of self-expansion

Autor: Carlos Rodríguez, Gwarlann de Kerviler

Publikováno v: Journal of Business Research
Journal of Business Research, Elsevier, 2019, 102, pp.250-262. ⟨10.1016/j.jbusres.2019.01.046⟩
Journal of Business Research, 2019, 102, pp.250-262. ⟨10.1016/j.jbusres.2019.01.046⟩

International audience; Luxury brands, with their capacity to provide multi-dimensional experiences, serve as resources to enrich consumers' sense of self, a process known as self-expansion, which is a strong motivational factor for developing a rela

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::7ec4daf88a5c1f91705779f32815ad86
https://hal.archives-ouvertes.fr/hal-02114441

Building Relationships through Stimulating Brand Experiences: The Role of Self-Expansion, Brand Identification, and Self-Esteem

Autor: Carlos Rodríguez, Gwarlann de Kerviler

Publikováno v: Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783030025670

Luxury brands have the capacity to provide novel and meaningful emotional experiences which enrich consumers’ sense of self. This process is known as self-expansion, a strong motivational factor for developing and nurturing a relationship. As such,

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::2abcb63c198065fe1c3a5338e29413d0
https://doi.org/10.1007/978-3-030-02568-7_50

Authenticity under threat: When social media influencers need to go beyond self-presentation

Autor: Alice Audrezet, Julie Guidry Moulard, Gwarlann de Kerviler

Publikováno v: Journal of Business Research
Journal of Business Research, Elsevier, 2018, ⟨10.1016/j.jbusres.2018.07.008⟩
Journal of Business Research, 2018, ⟨10.1016/j.jbusres.2018.07.008⟩

International audience; Social media influencers (SMIs) are increasingly being approached by brands to promote products, a practice commonly called influencer marketing. SMIs can take advantage of their influence to obtain personal rewards by enterin

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::1148efa59ccac57f6e85e32dae2c42ff
https://hal.archives-ouvertes.fr/hal-01914732

Special Session: Evolution of the Luxury Industry in a Digital World

Autor: Ralf Wagner, Alice Bertrand, Patsy Perry, Corine Cohen, Gwarlann de Kerviler

Publikováno v: Marketing at the Confluence between Entertainment and Analytics ISBN: 9783319473307

Luxury brands, who have built at least part of their value on traditions and heritage, cannot ignore the increasing expectations from younger generation on digitalization. How luxury marketing can develop an optimal strategy remains a key question fo

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::8097bbd93a3e54118c428cd5382bbf39
https://doi.org/10.1007/978-3-319-47331-4_9