Zobrazeno 1 - 10
of 17
pro vyhledávání: '"Isabelle Aimé"'
Publikováno v:
Journal of Business Research. 145:814-827
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::600e00609b54425d111f1ff8295b9d32
https://doi.org/10.1016/j.jbusres.2022.03.047
https://doi.org/10.1016/j.jbusres.2022.03.047
Autor:
Mohamed Akli Achabou, Isabelle Aimé
Publikováno v:
Journal of Strategic Marketing. 30:335-339
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::a849e8c1b567c0339506cf1c329539c9
https://doi.org/10.1080/0965254x.2022.2065072
https://doi.org/10.1080/0965254x.2022.2065072
Autor:
Isabelle Aimé
Publikováno v:
Journal of Strategic Marketing. :1-20
Branding literature has long recognized storytelling as a powerful tool to provide meaning to the brand, and to build relationship between customers and brands. In the literature, there has been a ...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::01590bb42362d1e4bc9c8375dfa34978
https://doi.org/10.1080/0965254x.2021.1908404
https://doi.org/10.1080/0965254x.2021.1908404
Publikováno v:
Management & Avenir
Management & Avenir, 2021
Management & Avenir, INSEEC/Management Prospective Ed. 2021, 2 (122), pp.89-113. ⟨10.3917/mav.122.0089⟩
Management & Avenir, 2021
Management & Avenir, INSEEC/Management Prospective Ed. 2021, 2 (122), pp.89-113. ⟨10.3917/mav.122.0089⟩
National audience; This research studies the digital transformation of marketingthrough a critical discourse analysis of consultants. Theexploratory study among external and internal consultantsshows that digital transformation of marketing can becon
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e63e697ff5ca8711e803d1bb4c6c1ec5
https://hal.archives-ouvertes.fr/hal-03422372
https://hal.archives-ouvertes.fr/hal-03422372
Publikováno v:
Journal of Business Research
Journal of Business Research, Elsevier, 2020, 120, pp.157-174. ⟨10.1016/j.jbusres.2020.07.027⟩
Journal of Business Research, Elsevier, 2020, 120, pp.157-174. ⟨10.1016/j.jbusres.2020.07.027⟩
International audience; This research builds on similarity theory in order to understand the key success factors of brand naming strategies for the cross-gender extension of female patronymic brands targeting men. Study 1 demonstrates that the most c
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::3ab7cc47a30042dfc4560225cb3fae99
Publikováno v:
Journal of Historical Research in Marketing
Journal of Historical Research in Marketing, EmeraldInsight, 2018, 10 (4), pp.420-450. ⟨10.1108/JHRM-06-2017-0026⟩
Journal of Historical Research in Marketing, EmeraldInsight, 2018, 10 (4), pp.420-450. ⟨10.1108/JHRM-06-2017-0026⟩
PurposeThe purpose of this study is to perform a historical analysis of the brand management system (BMS) to understand why and how, over the past century, the BMS has become the dominant marketing organizational model across Western countries and se
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e1d8de9b6d73aa27ab8b38dbb3a308a8
https://doi.org/10.1108/jhrm-06-2017-0026
https://doi.org/10.1108/jhrm-06-2017-0026
Publikováno v:
European Journal of Marketing
European Journal of Marketing, Emerald, 2018, 52 (7/8), pp.1598-1624. ⟨10.1108/EJM-04-2017-0278⟩
European Journal of Marketing, Emerald, 2018, 52 (7/8), pp.1598-1624. ⟨10.1108/EJM-04-2017-0278⟩
Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::3d7eff59b71631ef0a0a461f3be25b59
https://doi.org/10.1108/ejm-04-2017-0278
https://doi.org/10.1108/ejm-04-2017-0278
Publikováno v:
Marketing at the Confluence between Entertainment and Analytics ISBN: 9783319473307
Since the 1930s, the brand manager system (BMS) has become a marketing organization standard. Yet, its relevance is questioned with the digital revolution. We build on Low and Fullerton (Journal of Marketing Research (JMR) 31(2):173–190, 1994) to m
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e96cf0229b73e0a8b50645585a2d446b
https://doi.org/10.1007/978-3-319-47331-4_147
https://doi.org/10.1007/978-3-319-47331-4_147
Autor:
Chantal Lai, Isabelle AIME
La marque est devenue un sujet incontournable pour les professionnels du marketing. Elle est en effet au cœur des réflexions stratégiques : quelles marques lancer ou garder? Sur quelles marques investir? Ou comment organiser les différentes marq
Autor:
Isabelle Aimé, Eric Delattre
Publikováno v:
Revue management & avenir
Revue management & avenir, 2010, n° 35 (5), pp.51-70. ⟨10.3917/mav.035.0051⟩
Revue management & avenir, 2010, n° 35 (5), pp.51-70. ⟨10.3917/mav.035.0051⟩
International audience; Naming rights or title sponsorship is defined as the privilege of giving the name of a sponsor to an event, a building or a place totally independent of this sponsor, in order to reach marketing promotional objectives. The aim
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::e00235e04bbe2cb3f9a726305cd293fc
https://doi.org/10.3917/mav.035.0051
https://doi.org/10.3917/mav.035.0051