Modèle de l’e-brand equity pour une stratégie numérique dans les organisations

Lucile Salesses and Marie Ouvrard-Servanton ()
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Lucile Salesses: LPS - Laboratoire de Psychologie Sociale - AMU - Aix Marseille Université
Marie Ouvrard-Servanton: ADEF - Apprentissage, Didactique, Evaluation, Formation - AMU - Aix Marseille Université

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Abstract: Regarding digital evolution, the aim of this article is to propose a model for e-brand equity that allows constructing, managing and measuring the e-identity, e-influence, e-reputation and e-brand factors in all kind of organizations. This research follows a first work that has consisted in settling the theory concepts when adding the e- to the basic notions of identity, brand, influence and reputation. We wonder now if organizations necessarily need a model for managing the digital dimension in order to gain the desired e-brand equity. We have sought to provide strategic factors to organizations in order to allow them to manage new communication and diffusion formats: blogs, Facebook, Youtube, Pinterest, Instagram, Tumblr, Twitter, Google+, Snapchat. Eventually, in our test regarding four fashion brands, we have observed the management of these factors that significantly participate in elaborating e-brand equity.

Keywords: e-capital de marque (e-brand equity); stratégie numérique; e-image de marque; e-réputation; e-influence (search for similar items in EconPapers)
Date: 2016-10-06
New Economics Papers: this item is included in nep-pay
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01444258v1
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Published in Stratégies numériques et développement des organisations, Oct 2016, Nimes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01444258

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