Details about isabelle Aimé

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Last updated 2026-09-15. Update your information in the RePEc Author Service.

Short-id: pai44

Working Papers

2023

1. A phytosociological perspective on digital transformation: A case of the marketing organization of a legacy firm
   Post-Print, HAL
2. Theorizing digital transformation: a phytosociological approach
   Post-Print, HAL

2022

3. The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆
   Post-Print, HAL View citations (3)
   See also Journal Article The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆, Journal of Business Research, Elsevier (2022) View citations (5) (2022)

2021

4. La transformation digitale du marketing comme mode managériale: une démystification du discours des consultants
   Post-Print, HAL
5. The reconfiguration of marketing organization in the age of digital transformation: a paradox perspective
   Post-Print, HAL
   See also Journal Article The Reconfiguration of Marketing Organization in the Age of Digital Transformation: A Paradox Perspective, management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG (2021) (2021)

2020

6. Digital transformation of marketing: fashion or organizational revolution?
   Post-Print, HAL
7. Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands
   Post-Print, HAL View citations (5)
   See also Journal Article Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands, Journal of Business Research, Elsevier (2020) View citations (5) (2020)

2019

8. Digital Metamorphosis of the Organizations: Myth or Reality?
   Post-Print, HAL
9. Does digital transformation mean the end of marketing?
   Post-Print, HAL
10. Le rôle central des experts dans la transformation digitale du marketing
    Post-Print, HAL

2018

11. Brand gender-bending: The impact of an endorsed brand strategy on consumers’ evaluation of gendered mixed-target brands
    Post-Print, HAL View citations (2)
12. Challenges and Mutations of the Brand Management System
    Post-Print, HAL
13. Lessons from nearly a century of the brand management system
    Post-Print, HAL View citations (1)

2017

14. A history of the brand management system
    Post-Print, HAL

2016

15. Is the brand manager system doomed to disappear in the age of data?
    Post-Print, HAL
16. The brand manager system twenty years after Low and Fullerton’s critical-historical evaluation
    Post-Print, HAL
17. The brand manager’s challenges in the digital era
    Post-Print, HAL

2010

18. Le « naming »: une forme de parrainage originale
    Post-Print, HAL

2008

19. Le changement de nom de marque: clarification du concept et proposition d'une typologie
    Post-Print, HAL
20. Le changement de nom de marque: définition, clarification et proposition d’une typologie
    Post-Print, HAL

Journal Articles

2022

1. The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆
   Journal of Business Research, 2022, 145, (C), 814-827 View citations (5)
   See also Working Paper The brand, the persona and the algorithm: How datafication is reconfiguring marketing work☆, Post-Print (2022) View citations (3) (2022)

2021

2. The Reconfiguration of Marketing Organization in the Age of Digital Transformation: A Paradox Perspective
   management revue - Socio-Economic Studies, 2021, 32, (2), 108-127
   See also Working Paper The reconfiguration of marketing organization in the age of digital transformation: a paradox perspective, Post-Print (2021) (2021)

2020

3. Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands
   Journal of Business Research, 2020, 120, (C), 157-174 View citations (5)
   See also Working Paper Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands, Post-Print (2020) View citations (5) (2020)