Gestion de la cohérence des récits des marques de luxe sur Internet: étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie

Nathalie Veg-Sala () and Angy Geerts ()
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Nathalie Veg-Sala: UPN - Université Paris Nanterre, CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre
Angy Geerts: UMONS - Université de Mons / University of Mons

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Abstract: The aim of this paper is to shed light on how luxury brands portray their values on their website and explore how the Internet can strengthen or dilute their narratives. The purpose is therefore to examine how to manage the consistency of brand narratives on the Internet, and this, in a comparative sector approach. A semiotic methodology with case studies is conducted. The results show that the Internet is not incompatible with luxury features and it constitutes a communication support able to reinforce luxury brand narratives. It depends on how it is used, and this irrespective of the types of products.

Keywords: Marques de luxe; Internet; Cohérence; Récits de marque; Sémiotique (search for similar items in EconPapers)
Date: 2012
Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01532822
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Citations: View citations in EconPapers (1)

Published in Revue Française du Marketing, 2012, 233 (3/5), pp.5-26

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