Defending a brand's luxury positioning thanks to its brand champion: the key role of the art director on instagram

Défendre le positionnement luxe d'une marque grâce à son champion de marque: le rôle clé du directeur artistique sur Instagram

Christel de Lassus () and Maria Mercanti-Guérin ()
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Christel de Lassus: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Maria Mercanti-Guérin: IAE Paris - Sorbonne Business School

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Abstract: Instagram has become the preferred network for the luxury sector. Emerging brands have showcased the voice of their art director (AD) to increase their community's commitment to their content. However, some of them develop own strategies that blur the expression of their positioning of the luxury brand. Using an innovative analysis based on artificial intelligence and content analysis, we establish a typology of the collaboration between art directors and brands. The results highlight the difficulty for brands to fully benefit from the potential influ-ence of their ADs, who are sometimes attached to developing their own brand capital. The article provides a typology of the influence strategies of brands and their "Brand Champions" and allow us to make useful recommendations for other sectors as well.

Keywords: Brand Champion; Instagram; Luxury; Champion de marque; Luxe (search for similar items in EconPapers)
Date: 2019-10-10
New Economics Papers: this item is included in nep-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-02317551v1
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Published in Colloque Etienne Thil, Oct 2019, Paris, France

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