دانلود رایگان مقاله لاتین بازسازی برند زیبای به خواب رفته از سایت الزویر
عنوان فارسی مقاله:
بازسازی برندهای زیبای به خواب رفته با بیان مجدد بخش باقی مانده از برند
عنوان انگلیسی مقاله:
Reviving sleeping beauty brands by rearticulating brand heritage
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
3. Methodology
This study adopts an inductive approach to analyze the reactivation of sleeping beauties. This approach yields interpretations based on an emergent, interactive research process rooted in ongoing engagement with the field of branding action (Hudson & Ozanne, 1988). The analysis presented is thus built on continual comparisons between the data collected from interviews, inductive analysis of this data, and scrutiny of this data through a number of conceptual lenses (Glaser & Strauss, 2009). The first step in the study was to conduct interviews with 9 investors, executives, managers, and experts in luxury brands. Restricting our primary data collection to luxury brands keeps the business environment homogeneous, and focuses on the luxury industry to understand the management of heritage brands because it is an “extreme case” (Eisenhardt, 1989). Heritage is crucial for many luxury brands, because of its elements of authenticity and uniqueness (Clais, 2002; Fionda & Moore, 2009). Brands emphasize their history as a key component of their identity (Ahrendts, 2013; Dion & Borraz, 2015; Chevalier & Mazzalovo, 2015). Further, many investors are interested in reactivating sleeping beauties in the luxury industry: Roger Vivier was reactivated in 2003, Goyard and Vionnet in 1998, Schiaparelli in 2007, Moynat in 2011, etc. Our objective was to recruit respondents with varied roles in reactivation strategies, so as to collect different perspectives on the revival process. They were directly involved in sleeping beauty revival in a variety of ways: collecting and analyzing archives on the brand, obtaining the brand rights, defining a marketing strategy and financing the sleeping beauty's reactivation. The brands covered are in different phases of the reactivation process: some are in the early stages (Elsa Schiaparelli, Poiret), others are further along in the process (Madeleine Vionnet, Moynat), some have been successfully reactivated (Roger Vivier, Lanvin), and others have failed (Charles Jourdan) (see Table 1). To preserve informants' anonymity, descriptions of their profiles are non-specific (see Table 2). The interviews were unstructured. They addressed the theme of sleeping beauties and lasted between 40 and 120 min. Our informants gave us many explanations concerning the brands they were working on, and commented on reactivation strategies used for other brands. We coded the interviews using open coding (Spiggle, 1994; Strauss & Corbin, 1994). The aim was to summarize and relate data to conceptual topics of interest (axial coding) such as brand reactivation, heritage brands and other major categories, in an iterative process between data interpretation and literature review. This first round of data collection and analysis allowed us to propose an initial theoretical analysis on the reactivation of sleeping beauties. The second step in the study involved a return to the field to generalize our findings (Arnould & Wallendorf, 1994). This data collection phase sought diversity of informant profiles in terms of product category. We interviewed 11 executives, managers and experts working on luxury and mass-market sleeping beauty reactivation strategies in different product categories: cars (Citroen DS), travel (Orient Express), toys (Mako moulage), fashion (Lacoste, Lanvin) and watches (Dubois & Fils) (see Table 1 for details of brands). Additional interviews took place with experts on brand heritage: journalists, museum curators, and branding consultants (see Table 2). Similarly to the first data collection phase, the interviews were unstructured and covered the theme of sleeping beauties. This diversity of informants allowed us to triangulate perspectives with data from our first field, and highlight divergences and convergences (Wallendorf & Belk, 1989). Data analysis follows the same procedure as for the first data collection.
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کلمات کلیدی:
Reviving sleeping beauty brands by rearticulating brand heritage ... chaire.marquesetvaleurs.org/Reviving-sleeping-beauty-brands-by%20-earticulating-br... Reviving sleeping beauty brands by rearticulating brand heritage. Auteurs: Delphine Dion, Gérald Mazzalovo. Journal of Business research. Abstract: This study ... Sleeping beauties: How to transform your brand into legend – and sell knowledge.essec.edu/en/.../sleeping-beauties-how-transform-your-brand-legend-.html Jan 9, 2017 - *From the paper: Reviving sleeping beauty brands by rearticulating brand heritage, Journal of Business Research, 2016, by Prof. Delphine ... Perspectives on Branding - Page 70 - Google Books Result https://books.google.com/books?isbn=1598639331 David D. Busch - 2014 - Business & Economics the WaMu brand had a heritage of providing value. But when we rearticulated the brand, we found that consumers and employees defined “value” much more ... Strategic Brand Management for B2B Markets: A Road Map for ... https://books.google.com/books?isbn=9351505502 Sharad Sarin - 2015 - Business & Economics This led to the rearticulation of the aspirations for repositioning of the brand without losing its heritage and deeprooted core values of the House of Tatas. Brand authentication: creating and maintaining brand auras ... www.emeraldinsight.com/doi/full/10.1108/03090560910935578?mobileUi=0 For luxury products, the importance of heritage or pedigree is an almost ..... placed itself and its brand within the contemporary rearticulation of the Welsh brand. Delphine Dion - ALCOR , alternative consumption research alcor-institute.org/delphine-dion/ Translate this page Mar 25, 2017 - Dion D. and Mazzalovo G. (2016), Reviving sleeping beauty brands by rearticulating brand heritage, Journal of Business Research, 69, 12, ... Race and Religion in American Buddhism: White Supremacy and ... https://books.google.com/books?isbn=0199756287 Joseph Cheah - 2011 - Religion racial hegemony.2 This definition presupposes that rearticulation occurs from ... a fully engaged American brand of Buddhism that is faithful to the breath and depth of the larger Buddhist heritage depends on what and how the new meanings ... Wipro Limited Launches New Brand Identity; Rearticulates its Values ... https://markets.ft.com/data/announce/full?dockey=600...USPRX...1...e2 May 2, 2017 - Wipro Limited Launches New Brand Identity; Rearticulates its Values ... The logo also highlights Wipro's strong technology heritage and reflects ...
