Essec\Faculty\Model\Contribution {#2216 ▼
#_index: "academ_contributions"
#_id: "2218"
#_source: array:26 [
"id" => "2218"
"slug" => "2218-persona-fied-brands-managing-branded-persons-through-persona"
"yearMonth" => "2016-01"
"year" => "2016"
"title" => "Persona-Fied Brands - Managing Branded Persons through Persona"
"description" => "DION, D. et ARNOULD, E. (2016). Persona-Fied Brands - Managing Branded Persons through Persona. <i>Journal of Marketing Management</i>, 32(1-2), pp. 121-148. 
DION, D. et ARNOULD, E. (2016). Persona-Fied Brands - Managing Branded Persons through Persona. <i>J "
"authors" => array:2 [
0 => array:3 [
"name" => "DION Delphine"
"bid" => "B00656347"
"slug" => "dion-delphine"
]
1 => array:1 [
"name" => "ARNOULD E."
]
]
"ouvrage" => ""
"keywords" => array:7 [
0 => "Brand personification"
1 => "Performativity"
2 => "Persona"
3 => "Human brand"
4 => "Retail experience"
5 => "Luxury"
6 => "Restaurant"
]
"updatedAt" => "2021-02-02 16:16:18"
"publicationUrl" => "https://www.tandfonline.com/doi/abs/10.1080/0267257X.2015.1096818"
"publicationInfo" => array:3 [
"pages" => "121-148"
"volume" => "32"
"number" => "1-2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "We investigate how the concept of persona can be used in managing brand persona-fication. Based on interviews with informants working across the gastronomy sector, we examine the characteristics of the chef persona, and the role that chef persona plays in restaurant management. We differentiate persona-fied brands from other human brands, we dimensionalise the chef persona, and we identify two possible models of brand management through persona: (1) the distributed or fragmented persona-fication of the brand, which is based on a disjunction of different facets of the brand persona, each embodied in different persons; and (2) the unified persona-fication of the brand, which is based on the conjunction of the different facets of the brand persona. Here, the persona is embodied in a single person who embodies the different facets of the brand persona. Our analysis surfaces theoretical resonance with the performative turn in marketing scholarship. We investigate how the concept of persona can be used in managing brand persona-fication. Based on i "
"en" => "We investigate how the concept of persona can be used in managing brand persona-fication. Based on interviews with informants working across the gastronomy sector, we examine the characteristics of the chef persona, and the role that chef persona plays in restaurant management. We differentiate persona-fied brands from other human brands, we dimensionalise the chef persona, and we identify two possible models of brand management through persona: (1) the distributed or fragmented persona-fication of the brand, which is based on a disjunction of different facets of the brand persona, each embodied in different persons; and (2) the unified persona-fication of the brand, which is based on the conjunction of the different facets of the brand persona. Here, the persona is embodied in a single person who embodies the different facets of the brand persona. Our analysis surfaces theoretical resonance with the performative turn in marketing scholarship. We investigate how the concept of persona can be used in managing brand persona-fication. Based on i "
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2025-04-08T01:21:45.000Z"
"docTitle" => "Persona-Fied Brands - Managing Branded Persons through Persona"
"docSurtitle" => "Journal articles"
"authorNames" => "<a href="/cv/dion-delphine">DION Delphine</a>, ARNOULD E."
"docDescription" => "<span class="document-property-authors">DION Delphine, ARNOULD E.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2016</span> <span class="document-property-authors">DION Delphine, ARNOULD E.</span><br><span class="document-pr "
"keywordList" => "<a href="#">Brand personification</a>, <a href="#">Performativity</a>, <a href="#">Persona</a>, <a href="#">Human brand</a>, <a href="#">Retail experience</a>, <a href="#">Luxury</a>, <a href="#">Restaurant</a> <a href="#">Brand personification</a>, <a href="#">Performativity</a>, <a href="#">Persona</a>, <a h "
"docPreview" => "<b>Persona-Fied Brands - Managing Branded Persons through Persona</b><br><span>2016-01 | Journal articles </span> <b>Persona-Fied Brands - Managing Branded Persons through Persona</b><br><span>2016-01 | Journal art "
"docType" => "research"
"publicationLink" => "<a href="https://www.tandfonline.com/doi/abs/10.1080/0267257X.2015.1096818" target="_blank">Persona-Fied Brands - Managing Branded Persons through Persona</a> <a href="https://www.tandfonline.com/doi/abs/10.1080/0267257X.2015.1096818" target="_blank">Persona- "
]
+lang: "en"
+"_type": "_doc"
+"_score": 9.081749
+"parent": null
}
