Essec\Faculty\Model\Contribution {#2188
  #_index: "academ_contributions"
  #_id: "4634"
  #_source: array:26 [
    "id" => "4634"
    "slug" => "gender-values-and-brand-communication-the-transfer-of-masculine-representations-to-brand-narratives"
    "yearMonth" => "2008-06"
    "year" => "2008"
    "title" => "Gender Values and Brand Communication: The Transfer of Masculine Representations to Brand Narratives"
    "description" => "OURAHMOUNE, N. et NYECK, S. (2008). Gender Values and Brand Communication: The Transfer of Masculine Representations to Brand Narratives. Dans: <i>Advances in Consumer Research - European Conference Proceedings 2008</i>. Association for Consumer Research (ACR), pp. 181-188."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "NYECK Simon"
        "bid" => "B00000401"
        "slug" => "nyeck-simon"
      ]
      1 => array:1 [
        "name" => "OURAHMOUNE N."
      ]
    ]
    "ouvrage" => "Advances in Consumer Research - European Conference Proceedings 2008"
    "keywords" => []
    "updatedAt" => "2021-04-19 17:57:25"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "181-188"
      "volume" => "8"
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Actes d'une conférence"
      "en" => "Conference Proceedings"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Cette recherche analyse l'évolution des représentations de la masculinité à travers le discours des marques. Un carré sémiotique basé sur l'axe sémantique Raison Emotion, permet  de mettre en évidence, à travers l'analyse d'un corpus de communications de 20 marques, l'évolution des représentations masculines."
      "en" => "This research analyzes evolving masculine representations in the discourse used by brands. A corpus of twenty brands communications is analyzed with a historical perspective. Using a semiotic approach, the preliminary findings, which provide support to Mc Cracken's theory of social values movement, are discussed."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-04-23T16:21:57.000Z"
    "docTitle" => "Gender Values and Brand Communication: The Transfer of Masculine Representations to Brand Narratives"
    "docSurtitle" => "Conference Proceedings"
    "authorNames" => "<a href="/cv/nyeck-simon">NYECK Simon</a>, OURAHMOUNE N."
    "docDescription" => "<span class="document-property-authors">NYECK Simon, OURAHMOUNE N.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2008</span>"
    "keywordList" => ""
    "docPreview" => "<b>Gender Values and Brand Communication: The Transfer of Masculine Representations to Brand Narratives</b><br><span>2008-06 | Conference Proceedings </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Gender Values and Brand Communication: The Transfer of Masculine Representations to Brand Narratives</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 9.228572
  +"parent": null
}